Yesterday Nick mentioned on All Facebook that Facebook has modified ad formats throughout the social network yet again, now displaying three ads, up from two per page. This was just the latest in a string of changes made to Facebook ad display options, which has also included video ads on the homepage. But who’s keeping track? comScore is trying.

According to Red Herring, comScore is under-counting ad traffic on Facebook because of the constant modifications made to the ad formats. For instance, counting display ads and not content-laden marketing ploys could mean that a portion of advertising methods aren’t being efficiently included in reports reflecting Facebook’s potential to deliver ads to users.
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