Facebook Agrees To Settle Suit Over Inflated Video Ad Metrics

From Wendy Davis on MediaPost:

Facebook has agreed to settle a class-action complaint accusing the company of inflating video metrics by up to 900%, lawyers for marketing agencies told a judge Wednesday.

If accepted by U.S. District Court Judge Jeffrey White in Oakland, California, the deal will resolve a legal battle dating to 2016, when marketers alleged that misrepresentations by Facebook resulted in inflated prices for video ads.

I can remember this period: Facebook was aggressively pushing into a phase of competition with YouTube and fighting hard for 2016 campaign advertising dollars.

Just another good cautionary tale to remind digital directors and ad buyers of the adage “buyer beware.” As much as possible, you should measure ROI yourself.