2021 Progress Report: Improving Measurement
April 20, 2021
As part of our commitment to leading with transparency, constantly improving, and delivering the safe platform that helps you grow your businesses, we’re sharing updates on our progress. This includes our ongoing work with third-party advertising standards organizations to offer world class measurement solutions. Here are some updates from the past few months and what’s coming soon:
- Continuing our investments in third-party verified measurement, we’re working on new collaborations with our partners Integral Ad Science (IAS) and DoubleVerify. By collaborating with IAS to test video ad viewability measurement, we will help advertisers measure in-view plays of their video ads. We will begin a limited test in May and plan to extend the integration with IAS globally later in 2021. Also starting later this year, through an agreement with DoubleVerify, we will begin to let advertisers leverage DoubleVerify for third-party viewability measurement. This work with our partners builds on our integration with Oracle Moat, the first viewability partner we launched with in 2019.
- We are also working with the Media Rating Council (MRC) on a pre-assessment of our metrics. Our efforts to seek accreditation align with LinkedIn’s foundational measurement principles: Metrics must meet or exceed industry standards, and we must proactively catch and address any deviations from those standards at the earliest possible point.
- We’ve been making a number of internal investments that allow us to more quickly detect, investigate, and address potential issues. Earlier this year we launched a new internal audit process to help teams across LinkedIn share when they see things like the ad impression and video ad view issues we told you about last fall, and better streamline how our LinkedIn Marketing Solutions engineering teams identify issues arising elsewhere on the platform that may also affect advertisers. Our new process has already helped us discover and fix an additional bug: In January, we found and fixed a metrics issue that overstated non-billable engagement metrics in videos. This ongoing work and focus will help us be faster and more efficient at responding to issues that may arise down the road.
These are all steps on the journey and we’ll continue to share more about how we’re working to deliver exceptional results.