Facebook not implementing Nielsen’s new video viewing qualifiers
Facebook will not be implementing Nielsen’s new video qualifiers, which help to measure audiences, for any video content on its platform.
The new video qualifiers, which will sit within Digital Content Ratings and are endorsed by the Interactive Advertising Bureau (IAB), recognise a video view as content watched for two seconds or more. Facebook’s decision has ramifications for Nielsen, as it cannot give IAB-endorsed information about off-platform views to market.
The IAB only wants consumers counted if they engage with a video for two seconds or more
Gosh, how surprising it is to observe Facebook playing by its own rules. Who knows, perhaps next they will apprise the ACCC of their folly in calling for transparency.
Why wouldn’t Facebook agree to the qualifier (that 2 secs is a view, which let’s face it is a low bar) unless they have something to hide? Will any clients and/or agencies have the courage to not use Facebook given their refusal for independent monitoring – not likely, nothing will get you labelled a ‘Dinosaur who is out of touch’ than suggesting that Facebook isn’t the solution to everything, and in a youth-obsessed industry you’ll be looking for a new job soon.