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Facebook Will Be Audited After Overstating Ad Metrics

February 10, 2017, 3:40 PM UTC
A woman watches a Facebook promotional v
A woman watches a Facebook promotional video ahead of the company's IPO, in Washington on May 8, 2012. Facebook, already assured of becoming one of the most valuable US firms when it goes public later this month, now must convince investors in the next two weeks that it is worth all the hype. Top executives at the world's leading social network have kicked off their all-important road show on Wall Street -- an intense marketing drive ahead of the company's expected trading launch on the tech-heavy Nasdaq on May 18. AFP PHOTO/Mladen ANTONOV (Photo credit should read MLADEN ANTONOV/AFP/GettyImages)
Mladen Antonov — AFP/GettyImages

Facebook said it would provide information about ads displayed on its platform for an audit, months after the social network admitted to overstating key ad metrics.

The audit by media regulator Media Rating Council (MRC) will likely provide more clarity to advertisers.

Facebook (FB) said in September that a metric for average user time on videos was artificially inflated as it only counted videos viewed for over three seconds.

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The company will provide data including exact time in milliseconds that an ad was displayed on Facebook and its photo-sharing app Instagram to the regulator.

Facebook also said that there would be additional options for buying video ads later this year.