Id be curious to see how potential reach is affecting revenue. Like the article says the only way it has an impact on revenue is through media planning. But it seems like very few large advertisers would move some budget off Facebook if potential reach was 10% lower. Very few advertiser’s budgets are constrained by audience size.
This honestly doesn’t seem all that terrible, especially compared to their past of inflating actual performance metrics. Yeah they should’ve fixed it, but adtech platforms have hundreds of metrics with little opportunity to verify them so I’m sure it’s nowhere near the worst example.
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