If you’ve previously opted out of Facebook’s ad targeting through the Digital Advertising Alliance, which lets you remove yourself from behavioral ad tracking from a number of online companies, you’ll see your settings say “No”.

One of the updates that Facebook Inc (NASDAQ:FB) has made to impress its advertisers is the introduction of an option that allows marketers to only pay for 100% viewability.

This move from Facebook follows close on the heels of another popular social media Instagram that opened its platform to most advertisers across the globe to make more money and compete with rivals such as Snapchat.

Stephen Deadman, global deputy chief privacy officer for Facebook said: “We’re introducing an additional way for people to turn off this kind of advertising from the ad settings page right on Facebook”. If someone quickly scrolls through their news feed, a brand would need to pay for any ads that rush by because Facebook’s 100% in-view option only requires that the entire ad appear on the screen.

Facebook also announced its partnership with Moat, an analytics company. However, even though these ads are not viewed, advertisers are still obliged to pay for them.

The social network disputed the claims, saying that the report did not understand Facebook’s use of data. The new 100% “in-view impression” option allows advertisers to buy ad impressions in which the full ad has passed through a user’s screen in News Feed. “This is a type of interest-based advertising, and many companies already do this”.

To start, Facebook’s partnership with Moat will focus on verifying video ad metrics.

“The new features we’re announcing today offer advertisers greater control over how they run and measure their ads on Facebook”, the company added. If Facebook provided the data on its own, there would be a huge possibility that the figures have been altered to extract more ad revenue. People manipulate how Internet ads work for business gains. The social network is now giving users a tool to block them. As John Montgomery, COO of GroupM Interaction, North America, stated bluntly to Facebook’s Slotwiner onstage at the Clean Ads show, “You can’t measure yourself”.