A small advertiser group sued Facebook, claiming that the social network had known about measurement errors for a year before being reported.
The group is called LLE One and includes the Las Vegas-based social media company Crowd Siren and social media models, as well as the defunct startup Quirky. The group filed a lawsuit in California federal courts in 2016, adding a complaint on Tuesday alleging internal records indicate that Facebook activity is rising at a level of fraud. The plaintiff's case is based on around 80,000 pages of internal Facebook records.
In response to the lawsuit, a Facebook spokeswoman said, "This lawsuit is unfounded, and we've filed a petition for rejection of these allegations of fraud. Proposals that we were trying to hide this matter from our partners in any way false "We shared the error with our customers when we discovered it ̵
The case dates back to September 2016, when a Wall Street Journal report found that Facebook The time he spent on videos was up 60% to 80%, and the report triggered a number of other incorrect calculations reported by Facebook, and changed the way the metrics were handled in the social media company. Facebook also set up a rating council and began working with the Media Assessment Council to conduct an audit of its metrics  According to the complaint, the video metrics were actually inflated by 150% to 900%. The lawsuit also claims that Facebook knew about metric inequality in July 2015.
"In an internal response to such a request, a Facebook engineer discusses the counter / denominator mismatch:" I remember [another Facebook engineer] mentions When calculating the average, we only consider views that are longer than three seconds, but use the total watch time (including those under three [seconds]), "states the lawsuit.
Marketers claim that Facebook over the Metric error in advance knew
The lawsuit alleges that a Facebook engineer in June 2016 had complied with a complaint from advertisers about the average percentage of videos watched by 2015. The engineer wrote that it was "no progress for a year" and reported the metric for several months while using a "no-PR" strategy, which according to the complaint ke attention to the error.
LLE One also claims that internal documents found that Facebook had never performed a complete video audit before September 2016, and that the Video Insights team, which was responsible for investigating and fixing errors, had only two technicians Error.