ANA Calls for Facebook’s Metrics to be Audited

The Association of National Advertisers is calling for Facebook’s metrics to be audited and accredited by the Media Rating Council in light of the social media network’s disclosure that it has been giving marketers an inflated number for the average time spent viewing online clips, reports Ad Age.

The Ad Age article, in part, added:

“”While ANA recognizes that ‘mistakes do happen,’ we also recognize that Facebook has not yet achieved the level of measurement transparency that marketers need and require,” said ANA President-CEO Bob Liodice in a statement. “Specifically, Facebook metrics are not accredited by the Media Rating Council (MRC); accordingly an audit of Facebook metrics has not been completed.”

“Mr. Liodice added in the statement that more than $6 billion of marketers’ media are being directed to Facebook, which is why it’s time for the social network, as well as “other such major media players,” be audited and accredited.”