Facebook acknowledges that it mistakenly presented average video view time on its platform

Facebook acknowledges that it mistakenly presented average video view time on its platform

In a recent post to Facebook’s advertiser help page, the social network has acknowledged that it had made a slight mistake in how it presented video view time on its platform.

As a result of the slight error about which Facebook has recently come clean, the average viewing time for video ads on the social networking platform was vastly overestimated for a period of two years.

According to unidentified people familiar with the situation, the error acknowledged by Facebook basically underscores a mismatch in how average video view time is ‘defined’ by the social network and how it is actually ‘calculated’ --- a mismatch which reportedly inflated average video view times on the platform by nearly half or more.

With regard to its miscalculation, Facebook said in the post on its advertiser help page that it had earlier ‘defined’ the Average Duration of Video Viewed as “total time spent watching a video divided by the total number of people who have played the video.” However, the Average Duration of Video Viewed was mistakenly ‘calculated’ as “the total time spent watching a video divided by ‘only’ the number of people who have viewed a video for three or more seconds.”

To put it differently, Facebook said that though the average of all video views was presented by the company, the average which was being presented did not include the billions of ‘under 3 seconds’ video views. If the company had taken that figure into consideration, the average video views would have dropped significantly.

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