Twitter reported a bug in its Android app that resulted in advertisers in the platform being overcharged, by as much as 35 percent. Facebook has reported and apologized for similar false data reports and metrics in the past; it looks like Twitter follows suit this time!
Twitter released a formal statement admitting the incident and stating further corrective actions for the same.
“We recently discovered a technical error due to a Twitter product update to Android clients that affected some video ad campaigns from November 7 to December 12,” the spokesperson said. “Once we discovered the issue, we resolved it and communicated the impact to affected partners. Given this was a technical error, not a policy or definition issue, we are confident it has been resolved.” said a Twitter spokesperson.
Twitter did inform all its advertisers earlier this week and has also issued them refunds for over-billing for the period November 7th to December 12th. According to sources, the refunded amount was as little as 1$ .
It does seem like a bad phase for Twitter, which has been trying to increase its monthly active users in the platform for quite sometime now. According to statistics, only about 4 million monthly active users have been added between the second and third quarters of 2016. While Twitter has been desperately trying to grow its advertising business, the slow growth of its user base has been demotivating for advertisers in the platform.
Added to the above concerns, the platform has also been trying to sell itself to prospective buyers such as Google, Salesforce and Disney, whilst facing severe competition from other social media platforms such as Instagram, Facebook and Snapchat.
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