Media Rating Council to Audit Facebook Metrics

February 13 2017 - Posted at MrWeb News Online: The Media Rating Council (MRC) is to carry out an independent audit of Facebook's advertising metrics, following the social network's recent measurement problems.

The firm admitted last year to at least three separate errors, and is fighting a claim brought by three advertisers following its disclosure in the summer that it had drastically overstated the time users spend watching its video ads. A further revelation in the autumn related to its Page Insights tool, and a month later it detailed discrepancies in 'like' and 'share' button counts, as well as those for mobile search queries. Last month, a survey carried out by US-based research firm Advertiser Perceptions found that around 40% of marketers were planning to conduct independent audits of Facebook's metrics. More...