Video playback is a fake? Facebook reportedly inflated long-Facebook video playback, giving false information-IT information

According to the Wall Street Journal, people familiar with the matter said, as Facebook two years significantly inflated the average viewing time video ads on its platform, triggering discontent of large advertisers and marketers.

Facebook a few weeks ago, in its "advertisers help center" published a post, revealed that its users watch videos the average time is artificially inflated because the company had only watched video watch more than 3 seconds. The company also said that they would introduce a new indicators to address this issue.

People familiar with the matter said, some gain adjustment notice from Facebook's advertising agency executives have begun studying the issue in depth, and Facebook to provide more detailed information.

According to the advertising agency Publicis communications media to its customers in late August, Facebook revealed to the company and users previous statistical method may be the average video viewing time has inflated from 60% to 80%.

Publicis media spokesman advised reporters to call Facebook phone.

Calculating according to RECMA, a market research firm, it Publicis media 2015 on behalf of marketers from around the world bought about $ 77 billion ads.

People familiar with the matter said, advertising giant WPP's ad-buying Division GroupM has received notification from Facebook.

"We recently discovered that an error occurred the way we calculate video index. "Facebook said in a statement that" the errors have been resolved, does not affect billing. We have via the product console, as well as sales and distribution channels to inform the partner. We also changed the name of the index, further defined the content that we measure. Are our many partners of the index used to assess one of many indicators of their video ads. ”

This matter of embarrassing Facebook, the company said its video in recent years at a rapid rate.

Due to a data error, marketers may have misjudged their Facebook over the past two years to buy video advertising performance. It is also possible to them in all types of video advertising platform affect investment decisions, including Facebook, YouTube, Twitter, and all major television stations.

Media companies and publishers have also been affected, because they are issued by the statistical data on social networks video content errors will also occur. Many people use this information to determine the content put on the site.

Facebook in the past two years will be watched for more than 3 seconds of video included in the "average video viewing time" (Average Duration of Video Viewed) this indicator. Duration less than 3 seconds of video are not counted, so inflate the average. Facebook's new indicators "average viewing time" (Average Watch Time) will fully reflect all video viewing time, and replacing its previous targets.

Publicis said in a letter sent to clients in the media, the purpose of this adjustment is confused, ignore errors before.

The company wrote in a memo: "to make my relationship with the wrong index from, and Facebook doesn't care about old index, and launched in September the ' new ' indicator. In essence, from the outset, they just added a new name to should introduce indicators. ”

The attacks led to the advertisers and media companies on Facebook and Google Enterprise "walled garden" concern. The two companies have kept data, allow only a limited number of third-party tracking companies access to its system.

Unilever's Chief Marketing Officer, jisi·Weide (Keith Weed) said in media interviews last year, does not allow third-party measurement data technology company in its platform equivalent to "allow students to grade their own homework".

Publicis media, said: "this once again highlights the urgent needs of third party to confirm the Facebook platform. Index inflated for up to two years is unacceptable. ”

视频播放量是伪造的？Facebook被曝虚增视频播放时长 - Facebook,虚报数据 - IT资讯

据《华尔街日报》报道，知情人士透露，由于Facebook两年来大幅虚增了其平台上的视频广告平均观看时间，引发了大型广告主和营销人员的不满。

Facebook几周前在其“广告主帮助中心”发布了一篇帖子，透露其用户观看视频的平均时间被人为虚增，原因是该公司只计算了视频观看时长超过3秒的观看量。该公司还表示，他们将引入新的指标来解决这一问题。

知情人士表示，一些从Facebook那里获得调整通知的广告代理公司高管已经开始深入研究这一问题，并促使Facebook为其提供更加详细的资料。

根据广告公司阳狮传媒今年8月末发给其客户的信函，Facebook向该公司透露，之前的统计方法可能将用户的平均广告视频观看时长虚增了60%至80%。

阳狮传媒发言人建议记者拨打Facebook电话询问。

根据市场研究公司RECMA的测算，阳狮传媒2015年代表世界各地的营销人员购买了大约770亿美元广告。

知情人士称，广告巨头WPP旗下广告购买部门GroupM也收到了Facebook的通知。

“我们最近发现我们计算视频指标的方式出现了一个错误。”Facebook在声明中说，“这个错误已经解决，不会影响帐单。我们也已经通过产品控制台，以及销售和发行商渠道通知了合作伙伴。我们还更改了这个指标的名称，进一步明确我们所测算的内容。该指标是我们很多合作伙伴用于评估其视频广告的众多指标中的一个。”

此事令Facebook颇为尴尬，该公司一直宣称其视频播放量最近几年在快速增长。

由于数据错误，营销人员可能已经错误地判断了他们过去两年购买的Facebook视频广告的表现。这也有可能对他们在各类视频广告平台上的投资决策产生影响，包括Facebook、YouTube、Twitter和各大电视台。

媒体公司和发行商也受到了影响，因为他们因此出具的社交网络视频内容的统计数据也会出现错误。很多人使用这些信息来决定内容的投放地点。

Facebook过去两年只将观看量超过3秒的视频列入“平均视频观看时长”（Average Duration of Video Viewed）这一指标。时长不足3秒的视频观看均未计算在内，因此虚增了平均数。Facebook的新指标“平均观看时间”（Average Watch Time）则会全面反映所有视频观看时间，并将取代之前的指标。

阳狮传媒在发给客户的信中表示，此次调整的目的是令人产生迷惑，忽视之前的错误。

该公司在备忘录中写道：“为了让自己跟这个错误的指标脱离关系，Facebook对旧指标不以为然，并在9月推出了‘新’指标。从本质上讲，他们只是在从一开始就应该推出的指标上加了一个新名字。”

此次事件进一步引发了广告主和媒体公司对Facebook和谷歌等企业的“围墙花园”的担忧。这两家公司都对数据守口如瓶，只允许有限的第三方追踪公司接入其系统内部。

联合利华首席营销官基斯·韦德（Keith Weed）去年接受媒体采访时表示，不允许第三方测算其平台数据的科技公司相当于“让学生给自己的家庭作业打分”。

阳狮传媒也表示：“这再次凸显出第三方对Facebook平台进行确认的迫切需求。长达两年的指标虚增是不可接受的。”