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I'm well acquainted with video, building video code, and building video metrics & this doesn't surprise me in the least. At previous gigs, I spent years calling bullshit on video as a strategy internally. The numbers I saw with my own tools never matched what was promised DaveMilbo/1052422652009345027Permalink On twitter.com
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It was not a surprise when the news first dropped Chronotope/819960513920724994On twitter.com
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And I don't think Facebook is the only one with bad video metrics. I haven't looked into it, but I'd bet their code is derived off the same open source code most of the video is based on. And other players reported numbers that were suspiciously high.Permalink On twitter.com
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If I was on the legal team I wouldn't want to just audit the metrics, I'd want to audit the base code. If it turns out there is a problem there, there are other players worth auditing.Permalink On twitter.com
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I worked with a third party video player that consistently delivered 2x the numbers of my internal metrics. Building metrics isn't hard. There are a ton of metrics providers because it is easy to build analytics and easier to lie with code.Permalink On twitter.com
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Of course, my executive at the time believed the (much better) numbers provided by the 3rd party company over mine, even though I was showing work and they were not. The executive was the one who had decided to run a video heavy strategy.Permalink On twitter.com
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One more data point in my conclusions set of "media companies don't use data to make design decisions" aramzs.github.io/tools/humans/ux/2017/02/08/audience-behavior-jcarn.htmlPermalink On twitter.com
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