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Video Platform Innovid Teams Up with Moat to Boost Mobile ViewabilityAdvertising on Facebook continues to grow and the pre-eminent social platform wants to keep it that way.

One strategy is to ensure that data, viewability, and other verification for ads grows as well.

“Providing actionable and verified data to marketers is one of the most important ways we empower them to grow their businesses,” noted Facebook in a blog post. “As feed-based mobile advertising continues to grow in volume and capability, we are committed to supplying marketers with data they trust.”

In fact, months ago Facebook inked a deal with Moat related to independent verification of Facebook video ads metrics. Now the company is adding partners to its list of ad verification mates.

Soon Nielsen, comScore, and Integral Ad Science will begin to verify ad viewability and attention metrics for photo and video ads on Facebook, offering advertisers the transparency they require to trust their ad delivery data.

Clients are all for it.

“We are working hard with our partners to ensure our clients understand the value across their media spend. Facebook’s commitment to measuring value through both their own tools and partnerships—including third party viewability—is an important piece in that process,” said Michael Law, EVP and Managing Director of Video Investment for Dentsu Aegis Network.

Facebook promises on going independent ad verification partnerships to make sure advertisers trust ad delivery data.

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