Twitter acknowledges 'technical error' in Android app affected video ad metrics

After Facebook, Twitter is next to have messed up its video ad metrics. According to the micro-blogging site, it recently discovered a technical error due to a product update to Android clients that impacted some video ad campaigns from November 7 to December 12.

"The issue has been fixed but we wanted to share more details on what the impact was to our advertising partners," a blog post from Twitter read.

Twitter has refunded the affected advertisers, according to a person familiar with the matter, confirming a Business Insider report that broke the news earlier on Thursday. According to sources, while 35 percent appeared to be a lot, many affected advertisers were likely to be reimbursed $1, suggesting that this event might not have that large an impact.

Twitter’s disclosure of a metric bug is noteworthy as it seems to be one of the first times the company has had to recalculate ad metrics.

But Twitter isn’t the first one to have to reveal this error. Fellow social media service Facebook has had to humble itself in front of advertisers repeatedly this year, announcing that it has had to readjust metrics multiple times, including for its estimated reach, streaming reactions, Graph API, around how it measured video viewership and more.