Latest Facebook reporting errors will make industry pause for thought, say execs
Facebook’s admissions around a string of long-running measurement errors in metrics reporting yesterday will make clients reassess what they spend with the platform, according to industry insiders.
David Angell, general manager and head of media at Trinity P3 told Mumbrella that while clients and agencies will continue to spend with the platform, there will be calls for “clear cut re-assurances from Facebook that this isn’t going to happen again”.
Angell: ‘The industry will want reassurance’
Yesterday Facebook admitted to a string of errors with some of its key campaign metrics including page insights, video views, Instant Articles and referrals, on top of its admission in September about other issues with the number of views on videos.
When do ‘errors’ become lies?
Whether it’s Facebook, the IAB endorsed supplier ( Nielsen) or the industry currency measures such as OzTam, CRA Radio Ratings, EMMA etc – the inherent challenge for all these is real or perceived lack of independence.
Measurement needs to be the prerogative of advertisers who spend the big bucks and it needs to be independent.
If you are an advertiser and like the idea of an advertiser funded ndependent media measurement currency drop me a line.
Uhoh.
“clear cut re-assurances from Facebook that this isn’t going to happen again”.
It happened again.
(Dec 10)
https://mumbrella.com.au/facebook-admits-reporting-errors-including-miscounts-likes-shares-414985