This Industry Group Believes Meta Should Be Sued for Inflating Ad Metrics

Advertisers have been up in arms about Meta supposedly inflating ad metrics because of the fact that this is the sort of thing that could potentially end up making their data less trustworthy than might have been the case otherwise. What’s more, an industry group by the name of Digital Content Next has just weighed in, and they appear to be taking the side of the advertisers.

With all of that having been said and now out of the way, it is important to note that the potential reach metric is the one that is being called into question right now. Inflating this potential reach can give advertisers the wrong impression, but in spite of the fact that this is the case Meta does not seem to have been concerned with that.

In fact, Meta might have had ulterior motives for distorting these figures such as enticing advertisers to spend more due to the high degree of success that this metrics were indicating. According to Digital Content Next, a lawsuit is not just warranted but necessary since it could help bring some transparency to what is truly going on with all things having been considered and taken into account.

This battle has been raging ever since 2018 when a business owner by the name of Danielle Singer claimed in a lawsuit that Facebook was lying about how many users ads might reach in order to get her to spend more on ads. While Singer dropped the suit later on, it was taken up by different parties and is continuing to play out to the present day.

The inclusion of an industry group in the conversation is an interesting turn of events. It suggests that there is a wider sentiment within the industry to hold Meta accountable. The social media juggernaut is not known for being transparent, and it often uses vague terminology that can give it an excuse if people find the results short of their expectations.

The lawsuit is likely going to be proceed, and we will all have to wait and see if Meta finally held accountable.

H/T: MediaPost

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