For the online advertising industry, one of the elements that create a sense of security for advertisers is the guarantee seals of independent meters. That is, in a market in which more transparency and reliability are requested and in which not all players are still afraid of being surrounded by smoke, the guarantee seals of certain organizations work as a kind of reconfirmation of what is being bought It is “for real”.Losing those stamps can become a serious reputational problem, causing advertisers to take things much more critically. That’s what could be about to happen to Facebook right now.As an exclusive from The Wall Street Journal has just revealed , the Media Rating Council could remove its seal of approval that secures data from Facebook advertising, because they believe that the company has not complied with their demands.The story, although the chapter is recent, dates back to 2016. Then, Facebook acknowledged that it had been measuring poorly the content and the results achieved. The company spoke of a discrepancy and pointed out that due to a bug, the weekly and monthly reach of the content, the viewing of videos and the time that users spent reading articles had been poorly measured.It did this after previously acknowledging that it had been giving page results that were not correct and also that it had not measured the video data well. On the videos, the measurements had come to inflate the viewing data by up to 80%.All this meant that the industry was seeing what was happening wrong and having a distorted vision of reality. In fact, two years later, Facebook was sued in a California court for advertising fraud (the company indicated at the time that the complaint was unfounded).
In that same year, there were also those who pointed out that Facebook data was part of the Palestinian Territories Email List blame for the bubble of media specialized in videos for the social network, which grew, triumphed and later collapsed, dragging many headlines. Not a few media had pivoted their business to focus on that type of content and they clicked when Facebook changed the rules of its algorithm, but had they made a good decision if we take into account that the data was wrong? Or so the analysts asked.Lack of responseThe issue that impacts now is related to the audit that followed the fact that the situation was made public. Facebook underwent an audit by Ernst & Young, which pointed to certain weaknesses and doubts about measurements and data delivery in video advertising.
The audit has raised questions about certain things, and as the Journal has now learned , Facebook has not responded to those questions. An internal letter from the Media Rating Council to which the economic newspaper has had access recommends “strongly” that “negative action” be taken against Facebook within 60 days, due to the “lack of response” and action by the social network. “This feedback should be considered a solid message to Facebook,” they point out.Facebook would be in danger of losing the body’s seal of assurance that the data it gives about the effectiveness of its ads is legitimate and trustworthy.
Losing it would not prevent you from continuing to operate and sell advertising, but it would brutally damage your reputation and possibly impact the advertising spend of the big brands.Facebook has been disappointed, according to the Journal , that the letter has reached the media and has insisted that these types of messages are part of the audit process, that they have been working since 2016 on this with the agency and that they will continue doing it. The Media Rating Council has simply indicated that the process is in an internal phase and has not pointed out more.