According to AdWeek, Facebook has been inflating their video view averages by more than 80% for quite some time now (Heine, 2016). In response to this, Facebook has changed the way that they measure viewable ads and video views.
Here are some of the improvements that Facebook made:
The addition of the metric “Video watches to 100%”
Transparency about their measurement tools
Third-party display viewability with ComScore, Moat, and IAS
Viewability measurements for non-advertisers
Check out the article below!