Get Zucked: Facebook's Advertising System Glitches Out, Overcharging Advertisers

that advertisers at Facebook were overcharged as a result of a technical error in the company’s advertising system, raising questions about how transparently the company manages advertising budgets and campaign optimization.Some advertisers were charged more than double the amount agreed upon as a result of the bug, which primarily affected ad delivery on Facebook and, to a lesser extent, on Instagram. This resulted in losses of between hundreds of dollars and hundreds of thousands of dollars.

Advertisers who were impacted by the bug have voiced their displeasure with Facebook and Zuckerberg’s silence. Many noticed a sharp increase in their charges that went beyond the caps imposed on their campaigns. Without any improvement in ad performance or campaign exposure, entire advertising budgets have, in some instances, been depleted in a matter of hours.

Barry Holt, a well-known advertising expert who has overseen Facebook ad campaigns for more than ten years, drew attention to Zuckerberg’s problems with transparency. “Meta is extremely opaque, and it always has been,” Holt said. “All we get is a generic explanation that ‘we are aware of an issue.’ That’s better than nothing, but it’s not enough.”

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