Does Facebook big up its ad metrics?

A number of US advertising agencies say that Facebook has settled to resolve a possible class action which alleges that the social network massively overstated the time users spend watching paid advertisements.

It had initially been reported by The Wall Street Journal that the company’s metrics had been overstated by between 60% and 80%. However, according to plaintiffs, “average viewership metrics were not inflated by only 60% to 80%, they were inflated by some 150% to 900%."

What does Facebook say to this?

“This lawsuit is without merit but we believe resolving this case is in the best interests of the company and advertisers."

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