Gabey Goh
Sep 28, 2016

Facebook's video screwup: A tipping point for brands to be more discerning?

Facebook’s video miscalculation underscores the need for independent verification, a focus on view quality and platform diversification, experts say.

ASIA PACIFIC - Facebook’s admission that it had overestimated average viewing time for video ads on its platformfor two yearshas once again underscored the need for brands to more carefully evaluate their video strategies and measurement approaches.

Multiple industry commentators contacted by Campaign Asia-Pacific noted that the lack of transparency and third-party verification of metrics provided by walled gardens’ has long been a point of contention.

Ranji David,...

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