A Primer on the Facebook Measurement Wars | The Wall Street Journal
Facebook has been taking heat over the revelation that for two years it miscalculated a key metric, overestimating by as much as 80% the average time people spent watching video on its platform.
Some in the ad world say the controversy highlights why Facebook and other big digital platforms shouldn’t be “grading their own homework,” but should instead be submitting to measurement by independent, third-party tracking companies. It’s become a flashpoint for those arguing internet giants operate “walled gardens” with little transparency.
The Association of National Advertisers has even called for Facebook to undergo a measurement audit.
But Facebook, which has apologized for video inflate-gate, says it already has some 20 partnerships with third-party tracking firms. So who is right? Is there a problem to solve here or not?