Branding agencies and customers have accused Facebook. As Overestimating the amount of viewers watching advertisement, videos people spent time on them.
Facebook declared the insights of a video by calculating views that continued to watch more than 3 seconds. These assumptions have expanded viewing by 60%-80% as mentioned by Facebook to an ad agency.
The metrics not related to the paid advertisements have misleaded the brands. Facebook considered as video platform to reach excess people. Moreover, some advertisers have sued. Earlier in the court the filed complaint against the company with 80,000 pages of internal records claiming that it knew the miscalculations performed.
The company said that it was “false” to suggest that the social network tried to hide the issue from advertisers. “We told our customers about the error when we discovered it and updated our help center to explain the issue,” a spokeswoman said.
Some observers suggested that Facebook’s inflation of video viewing figures affected not only advertisers but also media outlets. As Facebook agreed to have the Media Rating Council audit its ad metrics. It now also shows advertisers independent analysis from third-party measurement firms.
From past, it had to apologize for providing incorrect metrics. In May 2017 it issued refunds to some advertisers. After admitting that it told them people had clicked on their video ads even if those users were just trying to resize the video.