I wasn't in the drivers seat, but I don't understand how CH could have continued with native video on FB if they had the numbers that actually mattered, ad revenue from their own site. Like even if their engagement was through the roof, it should have been clear their ad revenue was tanking, so why didn't they revert?
sunk cost fallacy maybe? Maybe they didn't really have the numbers either or didn't trust their own (real) numbers. Or their total revenue was up and they didn't quite get the causalities right... Anyway, it happened.
