That Facebook is the dark side of the internet is evident, although Zuckerberg plans to clean up his image and that of his company through a multitude of charitable initiatives, the reality is that few companies in the internet world are known to play their cards so dirty. On this occasion we will not talk about privacy or the sale of data, on this occasion the victims have been companies, who have received false data from the viewing of their advertising videos for more than two years. This uncovers an important web of inflated data intended to "satisfy" the marketers' eye on the hiring companies.
- Fayerwayer echoed the plot discovered by The Wall Street Journal one more time. And is that Facebook has been lying to users, companies and stakeholders that for two years they have been paying for the advertising content in the form of video, since the algorithm of detection of audiences was at least falsified. We found a system similar to that of Volkswagen with pollution, offering data to keep those in charge of regulating the system happy, while the reality was quite far from what we found ourselves.
How did the Facebook plot work with visualizations?
These types of problems arise when the one who is selling you the service also sells the results. Facebook's algorithm counts as "seen" any video whose playback time is longer than three seconds. The key is evident, in just three seconds you cannot draw any conclusion from an advertising content, or the brand or even the message they want to send. Thus, se artificially increased the average reproduction of users between 60% and 80%.
All this makes much more sense if we remember that Facebook has activated by default the automatic playback of ALL videos in its web version, iOS application and Android application, so many of these videos are played for more than three seconds without the need for the user who has been counted as an audience by the system to have not even fixed his pupil on it, in fact, it is most likely that he has. skipped or played while the user was reading other content, such as a Facebook status directly below or just above it. Potagia magic, so Facebook offers companies spectacular marketing results, but they do not correspond to reality.
Facebook defends itself and specialized media attack
Facebook has not taken too long to sing the particular "mea culpa", however, it has not offered any kind of bonus to the affected users. We can understand, on the other hand, the possibility that certain companies start a legal procedure to compensate for the damages suffered, however, it can be counterproductive, due to the popular shame of having been scammed by a company like Facebook, or worse, not having put measures to verify audience data that they had been receiving in the last two years.
Knowing how long a video is viewed is key for companies to decide or not to invest your advertisements on this network. But some firms have already begun to express their anger at this mess: for example, the French multinational Publicis Media has written to its clients exposing the problem, and considering that “two years of reports with inflated numbers is something unacceptable - Digital Economy
Facebook continues to garner hatred, and if the majority of users had already earned it (despite the dependence on continuing to use the social network), has now turned the brands that are advertised against him. However, we are facing a relationship of mutual dependence, since many companies have Facebook as the fundamental piece of their representation on the networks. Perhaps the maxim "who robs a thief, a hundred years of forgiveness" could apply here.