NEW YORK (TheStreet) -- Shares of Facebook  (FB) were lower in late afternoon trading on Wednesday, after the social media platform announced that it had overstated four metrics to brands, although none of them affected the company's billing.  

While Facebook needs to work on transparency with its metrics going forward, it's still very valuable to brands, Event Solutions Chief Marketing Officer Michael Jackson said on CNBC's "Power Lunch" on Wednesday afternoon.

"Facebook is a very effective medium for advertisers, specifically those brands like AmEX (AXP), Coca Cola (KO), Walmart (WMT) that are really trying to make the shift from being kind of a mass market broadcast television advertiser to a social engagement brand," he said. "So the brands are convinced that it works, but transparency and clarity as it relates to viewership is an absolute imperative for Facebook going forward." 

Facebook has worked closely with brands like AmEx over the past five to seven years so they have a "dialogue going on" that should keep the brands tied to it going forward, Jackson said. "They're happy with the results but again when you look at pricing in this whole digital space, the lack of clarity and integrity around what I'm paying for versus the results that I'm achieving, it's a grey area. It's fuzzy."

Both Alphabet's (GOOGL) Google and Facebook need to "step up" and be leaders of transparency in the digital advertising space, he said.

(Alphabet and Facebook are held in Jim Cramer's charitable trust Action Alerts PLUS. See all of his holding with a free trial here.)

Separately, TheStreet Ratings objectively rated this stock according to its "risk-adjusted" total return prospect over a 12-month investment horizon. Not based on the news in any given day, the rating may differ from Jim Cramer's view or that of this articles's author.

TheStreet Ratings team rates Facebook as a Buy with a ratings score of A-. This is based on the convergence of positive investment measures, which should help this stock outperform the majority of stocks that the team rates.

You can view the full analysis from the report here: FB

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