Errors in Facebook ad metrics could lead to more independent audits – Silicon Valley Business Journal (Jan 19, 2017)
This is the fallout from Facebook’s series of admissions towards the end of 2016 about its metrics relating to both content and ad performance: major advertisers are now going to be calling for more third party auditing of ad performance on Facebook. To the extent that Facebook is already said to be working with some outside groups on this, that effort needs to accelerate and come to a rapid conclusion to satisfy advertisers. On the other hand, it’s also clear from the same survey that Facebook is far from the only company whose ad metrics are mistrusted by advertisers – only Google has the confidence of over 50% of buyers, while AOL has the confidence of just 26%. But having said all that, advertisers don’t seem to feel they have alternatives to the big two, on which they plan to continue spending more money this year than last.
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