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Facebook Apologizes for Latest Metrics Errors

By on November 16, 2016

FILE - In this May 16, 2012, file photo, the Facebook logo is displayed on an iPad in Philadelphia. Responding to criticism, Facebook says it will no longer allow advertisers to use ethnicity as a filter when it comes to targeting or hiding ads offering housing, employment or credit. The changes come after a report by ProPublica found that Facebook’s system lets advertisers exclude black, Hispanic or other so-called 'ethnic affinities’ from seeing their ads. (AP Photo/Matt Rourke, File)

In this May 16, 2012, file photo, the Facebook logo is displayed on an iPad in Philadelphia. (AP Photo/Matt Rourke, File)

NEW YORK — Facebook says it will work with independent companies like Nielsen and comScore to review more of its metrics after it uncovered new problems with the data it provides to advertisers and publishers that use its network.

Facebook had apologized to advertisers in September for errors that led to overstating how long users watched videos.

On Wednesday, the Menlo Park, California, company said in a post that it miscalculated four metrics, including undercounting how many people watched all of a video and overcounting how much time people spent reading “Instant Articles,” which loads stories from publishers like The New York Times and Washington Post more quickly on Facebook.

Facebook and Google together account for the majority of digital ad dollars spent in the U.S.

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