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Advertisers Seek Leverage Versus Facebook in Metrics Screw-up

Summary: Facebook’s accidental inflation of average video watch time will be used by advertisers as a bargaining chip to pressure Facebook into opening its platform to more third-party measurement providers. In fact, it has already begun. Last Friday, the Association of National Advertisers’ CEO, Bob Liodice, published a blog post calling on Facebook to have its metrics audited and accredited.
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