NEWS20 December 2016

Measurement pressure mounts for Facebook

Media News North America

US – Facebook has acknowledged a measurement problem – the fourth in as many months.


In a blog post on its site, the social network said: “We’ve uncovered an issue for a small group of Instant Articles publishers that impacts reporting in comScore. ComScore alerted us to the issue, and we’ve since identified this is a result of a recent Facebook update that impacted publishers using our legacy comScore integration who support HTTPS on their websites.”

It went on to explain that the glitch had caused under-reporting of iPhone traffic from Facebook in comScore products between 20 September and 30 November this year.

“We have fixed the issue and are working with comScore to produce updated estimates for the relevant time periods for the small group of partners affected,” it added.

Previous measurement problems have included overestimating the average viewing time for video ads.

This latest measurement revelation comes as pressure is growing on the business to address the rise in fake news shared on its site and how its algorithms manage this.