European ad verification company Meetrics is to verify video views for both Facebook and Instagram.
Meetrics is the first company outside the US to be granted access to the figures.
The agreement means Meetrics will be able to show advertisers how viewable video ads are in terms of what percentage of the ad is in view and for how long – on both mobile and desktop.
It also means advertisers will be able to compare how their video has performed compared to different levels of viewability, from the 50 per cent and two seconds minimum recommended by various trade bodies, up to 100 per cent and 10 seconds.
Meetrics’ CEO and co-founder Philip von Hilgers, said: “This is really welcome news for advertisers as it will help them make better media planning decisions on Facebook and Instagram, particularly as they can compare how their campaigns performed depending on different minimum viewability thresholds.”