Dismantling Facebook’s Walled Garden
On Friday Facebook took a huge step towards transparency with the announcement that it launched 3rd party brand safety measurement on its platform. Two verification vendors, DoubleVerify and OpenSlate, will be the first outside companies to venture into FB’s walled garden.
Right now Facebook is only letting these companies track brand safety – so they’ll be monitoring what content their clients’ ads are running up against. Given FB’s data leak and brand safety missteps over the past 18 months, this is welcome progress. Industry watchers are hopeful this will eventually lead to more 3rd party auditing in FB’s data garden, including tracking ad effectiveness.
I wonder if Facebook’s willingness to tear down its walled garden will eventually force Google to do the same thing? Now THAT would be true progress for our industry.