Nielsen and comScore were also named partners on ad viewability and attention metrics for photo and video ads on Facebook.
The partnerships will roll out in the next few months, according to Facebook's blog.
Facebook has taken some flak previously for not offering clear metrics on video viewability, or tracking digital impressions that are actually seen by
In a blog post, Facebook stated the partnerships are "critical to making sure advertisers trust their ad delivery data, so they can explore exactly how to drive value for their business in feed-based platforms."
Integral Ad Science CEO Scott Knoll said his company's partnership with Facebook recognizes how important it is to the industry to standardize measurement. "It’s part of our effort to be able to help advertisers measure impressions no matter the device, format or location," Knoll said.
And Facebook -- with its 1.4 billion users and 900 million daily visits -- will surely offer an interesting measurement challenge.
Last fall, the Association of National Advertisers (ANA) surveyed its members on viewability verification procedures used by digital media owners, finding that 97% said they believe digital media owners’ inventory should be measured by a third party.
Facebook hosted its annual F8 developer conference last week, announcing that bots are coming to Facebook Messenger, among other developments.