New scandal in the advertising market on social networks, which affects LinkedIn this time. The social network just acknowledged that it has been overcharging its advertisers for two years. The problem is similar to what became a reputation nightmare for Facebook a few years ago: The company was misjudging the success of videos on the social network.What exactly has happened to LinkedIn? The company just acknowledged that it has discovered a couple of errors in its measurement system. The errors were detected last August and the social network has just solved them right now.The two measurement errors implied that the impression and view data of ad campaigns were collected incorrectly. As he explained LinkedIn, and as collected The Wall Street Journal , an excess counted in video views and content impressions. All these errors were in paid campaigns.

With the videos, the problem was in what happened in the devices that use iOS, the Apple operating system and that is present in the iPhone or iPad. With some videos, both published organically and in advertising, the system counted as a reproduction something that the user was not seeing.If the video was scrolled over when it was being saved in the background, the video was broadcast in autoplay, even if the consumer was not watching it (the screen was already at a different height). That reproduction was counted as a legitimate one.In the case of impressions, LinkedIn was counting as impressions elements that were not fair, such as views that were made when the screen was rotated or quickly went to another part of the mobile app.In both cases, these elements have made it possible to add impressions and viewings in the final account that never were.

In short, LinkedIn was Slovakia Email List unknowingly inflating the results advertisers were seeing.418,000 advertisers and about $ 25 per headIn total, they estimate that some 418,000 advertisers have been victims of this failure, although they estimate that 90% of those affected paid less than $ 25 in excess because of the errors. LinkedIn will give the victims of its mistake vouchers for future advertising campaigns on the platform.Although the figures are low and the economic amounts are therefore not very bloody case by case (although if you multiply those 418,000 potentially victim advertisers by the maximum 25 dollars that may have paid extra, you arrive at the overwhelming amount of just over 10 million dollars), the data becomes a new blow to the credibility of social networks as advertising space.

The reputation problem of social networks LinkedIn is not, precisely, the social network that has had the most reputational problems in recent years, one could almost say the opposite. However, in general, marketers are increasingly critical of social media marketing and the advertising promises that social networks make.The Facebook case is the milestone in this field. The company recognized a few years ago, and just after the Cambridge Analytica scandal, that it had mismeasured its video data , which had hurt advertisers and, some analysts believed, digital media that were launched to conquer video and that they ended up collapsing after that.

Facebook had created a bubble, that of the video, that had destroyed other types of content before collapsing like an element with feet of clay.Advertisers had been asking for more transparency from the social media industry for some time and that was one of the elements that put the finishing touches to their weariness. Advertisers have been demanding third-party systems for years that measure the legitimacy of the data offered by social networks and more information about what is happening with their campaigns. Although social networks have begun to work to do so, each new scandal fills the industry with more weariness.

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