Bob Liodice, presidente y CEO de ANA
In the light of recent revelations that Facebook overestimated video viewing for the past two years, Bob Liodice, President and CEO at the U.S. Association of National Advertisers (ANA) said he thinks it is time for Facebook and other great media players to be audited and accredited by the Media Rating Council (MRC). “That is the standard of accepted practice that marketers and agencies have relied on for decades” he says in the statement published on Thursday September 29th. Liodice recognizes that “mistakes do happen” but also says that Facebook has not yet achieved the level of measurement transparency that marketers need and require.Referring to a study conducted by ANA in 2015, titled: The Critical Need for Accredited Third Party Measurement for Viewability of Digital Advertising, Liodice expressed that in a time of intense scrutiny on transparency and accountability, it is vitally important that “all digital media owners allow their inventory to be measured for viewability by a third party.” And remembered that this study revealed that 97% of advertisers supported this measure. On September 23th, David Fischer, Vice President of Advertising and Global Operations at Facebook, apologized in a statement, and said there had been a mistake in video measurements. “As soon as we found out, we fixed it. We informed our partners and made sure to place an statement in the product for anyone who entered their control panel (dashboard) understood our mistake” explained Fischer.
