Advertising groups are calling for third-party oversight in measurement following news that Facebook has been overinflating its video views for two years, meaning many advertisers have been misled over engagement time.
The company admitted to the mistake on Thursday causing a wave of backlash from marketers and advertisers who had been buying false metrics for years.
The social network revealed that its metric for the average time users spent watching videos was artificially inflated because it was only factoring in video views of more than three seconds. The company said it was introducing a new metric to fix the problem.
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Source: The Drum
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