Following Facebook’s recent admittance to inflating video engagement statistics by between 60% and 80% for two years, advertising groups have called for third-party oversight for marketing investment. The European Commission has also launched an investigation into the matter.
Following Facebook’s recent admittance to inflating video engagement statistics by between 60% and 80% for two years, advertising groups have called for third-party oversight for marketing investment. Sir Martin Sorrell said brands were increasingly questioning their digital spending, citing Proctor and Gamble's withdrawal of its investments in targeted ads on Facebook last month, and that measurements needed to be independent to be of value.