Analytics company Moat is rolling out new advertising metrics for platforms including Facebook, YouTube, Snapchat and Hulu. Recently, Facebook revealed that it has overstated metrics for video viewing for years. Rather than focusing on what constitutes a video view, Moat will judge the quality of video ad views with its Moat Video Score, which assigns in real time a number between zero and 100 based on how long viewers watch and listen to the ad and the percentage of “screen real estate” it takes up.

The New York Times reports that, in a draft release of the measurement system that Moat shared with the publication, Snap, WPP’s GroupM ad-buying unit, Unilever and television networks praised it. Fox Networks Group president of advertising product Joe Marchese called Moat’s metrics “a huge step in the right direction,” since TV networks “basically walked into a digital measurement gunfight empty-handed.”

“Conspicuously absent were comments from YouTube and Facebook, which … stand to lose more from a system that penalizes video ads that play without sound or appear in the corner of a screen,” adds NYT. That’s because Moat awards a score of 100 to a view, while streaming a TV show, of an entire 15-second ad in full-screen mode. That plummets to 50 if the person watches the same ad with the sound off.

Facebook autoplays video ads without sound and YouTube videos aren’t always full-screen on computers. A six-second video ad played for only three seconds with the sound off will receive a 25.

To create improved metrics, Moat and Nielsen conducted research that demonstrated a “positive correlation” between screen real estate, audio and visibility duration “with people remembering an ad after they’ve watched it.”

“The idea is it’s a single metric that’s universally comparable across platforms, whether you’re looking at a video site or a social site,” said Moat chief executive/co-founder Jonah Goodhart. “It’s not that there’s no value to having an ad on a screen for a short period of time. We’re just saying, let’s put that on a continuum and decide what that’s worth.”

Facebook’s revelations about their errors in metrics have “increased scrutiny on how video views are measured across different platforms, particularly as Snap plans to hold an initial public offering as soon as March.”

“Given all the press around Facebook recently, I think a lot of people are asking what the measurement is going to be on Snapchat, given their strategy and currency, and what they’ll do in this whole space, and I think this is the answer to that,” said Goodhart.

NYT calls Moat’s effort “an ambitious goal to create a system that can compare video ads” on a variety of platforms but notes that, “it may not work as Moat intends,” by favoring some platforms over others or causing advertisers to add practices such as autoplaying sound that are “not in the best interests of users.”