Martin Sorrell told you so.
The WPP boss has railed against the opacity of Facebook and Google for years, calling for independent checks on the effectiveness of advertising on the sites. So when Facebook said on Thursday that it had overestimated the average viewing time for video ads on the social network for the past two years, the veteran ad man was proven right.
This matters because big brands are pouring ad dollars online, with nearly half of spending going to Google and Facebook alone – as the chart below shows. Not only do the likes of Unilever and P&G want to make sure their dollars aren’t going to waste, they want to know they’re reaching the right people.
This post was published at David Stockmans Contra Corner By Leila Abboud, Bloomberg Business ‘ September 26, 2016.
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