Top executives of Facebook went on an apology tour at Advertising Week in New York days after a controversy rose in the marketing community over the social network mistakenly overstating a key video metric.
Last week, Facebook apologized for miscalculating the average time users spend watching videos, citing the number was “overstated.”
Throughout the last year, Facebook has tried to double down on video and live video, with the potential to attract money from TV ad budgets. But the video metric flaw could throw a wrench into those plans.
Executive from tech companies like Twitter and AOL were also asked to address the measurement issue at Advertising Week, as a result of Facebook. “Anyone that knows me and knows our team knows that we take accuracy, transparency and trust extremely seriously,” Adam Bain, COO of Twitter, said on stage.
At least some of the frustration over Facebook’s video metrics may be a result of the lopsided balance of power between the social network and the marketers who flock to it.