Yes, really: Yet another Facebook metrics issue arises
December 19, 2016
This is getting a bit ridiculous, everyone can agree.
Once again, Facebook is apologizing for a metrics issue, this time related to its Instant Articles feature.
It’s yet more evidence that the social media giant needs to get its measurement on track or face risk of a backlash from advertisers, who are becoming more frustrated with this series of gaffes and wondering whether they can trust the site.
This time, Facebook disclosed in a blog posted Friday, publishers who posted in Instant Articles may have seen their reach undercounted. Users of iPhones weren’t being tracked properly from Sept. 20 to Nov. 30, according to measurement company comScore, which said iPads and Androids did not suffer the same issue.
“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. We have reached out to affected publishers,” noted the Facebook blog.
Latest in a series
It’s the fourth time in the past three months that the social network has admitted to a metrics problem. While none, by itself, is all that significant, the net effect is to spark worries about Facebook’s measurement problems and make advertisers worry if they can trust what the social network tells them.
Even more, it makes them wonder if they’re getting what they pay for.
Buyers tell Media Life they’d like to see Facebook bring in a third party to verify numbers and work on improving measurement standards.
Weekend TV: Can anyone beat the UConn women?
Putting a pricetag on ad fraud: $16.4 billion
CBS renews a slew of shows, with a few missing
‘Empire’ rises slightly in its return to lift Fox to first
TV programming blog: All the cancellations and renewals
Well now: Mobile usage is even bigger than you think
Surprise: There’s one area where TV viewing is soaring
CBS, the daytime leader, leads Daytime Emmy nominations
Whoa: Almost a third of Millennials cut the cord
Media Life’s Digital Media Transparency Initiative
With old NCAA favorites gone, new ones emerge
World Baseball Classic ratings looking strong
Univision tops week, Telemundo claims top show
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency