Is Vine’s Loop Counter Useful or ‘Weird’ Marketing Math?

Critics say the new metric is out of whack

Just three months after Twitter-owned Vine launched a "loop counter" feature that tracks the number of video views, some industry executives are skeptical about how valid the metric is in gauging the effectiveness of short clips.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.