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It's not just Facebook: Digital advertisers say internet metrics are often wrong

For the fourth time since September, Facebook (FB) has reported that the metrics that it provides to publishers and advertisers are inaccurate.

The metrics problem, however, is much bigger than Facebook, publishers involved in the situation say. Reliable and consistent third-party industry measurement systems don't exist, and digital advertising is reliant on these numbers.

"There needs to be a universally accepted methodology across all the platforms," said Geoff Schiller, chief revenue officer at PopSugar.

Facebook said in an updated blog post that it underreported the amount of traffic coming from Facebook Instant Articles viewed on iOS systems from Sept. 20 to Nov. 30. As a result, the numbers it sent to third-party media analytics company comScore (SCOR), which is widely used as the industry standard, were lower than the actual number.

In turn, it caused overall traffic numbers for affected publishers to be diminished.

"We have fixed the issue and are working with comScore to produce updated estimates for the relevant time periods for the small group of partners affected," Facebook said in the blog post. "We have reached out to affected publishers."

Other past measurement issues reported this year included overestimating video view times...