Zhitong Finance APP learned that some media reported on November 26 that Facebook (FB.US) is compensating some advertisers. Earlier, the company found that an advertising tool was malfunctioning. The tool could help customers know the final effect of advertising, such as whether it will prompt consumers to download apps or buy products. Facebook has not yet commented on this news.
reported that this month, Facebook found that in the past 12 months, its "conversion lift" (conversion lift) tool overestimated some advertising and marketing effects. This failure caused some data to be distorted, and advertisers used the data to determine their advertising budget on Facebook.
This is not the first problem Facebook has found in its system of measuring advertiser activity. In September 2016, the company stated that it overestimated the average time people spent watching video ads in two years. At that time, the number of viewers reported by the company exceeded the official US population data.
It is reported that as a major advertising platform, Facebook’s advertising revenue in the third quarter reached 21.2 billion US dollars, an increase of 22% over the same period last year. Holiday demand is expected to increase advertising revenue in the fourth quarter.
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