Facebook is accused of luring advertisers with 900 percent inflation of video numbers

Mail Online | 10/17/2018 | Jennifer Smith For Dailymail.com
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Facebook has been accused of drastically understating how much they inflated video metrics by and hiding the problem for a year before telling advertisers about it.

According to fresh claims from a group of advertisers who are suing the social media giant, engineers knew about a discrepancy in the metrics measuring tool for a year before it was publicly disclosed in 2016.

Flaw - Fact - Facebook - Videos - Seconds

The flaw was down to the fact that Facebook was only counting videos which had been viewed for three seconds or longer when it presented the companies with statistics about how long users were watching their ads.

Because it only factored in these clips and did not count all of the videos which people watched for three seconds or less, the average watch-time was drastically inflated to indicate that users were habitually watching videos for longer than they actually were.

Advertisers - Figures

The advertisers say it prompted them to spend more and more often than they would have had they known the real figures.

In 2016, when the flaw was discovered, Facebook said the mistake had inflated video views figures by up to 80 percent. Now, the advertisers say it the figures were inflated by up to 900 percent - more than 10 times more.

Claims - Exchanges - Engineers - Pages - Records

Their new claims are based off of exchanges between engineers which were buried in 80,000 pages of internal records that were recently released by the company.

In those exchanges, one engineer acknowledges the problem in 2015 and discusses working on fixing it with a 'no PR strategy,' according to the lawsuit.

Advertisers - Fraud - Facebook - Advertising - Data

The advertisers say it amounts to fraud and that Facebook knowingly induced advertising with flawed data. The companies, which include Crowd Siren and other, small agencies, want others to join their case and turn it into a class action.

Facebook vehemently denies their allegations. It is seeking to...
(Excerpt) Read more at: Mail Online
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