Facebook’s public admission of errors happened four times between September and December 2016, for various mistakes in advertising measurements, including the average time spent viewing videos, the number of videos viewed to completion and how many people reacted to publishers’ and brands’ live video streams. The company even admittedit had identified a glitch in how it measures the total of likes, shares and comments given to external links – arguably a core component of how users interact on the social media site. These admissions of poor metrics by Facebook are just some of the mistakes identified in the four-month time span, all of which affect an advertiser’s decision-making process. Where to place an ad? Who and how many have seen the ad? Have we paid too much for an advertisement that was shown, but may or may not have been seen? The answers to these and many other questions are now confused. Facebook’s admissions are among several issues that have come to light recently and that have made trust in digital advertising a larger factor in advertising’s ongoing identity crisis.