Facebook is reportedly accused of misleading many top-notch brands by not revealing them for over a year it the social networking giant was overestimating the number of time people were spending in watching videos in their news feed.
In September 2016, Facebook has admitted that it has been blowing off its most common video viewing figures by just counting the views that evidently lasts longer than three seconds. These particular tactics that had inflated the average times of view by 60% to 80%. Facebook told this to one of the ad-buying agency during that time.
The above mentioned represented metrics have no accordance with the paid advertisements. However, Facebook would have misled the brands into thinking that Facebook was much more livelier video platform than it previously was and due to this some of the small advertisers have sued the social network platform after Facebook admitted to this admission.
As of now, the claimants have reportedly filed an amended complaint. The earlier proceedings of the court allow them to review the internal records of Facebook which is comprised of around 80,000 pages. The plaintiffs, on the other hand, told on Tuesday that they have seemingly uncovered the evidence which shows that Facebook was utterly aware of the miscalculated metrics back in 2015 January.
The plaintiffs said mentioned the inflation of the metrics ranged from 150% – 900% and the 60% – 80%.
The new documents filed that “Facebook’s internal efforts behind the scenes reflect a company mentality of reckless indifference toward the accuracy of its metrics.”
In the meantime, Facebook told the Wall Street Journal that it was nothing was falsified to suggest that the social network giant has reportedly tried hiding the issue from the advertisers. One of the spokespeople of Facebook said that “We told our customers about the error when we discovered it—and updated our help center to explain the issue.”
Facebook’s inflation in accordance to video viewing figure not only affects the advertisers but they also affect the media outlets.