Mashable: To Regain Advertiser Trust, Facebook is Tracking Ads by the Millisecond

The social media giant is taking big steps towards increasing trust amongst advertisers. Advertising via social media is relatively new, and Facebook has been the one paving the way. As the company has made some faux pas here and there in terms of providing truly representative data for advertisers, it’s now looking to improve that information by providing millisecond data, meaning how long someone watches a video via its platforms, Facebook and Instagram.

The Wall Street Journal reported last fall that Facebook had oversold a key metric in the way in which it quantified videos. Since then, Facebook has been doing everything it can to win back the trust which was lost when this was revealed.

"What I would tell you is we are not going to be perfect," Carolyn Everson, Facebook's VP of global market solutions, told Mashable last November. "What we are going to strive to be is as accurate as possible and fully committed to being transparent if we find things and certainly as we update our metrics."