|Facebook Vows to be More Transparent About Metrics After Admitting More Miscalculations
By: The Drum
Facebook is opening itself up to more third party measurement in a bid to stop the spread of negative sentiment among advertisers that’s building in the wake of its admission of more miscalculated metrics.
Concerns that the social network can’t continue to shun third party measurement and effectively ‘mark its own homework’ have come to a head after trust in it appeared to have been knocked following today’s revelations. It admitted that bugs and calculation errors in its systems had rendered some of the metrics coming from its Instant Articles, video, referrals in Analytics for Apps and Page Insights products incorrect.
As it came clean with the errors, the social network moved swiftly to reassure advertisers that it is overhauling its measurement tools to fix the issues alongside a move to offer more third-party measurement to advertisers. Part of this shift, includes the formation of a Measurement Council and increased third party verification such as Moat and Comscore, both of which have worked with the social network in the past.
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This article was published by The Drum. A link to the original appears at the end of this post.
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