Facebook must guarantee independent measurement or face global marketer action warns AANA

November 21, 2016 10:38

Facebook has been warned that it needs to adopt third party verification of its data in order to regain the trust of marketers, or face a global crackdown by advertisers.

The Australian Association of National Advertisers (AANA) issued a strident statement this morning telling the social media giant it needs to become more transparent and offer marketers and media buyers data that they could have faith in, or force marketers globally to unit to take action.

The demands come just days after Facebook admitted there were more errors in its measurement of organic reach, video, Instant Articles and referrals.

AANA CEO Sunita Gloster

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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2 COMMENTS

Richard Dirth 21 Nov 16

The pressure to change won’t come from agencies but from clients who switch their media buying from ‘auto pilot’ to ‘manual’ and be more proactive in the assessment of their media budgets. But frankly all parties are complicit in this mess.

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Darren Woolley 21 Nov 16

Great to see the AANA so decisive and responsive in regards to Facebook and the issues surrounding the measurement and performance of digital media. Great industry leadership shown here. But have a nagging question as to if the AANA would have been so on the front foot if it had been Google or one of the other digital media owners who are members of the AANA, rather than Facebook which is not?