Digiday+ Member Article

Facebook has a trust problem. The first time it announced a metrics screwup, advertisers shrugged. The next time, they raised an eyebrow. By the third time, they had to wonder what was going on.

“This news has put a level of doubt or mistrust in our clients that is a hurdle we have had to overcome,” said Kevin Wright, director of social media at Blitz. In response to the snafus, marketers unanimously lobbied for third-party measurement audits. Those audits are now here since Facebook and YouTube have opened up themselves to Media Ratings Council inspections.

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