Facebook argues that viewed impressions are superior to served impressions for ad measurement, as they better reflect actual ad exposure and value.
They define a viewed impression when an ad enters the screen, and do not charge for unviewed ads.
Facebook works with the MRC to develop viewability standards, including for feed-based and mobile formats.
Partners like the MRC, Wendy's, and ZenithOptimedia support Facebook's approach, emphasizing value, consistency, and fair pricing.
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