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.