I’ve been waiting for an article like this for a while. I think this is just the beginning of the reckoning for advertising-based apps/sites. Too much BS in the metrics.

Can we still trust the metrics? After the Inversion, what’s the point? Even when we put our faith in their accuracy, there’s something not quite real about them: My favorite statistic this year was Facebook’s claim that 75 million people watched at least a minute of Facebook Watch videos every day — though, as Facebook admitted, the 60 seconds in that one minute didn’t need to be watched consecutively. Real videos, real people, fake minutes.

via How Much of the Internet Is Fake?