Facebook Supplied Marketers With Inflated Video Metrics
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Facebook’s rapid growth has been tightly linked to convincing advertisers that people are watching more videos on its social network. Now the company is disclosing it has been giving marketers an inflated number for the average time being spent viewing online clips.
The company, owner of the world’s largest social network, boosted the figure by only counting a video as “viewed” if it had been seen for more than three seconds. Not included in the calculation was when a person didn’t watch — or watched for less than three seconds. Facebook said it was taking steps to fix the problem and that advertisers weren’t overcharged.
“As soon as we discovered the discrepancy, we fixed it,” David Fischer, Facebook’s VP-business and marketing partnerships, said in a statement Friday. “We informed our partners and made sure to put a notice in the product itself so that anyone who went into their dashboard could understand our error.”
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