Facebook Gave Ad Agencies an Inflated Video Viewing Metric for 2 Years

It was off by up to 80%, per a WSJ report


On the cusp of Advertising Week, Facebook has some egg on its face when it comes to perhaps the industry's most promising space—digital video.

The Wall Street Journal reported on Thursday evening that ad agencies were upset with Facebook for giving them an inflated metric for the average amount of time users spend watching clips on the social platform. The publication cited Publicis Media, which was informed by Facebook that the social network's measurement system had previously overestimated the average time spent viewing videos by anywhere between 60 percent and 80 percent.

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