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Facebook tells advertisers it miscalculated video metric

Facebook tells advertisers it miscalculated video metric

Advertising agency Publicis Media caught wind of Facebook's error via a message on Facebook's advertiser help center, where the company disclosed that its statistics relating to average video view time were artificially inflated. "We informed our partners and made sure to put a notice in the product itself so that anyone who went into their dashboard could understand our error", he . "This metric is one of many our partners use to assess their video campaigns".

The error by the Facebook metric centred around its average viewing time figures, which did not include those who viewed the ad for three seconds or less.

Publicis Groupe, an ad buying agency that has spent roughly $77 billion in ads on behalf of marketers throughout 2015, was told by Facebook in late August that it may have overestimated average time spent watching videos by between 60 and 80 percent.

While this isn't the only way advertisers measure how a video ad performs, it is part of how businesses decide if they should spend more video ad dollars on Facebook versus other sites including Google-owned YouTube or , analysts say. Along with the announcement came an apology for the misinformation from David Fisher, VP of Advertising & Global operations at Facebook.

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Many of you may have seen the reports about our video metric miscalculation - I want to provide further clarity on the issue. The company did so by not factoring into its calculations any videos that were viewed for less than three seconds - thereby greatly exaggerating overall averages. This means they hadn't added the number of views which lasted less than 3 seconds to counting average view time of videos on its platform, thereby inflating the average time a video is viewed.

However, big ad buyers and marketers were not comforted by Facebook's reassurance that the mistake has not affected ads billing. Multiple views by a user still count for more than 100 percent of the video viewed. Our clients' trust and belief in our metrics is essential to us, and we have to earn that trust.

In its defence, Facebook has formed a partnership with third-party analytics firm Moat to provide data on how their Facebook video ads are performing - a move that Weed said, in a Facebook press release, was "very encouraging".

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