However, the lawsuit states that advertisers creating a new ad were provided a Potential Reach number that was inflated by at least 33%.
Meta’s senior executives, including former COO Sheryl Sandberg, were aware of the inflation driven by duplicate and fake accounts, including bots, the documents state, and took actions to conceal this information.
“Advertisers don’t like spending money if they don’t know where it is going. Another way to put this: [Potential Reach] is vital to 100% of our ads revenue,” the Facebook executive said.
What’s next?
Returning to the district court in San Francisco, the case will either proceed to trial or potentially be resolved through a settlement involving financial compensation for the plaintiffs.
“We look forward to continuing to litigate this case on behalf of Meta’s advertising customers and to presenting the evidence to a jury that Meta knew about its inflated Potential Reach and refused to fix the issue due to revenue concerns,” said Geoffrey Graber, partner at Cohen Milstein and lead counsel representing the plaintiffs in this class action.
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