Facebook apologizes for feeding inflated video-view numbers to advertisers

| September 23, 2016

Facebook apologizes for feeding inflated video-view numbers to advertisers
On Friday, Facebook took to its official blog to confirm and respond to a Wall Street Journal report. In the blog post, the company acknowledged that one of Facebook's most crucial metrics for measuring video-view performance had been wildly inflated.
The blog post, from Facebook VP of marketing David Fischer, spells out exactly what the company did wrong. Its advertising-dashboard measure of "average duration of video viewed" was apparently based on questionable math. To get that count, the "total time spent watching a video" was only divided by the number of people who have seen at least three seconds of the video rather than everyone who watched the video.

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