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Facebook’s ad metric problem is becoming Zuckerberg’s headache

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Re: Facebook’s ad metric problem is becoming Zuckerberg’s headache

#21

Post by elgenie »

vthallam wrote: post #19
elgenie wrote: post #4

FB audited a bunch of metrics and found issues with 4 out of 220. The narrative being pushed here is that all of them nefariously favored FB. The only problem with that is that it's not true. > """Elsewhere, Facebook admitted to exaggerating the number of full views that video ads received""" You can tell they didn't do any homework, since the issue was that full views were under reported when the audio and video tra…

Forget about this article and consider the video metrics they inflated. They counted a 3 sec play as a video view and that's a big thing. 4 out of 220 is still a big number for a big company such as FB to be wrong at.

> They counted a 3 sec play as a video view and that's a big thing.

3+ seconds representing a single FB view has been the definition of a video view on FB since the metric became public.

Re: Facebook’s ad metric problem is becoming Zuckerberg’s headache

#22

Post by elgenie »

kingkawn wrote: post #17
elgenie wrote: post #4

FB audited a bunch of metrics and found issues with 4 out of 220. The narrative being pushed here is that all of them nefariously favored FB. The only problem with that is that it's not true. > """Elsewhere, Facebook admitted to exaggerating the number of full views that video ads received""" You can tell they didn't do any homework, since the issue was that full views were under reported when the audio and video tra…

'Actually roughly' is the best

If you need help parsing, it's "actually (roughly 35% greater)".

Re: Facebook’s ad metric problem is becoming Zuckerberg’s headache

#23

Post by raverbashing »

kodfodrasz wrote: post #16

I'm pretty sure its just an accident. Any false news suggesting else will be filtered from people's newsfeeds for their own safety.

"Against our terms of service"

Now if you want to post a lynching or ads for ISIS feel free to do so

Re: Facebook’s ad metric problem is becoming Zuckerberg’s headache

#26

Post by 2sk21 »

rebootthesystem wrote: post #25

Facebook advertising ROI is horrible. Not worth the effort. Sure, it works our for some but most end up learning the hard way that FB is a great way to burn cash, fast.

Not trolling but genuinely curious what kind of things you are trying to advertise. I have read elsewhere exactly the opposite that Facebook ROI is very good due to the precise targeting. I am just a back-end developer!

Re: Facebook’s ad metric problem is becoming Zuckerberg’s headache

#27

Post by Ralfp »

elgenie wrote: post #21
vthallam wrote: post #19

Earlier quoted context omitted.

Forget about this article and consider the video metrics they inflated. They counted a 3 sec play as a video view and that's a big thing. 4 out of 220 is still a big number for a big company such as FB to be wrong at.

> They counted a 3 sec play as a video view and that's a big thing. 3+ seconds representing a single FB view has been the definition of a video view on FB since the metric became public.

And it was considered dishonest way to count views since then too:

https://medium.com/@hankgreen/is-facebook-lying-about-video-...

Re: Facebook’s ad metric problem is becoming Zuckerberg’s headache

#28

Post by Ralfp »

tyre wrote: post #12
sean_patel wrote: post #3

This is not new, and I've spoken about this here before. Facebook used fraudulent methods to artificially inflate their view counts, and pedelled those fake and grossly exagerrated #s for "eyeballs" to the unsuspecting advertizers. "How Facebook is Stealing Billions of Views" - Kurzgesagt – In a Nutshell exposed this with detailed analysis and evidence. Watch it here => https://www.youtube.com/watch?v=t7tA3NNKF0Q I c…

I watched the video you linked to, which is mostly about people who rip content from YouTube and upload it to Facebook. The people who view the pirated content are still viewing content on FB. That isn't "artificially inflat[ing] their view counts." Those are real views, which is what advertisers are paying for, even if what they are viewing is stolen. The point about counting 3 seconds of auto-play as a view is prob…

Bit into the video they mention explictly that "Facebook is cheating" and "they autoplay and count 3 seconds (even with no audio on) as view", meaning that if you are scrolling trough your feed slowly enough, you count as viewer, event if you don't.

Re: Facebook’s ad metric problem is becoming Zuckerberg’s headache

#30

Post by smallgovt »

I've spent millions on FBX. Unless I'm missing something, Facebook has nothing to gain and a lot to lose from "artificially inflating" views.

FBX is an ad EXCHANGE where inventory gets sold to the highest bidder. If FB over-reports views by a factor of 2X to advertisers, the average CPM that advertisers are willing to pay will simply fall by 50%. Sure, there may be a short time period before bids equilibrate, but FB is liquid enough that this would happen extremely quickly.

The same principle applies to people up in arms concerning "click fraud" on Facebook and/or Google's ad networks. As an advertiser, you really should not CARE if there is click fraud. So long as it impacts all advertisers equally, we're all bidding for the same quality inventory.

It's useful to keep in mind that the vast majority of advertisers on any liquid ad network will not be successful. It's easy to rationalize that the reason you aren't able to make the channel work is that the network "rips off" its advertisers. In reality, there is no incentive for them to do so.

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