Why Facebook’s MRC Audit Is Another Threat

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By Adam R Jacobson
RBR + TVBR Intelligence Brief


Last week, two big headlines involving the Goliath Gobbler of Digital Dollars — Facebook — generated a lot of chatter among our Silicon Beach friends in Santa Monica, Venice and Marina del Rey, Calif.

One involved a Feb. 10 Facebook blog post in which the company revealed it has agreed to an audit from the Media Rating Council. This comes following a slew of feedback from advertising executives who acknowledge the importance of Facebook in reaching consumers, but concurrently state that the combination of bot fraud, “fake news” and audience restatements has 50% of marketers saying they will no longer place advertising on a platform they consider risky.

The other headline involves the jump of MTV Networks EVP/Head of Scripted Mina Lefevre to Facebook as head a new content development unit. Lefevre shared the news with the world, naturally, via Facebook.

Facebook

Is this a sign that Facebook wants to join Hulu, Amazon and Netflix in the Over-the-Top realm? Or, is this more in line with Univision‘s Flama, a millennial-targeted digital video destination?

Whatever it is, it could draw advertisers from “traditional” media — like your stations.

That may not be something you’d, um, “like.”


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