Facebook’s Ad Metrics Cleanup May Hurt Publishers, Brands in the Long Run

Opinion: Underneath the platform’s current reputation crisis lies a wider problem

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Facebook has a reputation crisis. Between the Cambridge Analytica scandal weakening users’ already shaky trust, and Elon Musk pulling Tesla’s and SpaceX’s pages, the platform is grappling with a public-relations problem that can have long-reaching effects on its business.

But underneath those headlines remains the company’s Measure What Matters initiative, announced in February, which aims to update and clarify the platform’s ad metrics.

The hidden message

By removing a number of metrics identified as “redundant, outdated, not actionable or infrequently used,” and by noting what’s an estimate, Facebook is implying that it’s more communicative and evolving to keep up with modern consumption trends.

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