• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

DoubleVerify launches third-party measurement for Facebook Stories video ads

The Pinnacle platform will measure viewability, fraud and sophisticated invalid traffic (SIVT).

Robin Kurzer on December 20, 2018 at 4:30 pm
  • More

Measurement platform DoubleVerify announced Wednesday an expansion to its Pinnacle platform that will provide advertisers with third-party measurement of Facebook Stories video ads. The platform will measure viewability, fraud and sophisticated invalid traffic (SIVT).

Why you should care

Over the past few years, Instagram and Snapchat users have made Stories an extremely popular feature. Now, according to an October survey by Ipsos, more than 300 million people use Facebook Stories and Messenger Stories every day, and 68 percent regularly use Stories on at least three apps.

In its 3Q earnings call, Facebook executives revealed their intention to prioritize Stories over News Feed — causing marketers to consider what such a shift in the site’s monetization strategy might do to their campaign strategies.

Meanwhile, advertisers have been clamoring for reliable third-party viewability measurement to ensure that their ads are being seen as intended.

“Our expansion into Facebook Stories deepens the levels of transparency and protection we can offer our global advertiser clients,” DoubleVerify’s COO Matt McLaughlin said, adding that the tool should give brands “clarity and confidence in their digital investment – across all platforms, channels and formats.”

More about the news

  • DoubleVerify Pinnacle clients will be able to immediately analyze Stories campaigns against other Facebook ad placement types, and compare campaign performance against other media buys. No additional activation is required.
  • Facebook and DoubleVerify have partnered since 2017 to provide fraud and viewability measurement of display and video ads on both Facebook and Instagram, and is currently in beta with its brand safety measurement.


About The Author

Robin Kurzer
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.

Related Topics

Channel: Martech: AdvertisingDisplay Advertising & MartechFacebookFacebook: MessengerMarketing AutomationMarketing Tools

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The Media-First Approach Why visual media must be a primary consideration for e-commerce businesses
  • Visual Experiences That Connect: A look at the power of UGC and the tech needed to support it
  • Become an Experience-Led Business with an Agile CX Tech Stack
  • Transformational CX: Video-Powered Experiences Meet Consumers’ Demands
  • What Customer Experience Means in 2021
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Register For MarTech - Free

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.