Publishers Have Their Own Gripes with Facebook Measurement

Publishers have their own issues with Facebook’s measurement shortcomings.

When Facebook admitted it inflated the video views on its site, it bolstered the narrative that Facebook has been skimpy with the data it provides businesses that depend on it, and that to promote confidence in the platform, it needs to have independent companies verify its data.

Facebook isn’t alone in this; publishers and ad buyers have been frustrated by other platforms’ limitations in the data they provide, which makes it hard for both groups to measure their footprint and impact in a distributed world and make comparisons across platforms. Facebook has a bigger impact because of its sheer size, though.

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