LeCanadian

Top Menu

  • Login
  • Archives
  • Les Actualités
  • Advertising
  • Sexy Pages
  • Contact Us

Main Menu

  • Home
  • Business
  • Entertainment
  • Foodie
  • Headline
  • Health
  • Editorials
  • Lifestyle
  • Sports
  • UFO · Exopolitics
  • City
  • Sexuality
  • Dating
  • Login
  • Archives
  • Les Actualités
  • Advertising
  • Sexy Pages
  • Contact Us

logo

Header Banner

LeCanadian

  • Home
  • Business
  • Entertainment
  • Foodie
  • Headline
  • Health
  • Editorials
  • Lifestyle
  • Sports
  • UFO · Exopolitics
  • City
  • Sexuality
  • Dating
  • 5 ways sudoku boosts brain health

  • 10 tips to successfully market your law firm

  • 7 Amazing Gifts for Kids Who Like to Cook

  • Make Mortgage Overpayments Work for You

  • Son shares warning for immunocompromised after fully-vaccinated Tampa Bay dad dies from COVID-19

Business
Home›Business›Facebook Measurement Mistakes Test Advertisers’ Ardour

Facebook Measurement Mistakes Test Advertisers’ Ardour

By admin
December 20, 2016
1589
0
Share:

Facebook Inc. built a colossal business based on measuring something older advertising methods cannot: the granular details about people. Two months ago, the company copped to a flaw in that measurement. Then Facebook did it again. And again.

On Friday, Facebook revealed faulty metrics with Instant Articles, its mobile publishing system, the fourth disclosure of a measurement error since September. The admission sharpened calls for more independent organizations to monitor the performance of digital advertising. And some large firms that buy a lot of ads said they will more closely scrutinize their spending on the social networking giant and could shift marketing dollars elsewhere.

“People will take a step back and certainly look again where Facebook sits in their marketing mix,” said Rob Norman, chief digital officer for ad buyer GroupM. “My sense is that a more pragmatic air will prevail,” comparing the relationship between advertisers and the company to a marriage moving beyond the honeymoon stage.

In recent years, Facebook has taken an increasingly massive share of marketing budgets. Its revenue is growing by more than 50 per cent, and with Alphabet Inc.’s Google now accounts for 68 per cent of U.S. digital ad spending, according to data from the Interactive Advertising Bureau and Pivotal Research Group.

Facebook’s torrid rate of expansion could slow if advertisers are more cautious and users don’t continue to increase the time they spend on Instagram and its other services, Norman said. “There will be much greater circumspection in the board room and the advertising department,” he added. Indeed, company executives suggested in November that it probably won’t be able to maintain its explosive growth much longer. Facebook declined to comment on Friday.

In September, Facebook shared its first measurement error: inflated viewership numbers for its video ads, a relatively new product. Two months later, the company disclosed additional metric errors along with new tools for third-party measurement companies, including comScore and Nielsen, to track its system more closely.

Problems persisted. Earlier this month, a report in Marketing Land, an industry publication, spotted a discrepancy between Facebook’s internal metrics on how articles where shared and public measurements. Facebook confirmed the error. “That shouldn’t happen,” said Brian Wieser, senior analyst, Pivotal Research Group. “If anyone was concerned that Facebook’s self-audit was not sufficient enough, they just proved it.”

Some in the ad world agree. Facebook’s partners and competitors see its disclosures as further proof that additional parties are needed for these audits and uniform rules for how ads are counted, bought and sold across the web. Ad buyers said these types of measurement errors existed before, including with Google’s YouTube. But Facebook has opted — or been pressured into — disclosing them.

“It’s a sign of maturity that Facebook is owning this issue and embracing third-party measurement,” said Joe Zawadzki, chief executive officer of marketing technology firm MediaMath. “That’s good for brands, good for consumers, good for Facebook.”

It may not be all good for Facebook, though. Marketers, nervous about wasted spending, could shift budgets elsewhere. The wave of disclosures is likely to turn some advertisers away, Wieser said. Google ad sales staff were among the first to call media buyers when Facebook’s initial disclosure came, hoping to wrestle dollars away, the analyst noted. A Google spokesperson declined to comment.

Yet Wieser expects any Facebook ad sale losses to be small.

“Facebook is still the foundation of your digital campaign,” he said. “It will hurt. But we’ll never be able to know with certainty.”

Read More..

Post Views: 1,699
Previous Article

Gold Stocks Help Push TSX Higher, Canadian ...

Next Article

VW Offers to Pay Canadian Owners $2.1B ...

0
Shares
  • 0
  • +
  • 0
  • 0
  • 0
  • 0

Related articles More from author

  • Business

    Apple Inc’s iPhone 7 Release Could Dampen Margins for Big Three Wireless Carriers: Analyst

    September 21, 2016
    By admin
  • Business

    Warm Winter Causes Headaches for Seasonal Businesses

    March 1, 2016
    By admin
  • Business

    Venezuela Says it Will Distribute Millions of Seized Toys to Low Income Kids

    December 13, 2016
    By admin
  • Business

    TSX Ends Moderately as Oil Prices Pull Back From 4-day Rally

    December 7, 2016
    By admin
  • Business

    New Reese’s cups, Kit Kats sweeten Hershey’s results

    October 31, 2016
    By admin
  • Business

    Rapid Dose Therapeutics Signs Production Agreement With OG Laboratories to Produce Cannabis Vape and CBD From Hemp Products

    March 27, 2021
    By admin

Featured Petition

  • Bell Baker’s John Summers – Stop a Crime Against Humanity – What would his Mother think?
  • John E Summers: Ottawa Lawyer Attacks Motherhood and Civil Rights – Support His Disbarment
  • Stop Ottawa Lawyer John Summers’, Marcella Carby-Samuels’ & David Tenenbaum’s Ab
  • Week
  • Month

Week

Sorry. No data so far.

Month

Sorry. No data so far.

Popular on The Le Canadian

  1. AgoraCosmopolitan
  2. Agora Publishing Consortium
  3. Le Journal Canadien
  4. Dominion: Food News
  5. LeCanadian.com
  6. The Ottawa Star
  7. Capitalistocracy.com
  8. Agora Books Author House
  9. First Nations Press
  10. The Etiquette Show
  11. Ontario People's Front





Mark's



Recent Posts

  • 5 ways sudoku boosts brain health
  • 10 tips to successfully market your law firm
  • 7 Amazing Gifts for Kids Who Like to Cook
  • Make Mortgage Overpayments Work for You
  • Son shares warning for immunocompromised after fully-vaccinated Tampa Bay dad dies from COVID-19
  • Catching Covid-19 after being vaccinated isn’t a myth. It happened to me
  • My COVID Story: “I got COVID after being fully vaccinated”
  • Albertans fully vaccinated for COVID-19 urged to stay cautious during pandemic’s 4th wave
  • I got the vaccine – and then I got Covid: Readers share their stories
  • Brazilian minister tests positive for Covid after meeting maskless Johnson

Most Viewed Posts

No Posts found

Visitors

  • Home
  • Business
  • Entertainment
  • Foodie
  • Headline
  • Health
  • Editorials
  • Lifestyle
  • Sports
  • UFO · Exopolitics
  • City
  • Sexuality
  • Dating