Mike Shields calls out the key questions behind Facebook's "video inflate-gate," noting that while Facebook explained it works with third-party tracking firms, those firms don't track video
duration, the metric that the social giant miscalculated. Bottom line: "All these measurement issues make it harder for an ad buyer to allocate budgets. A few years ago, an ad buyer may have been
simply looking for enough data points to show that a digital platform -- say, Facebook -- should be part of a media plan. Now, the question is how much share of spending each of those platforms should
be taking, especially in comparison to TV. That requires much better confidence in the numbers."
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