×
You will be redirected back to your article in seconds

Facebook Discloses Yet Another Ad-Measurement Glitch, Will Refund Affected Clients

Social giant says glitch affecting video-carousel ads for mobile browsers affected 0.04% of impressions

Facebook has found another bug in its ad-measurement systems — the fifth time in the last eight months the social giant has revealed an error in how it reports metrics.

The company said the impact of the recently discovered issue was minor, affecting only 0.04% of total billed ad impressions. “Regardless of how many impressions were affected, we take all bugs seriously and apologize for any inconvenience this has caused,” the company said in a blog post. Facebook said affected advertisers will receive a full credit for charges incurred because of the error.

According to Facebook, the bug misattributed clicks on video-carousel ads as link clicks (which advertisers pay for) when users were accessing the service using a mobile web browser on a smartphone. The error did not affect tabulations on desktop PCs or in the Facebook mobile app.

Facebook claims it’s trying to be as transparent as possible with advertisers, and the thinking is that such disclosures — however minor — will build trust with marketers. Earlier this year, the company also announced partnerships with more third-party measurement providers and expanded its relationship with Nielsen to verify its reporting.

Last September, Facebook revealed that it had overstated the average time spent viewing videos for two years. While that also didn’t affect ad rates, it gave marketers a skewed view of how well their ads were performing. That was followed by additional disclosures of measurement bugs, including one that overstated the “organic” audience of Facebook Pages.

The latest bug affected billing only for the video-carousel ad unit, and only when the advertiser chose to bid on link clicks. In addition, it only affected views for people who were on smartphone web browsers, according to Facebook. In those cases, advertisers were incorrectly billed when people clicked on the videos in the carousel to enlarge and watch them.

Facebook noted that most of its users — which numbered nearly 2 billion per month in the first quarter — access the service through its proprietary app for smartphone.

Popular on Variety

More Digital

  • MINDHUNTER

    Netflix's Podcast Slate 'Deepens' Space Around Original Content, Programmers Say

    It should come as no surprise that, in its quest to become a full-blown entertainment ecosystem, Netflix has built a roster of podcast programming to complement its scores or original series and films. The programs recruit top talent and hosts to hang out and talk about the streaming giant’s TV and film content. It’s a [...]

  • Netflix-logo-N-icon

    Netflix Is Testing Human-Curated 'Collections'

    Netflix, a company powered by the strategic use of data, relies on artificial intelligence to suggest new content that its streaming customers are likely to be interested in. Now it’s looking to potentially add a human touch: The company has launched a limited-scale test of “Collections,” a new feature that presents groups of movies and [...]

  • wolves in the walls emmy

    Neil Gaiman VR Experience 'Wolves in the Walls' Wins Primetime Emmy

    “Wolves in the Walls,” the virtual reality (VR) experience based on Neil Gaiman’s children’s book by the same name, has been awarded with a Primetime Emmy for outstanding innovation in interactive media. The experience has been produced by San Francisco-based immersive entertainment startup Fable, which puts a big effort on making the viewer a participating [...]

  • The Void San Francisco

    The Void Teams Up With Sony Pictures for New Location-Based VR Experience

    James Murdoch-backed virtual reality (VR) startup The Void has teamed up with Sony Pictures Virtual reality to produce a new location-based VR experience, according to Curtis Hickman, the startup’s chief creative officer. Hickman revealed the partnership in a conversation with Variety this week, during which he also outlined plans to bring more original IP to [...]

  • US President Donald J. Trump speaks

    Apple Stock Down 4.6% After Trump ‘Orders’ Companies to Leave China

    Apple’s share price was down around 4.6% Friday at the close of the market, to $202.64 per share, after President Trump took to Twitter to “order” U.S. companies to leave China. The slide came amid a market-wide sell-off, with the NASDAQ sliding 3%, and the Dow dropping 623 points. Trump’s edict was a response to [...]

  • Former head of CAA China Peter

    Peter Loehr to Spearhead Asia Expansion of Genies Avatar Venture (EXCLUSIVE)

    Peter Loehr, the former head of CAA in China, and seasoned music executive John Possman have been tapped by digital avatar company Genies to lead its expansion into Asia. The company’s proprietary avatar technology allows users to express ideas, thoughts and feelings in a different way from text, audio and video. Within the app and [...]

More From Our Brands

Access exclusive content