This excerpt is featured in an article originally published by the New York Times.

When advertisers buy the commercials that appear before or during longer videos, they don’t know if users are specifically in the Watch section of the site or if they’re seeing the video in their News Feed, sandwiched between updates and photos from friends and family. Forsome, the distinction is important.

“One’s a more lean-forward experience, and one’s a more lean-back experience,” said George Manas, who leads performance marketing across Omnicom Media Group agencies. “We’re concerned that because it’s running across both environments, it’s creating challenges in measurement and, frankly, just in quality control because the user experience just isn’t the same.”