Home/Companies/The Pivot to Video

The Pivot to Video's defining moves.

The defining strategic moves at The Pivot to Video — each one explained and grounded in the record.

The Counterfactual · Counterfactuals

The Pivot to Video Wasn't a Lie Facebook Told. It Was One Publishers Wanted to Believe.

Facebook admitted its video metric was inflated 60–80%; a lawsuit alleged 150–900%. But publishers started pivoting in 2015, before the error was public — and the metric was never billable. The false number didn't cause the catastrophe. It excused one publishers were already racing toward.