DoubleVerify launches third-party measurement for Facebook Stories video ads

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.