Facebook overestimated its average video viewing time metric by 60 percent to 80 percent for 2 years
Wall Street Journal
But did you know: According to data Publicis Media says it obtained from Facebook, Facebook has been vastly over reporting its key video metric for more than two years. Publicis estimates that Facebook overestimated average video viewing time by 60 percent to 80 percent, leading publishers and marketers to misjudge the success of video on the platform and potentially leading advertisers to spend more money on Facebook over other platforms. Publicis argues that overestimates show “the absolute need to have third party tagging and verification on Facebook’s platform.” Facebook says it discovered the error in how it was calculating video metrics, and informed partners of the mistake.