I'm really starting to wonder about other possible _shady_ things that go on at Facebook, but are swept under the rug or go unreported.
Just in case you were not already aware, Facebook is not to be trusted under any circumstances.
Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
21–30 of 37 posts
Re: Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
#22Watching acquaintances raise funding around metrics like “viewership”, “engagement”, “reach”, and “accounts” has made me especially weary of companies espousing some kind of Golden Metric (big red flag if they don’t mention earnings/money) as a means to justify they are an awesome business. It’s just too easy to “fudge the numbers” and give the very-best-case estimates that don’t incorporate uncertainty or sensitivit…
Ideally you want to correlate the metric with the dollar ROI. I have yet to see extensive reports on that about google & FB. It's crazy to think the amount of money being thrown at them willy-nilly
John Wanamaker (1838-1922) was a very successful United States merchant, religious leader and political figure, considered by some to be a "pioneer in marketing”. He opened one of the first and most successful department stores in the United States, which grew to 16 stores and eventually became part of Macy’s.
He is credited with coining the phrase “Half the money I spend on advertising is wasted; the trouble is I don't know which half”.
src : https://www.b2bmarketing.net/en-gb/resources/blog/half-money...
my 2 cts : there was never a culture of performance in marketing. Its very hard, especially in a phygital scenario (digital ad, real world spending)
Re: Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
#23How is that even a problem? I ran facebook ads for a few month and I didn't event care about the number of views. All I stared at was the ROI. Ads are profitable ? => I keep the ad runing. Not profitable ? => I stop them.
If some user are stupid enough to run unprofitable ads, it's their problem.
Re: Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
#24How is that even a problem? I ran facebook ads for a few month and I didn't event care about the number of views. All I stared at was the ROI. Ads are profitable ? => I keep the ad runing. Not profitable ? => I stop them. If some user are stupid enough to run unprofitable ads, it's their problem.
Wait, do you really think people who don't fit your narrow advertising use cases are stupid?
How do you stare at the ROI for a CPG brand looking to build awareness for their campaign or product?
Media companies that pivoted to Facebook videos looked at user engagement in the form of video views and would market their size to advertisers.
Re: Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
#25We changed the url from https://twitter.com/profgalloway/status/1183207739675291654 to the article it points to. If there's a better article on this, we can change it again. Submitted title was "Facebook's viewership metrics were inflated by 150 to 900%".
should be pinned-at-top comment
Re: Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
#26Watching acquaintances raise funding around metrics like “viewership”, “engagement”, “reach”, and “accounts” has made me especially weary of companies espousing some kind of Golden Metric (big red flag if they don’t mention earnings/money) as a means to justify they are an awesome business. It’s just too easy to “fudge the numbers” and give the very-best-case estimates that don’t incorporate uncertainty or sensitivit…
Ideally you want to correlate the metric with the dollar ROI. I have yet to see extensive reports on that about google & FB. It's crazy to think the amount of money being thrown at them willy-nilly
Even ROI can't be counted separately, as both companies can count the same conversion as theirs (up to 30 or 90 days layer if I recall correctly). You really need to use 3rd party for validation.
Re: Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
#27Earlier quoted context omitted.
Ideally you want to correlate the metric with the dollar ROI. I have yet to see extensive reports on that about google & FB. It's crazy to think the amount of money being thrown at them willy-nilly
John Wanamaker (1838-1922) was a very successful United States merchant, religious leader and political figure, considered by some to be a "pioneer in marketing”. He opened one of the first and most successful department stores in the United States, which grew to 16 stores and eventually became part of Macy’s. He is credited with coining the phrase “Half the money I spend on advertising is wasted; the trouble is I do…
That's a great excuse for 1830 but today i would expect to see tens of precise , large scale studies from an industry that spends billions every year. The fact that I don't, makes me suspicious
Re: Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
#28Earlier quoted context omitted.
John Wanamaker (1838-1922) was a very successful United States merchant, religious leader and political figure, considered by some to be a "pioneer in marketing”. He opened one of the first and most successful department stores in the United States, which grew to 16 stores and eventually became part of Macy’s. He is credited with coining the phrase “Half the money I spend on advertising is wasted; the trouble is I do…
That's a great excuse for 1830 but today i would expect to see tens of precise , large scale studies from an industry that spends billions every year. The fact that I don't, makes me suspicious
These studies exist, but tend not to be published. Essentially there's little to no commercial benefit from publishing, so people tend not to.
Like, I would argue that 80-90% of Goog/FB revenue is correlated with sales. This may be done badly (often), but it is done.
Re: Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
#29Earlier quoted context omitted.
Ideally you want to correlate the metric with the dollar ROI. I have yet to see extensive reports on that about google & FB. It's crazy to think the amount of money being thrown at them willy-nilly
Even ROI can't be counted separately, as both companies can count the same conversion as theirs (up to 30 or 90 days layer if I recall correctly). You really need to use 3rd party for validation.
And then you can't do viewthrough (especially on mobile). It's a mess, to be honest.
Re: Facebook to Pay $40M Under Proposed Settlement in Video Metrics Suit
#30Hm? Who pays for "views"? I thought ad buyers insisted on paying only for click-through, as a minimum.
It really depends on platform. Adwords/FB are PPC. But many of the smaller alternate display networks charge by CPM (1000 views) or similar. As a rule of thumb paying for views means lower value. Often networks try and justify it and say we are as 'premium network'. I treat those words as a red flag more than CPM as I'm yet to test a 'premium network' that has better ROI or customers than others. All that said, somet…
Public Service Announcement: Most FB ads are charged on a CPM basis. Note that they are optimised and often measured on a PPC basis, but they are not charged that way.