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Giphy

Facebook is changing its data reporting and measurement practices to renew ad buyer confidence after a series of data discrepancies that damaged publisher relations in 2016.

Why it matters: Brands and publishers will penalize publishing partners that do not comply with industry standards for measuring and reporting data. Most notably, Procter and Gamble Chief Brand Officer Mark Pritchard said Sunday that he will no longer advertise with groups that do not meet industry data transparency standards. There have been several instances of Facebook misreporting data to publishing partners. Most notably, Facebook apologized in September for inflating video engagement metrics up to 60% for two years.

  1. Updating viewability standards and practices: Viewability is how much an ad loads and how often viewed by a human on a page. To give you a sense of how complicated measuring and reporting viewability can be, Facebook also announced that its added DoubleVerify as its 24th viewability partner. They also announced that they're adding viewabilty measurement to its Audience Network platform, in addition to what already exists for Instagram and Facebook.
  2. Adding cross-channel comparability: Cross-channel comparability allows ad buyers to measure ad engagement and reach across different platforms. Facebook is introducing a marketing mix modeling (MMM) portal for agencies and data vendors to gather information directly from Facebook, Instagram and Facebook's Audience Network on behalf of their clients. This will allow advertising buyers to compare which ads in their current marketing efforts — TV, digital and print — are driving their desired outcomes, and use that information to better inform their Facebook buys.
  3. Enhancing third-party verification: Facebook has expanded their data verification partnerships with Nielsen, comScore and Ad Science to more accurately measure reach, in-target performance and viewability. Using a third-party vendor to verify ad metrics is industry standard, because third-party sources are less likely to provide biased or inflated data.

Go deeper

Biden will reverse Trump's attempt to lift COVID related travel restrictions

Photo: Tasos Katopodis via Getty

The incoming Biden administration will reverse President Trump's last-minute order to lift COVID-19 related travel restrictions, Jen Psaki, the incoming White House press secretary, tweeted.

Why it matters: President Trump ordered entry bans lifted for travelers from the U.K., Ireland, Brazil and much of Europe to go into effect Jan. 26, but the Biden administration will "strengthen public health measures around international travel in order to further mitigate the spread of COVID-19," Jen Psaki said. Biden will be inaugurated on Wednesday, Jan. 20 and Trump will no longer be president by the time the order is set to go into effect.

Dominion sends cease and desist letter to My Pillow CEO Mike Lindell

Photo: Stephen Maturen/Getty Images

Dominion Voting Systems on Monday sent a cease and desist letter to My Pillow CEO Mike Lindell over his spread of misinformation related to the 2020 election.

Why it matters: Trump and several of his allies have pushed false conspiracy theories about the company, leading Dominion to take legal action. It's suing pro-Trump lawyer Sidney Powell for defamation and $1.3 billion in damages, and a Dominion employee has sued Trump himself, OANN and Newsmax.

Off the Rails

Episode 5: The secret CIA plan

Photo illustration: Aïda Amer, Sarah Grillo/Axios. Photo: Zach Gibson/Getty Images

Beginning on election night 2020 and continuing through his final days in office, Donald Trump unraveled and dragged America with him, to the point that his followers sacked the U.S. Capitol with two weeks left in his term. This Axios series takes you inside the collapse of a president.

Episode 5: Trump vs. Gina — The president becomes increasingly rash and devises a plan to tamper with the nation's intelligence command.

In his final weeks in office, after losing the election to Joe Biden, President Donald Trump embarked on a vengeful exit strategy that included a hasty and ill-thought-out plan to jam up CIA Director Gina Haspel by firing her top deputy and replacing him with a protege of Republican Congressman Devin Nunes.