Facebook’s Latest Error Shakes Advertisers’ Confidence

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Facebook is offering millions of dollars in credits to some advertisers after discovering a glitch in a tool that tells them how effective their ads may be in driving results

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By Alexandra Bruell Close Alexandra Bruell and Sahil Patel Close Sahil Patel Nov. 25, 2020 6:28 pm ET Facebook Inc. is offering millions of dollars in credits to some advertisers after discovering a glitch in a tool that tells advertisers how effective their ads may be in driving results, such as getting consumers to download an app or purchase a product.

Omnicom Group Inc. media agency OMD Worldwide is looking into how the error has affected some clients’ investments before accepting credits, said Florian Adamski, OMD’s global chief executive. Newsletter Sign-up CMO Today CMO Today delivers the most important news of the day for media and marketing professionals.

Facebook’s offer of credits extends to some advertisers that used the tool when the error went undetected, from August 2019 through August 2020. “More so than past measurement problems with Facebook’s ad platform, this error has the potential to be extremely serious,” the agency wrote in the note to clients. “The fact that it led to a systematic overstatement of ad performance, combined with the yearlong duration of the error, likely misinformed media budget allocations. These misallocations came at the expense of both advertiser media efficiency and Facebook’s competitors.

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JCOviedo6 A glitch. This guy may be going to jail soon anyway.

“Glitches” have consequences

JCOviedo6 'There's that word again 'glitch'

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