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According to the Wall Street Journal, Crowd Siren, an online marketing agency, filed a lawsuit in a California federal court in 2016, alleging that Facebook was aware of irregularities in its video statistics since January 2015 and included nature of the problem. calculation error a few months later, but they did not reveal it until the next year.
The lawsuit, which quotes Facebook's internal documents, also refutes the fact that the magnitude of the miscalculation was far worse than what had been understood. "Facebook's internal efforts behind the scenes reflect a state of reckless indifference toward society regarding the accuracy of its statistics," the complainant said in a California filing. .
Bloomberg said the company's growth depended on advertisers' belief that viewers were viewing more videos on their site. Therefore, if Facebook had immediately corrected its miscalculation in a direct way, advertisers would have witnessed a sudden and abrupt drop in their audience statistics.
Given this situation, advertisers would be less likely to continue to buy video advertising on Facebook, which is why they decided to hide the information so as not to be affected by advertising revenue.
Once the request is received, Facebook issued a statement saying: "The claims that we have maintained the incorrect calculation of this advertiser's metric are false and we are questioning these claims in court, we believe that the complaint is unfounded and we will continue to defend ourselves against any related matter."
They also added that "The request is a metric calculation error that we reported in August 2016. At that point, we quickly worked to resolve the problem and replace the average duration of the video metric displayed by a new average time metric of the video ".
"As we also shared at that time, the calculation error did not affect billing or how media combination models evaluate their investments in Facebook videos, "said the company.
A press report quoted in 2016 indicated that Facebook counted, for two years, only reproductions of videos of a duration greater than 3 seconds to calculate their average viewing time metric. Visualizations of less than 3 seconds have not been taken into account, which shows that the average views have been inflated for some content.
It should be remembered that Facebook is working to address this issue by enabling more third-party measurement companies to validate their data and to audits by the Media Rating Council, the regulator of media sector measures.
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