Because anyone can post a video to their Facebook page.
All Adaptive did was add some sort of "FB share button" within their dashboard. This doesn't mean the publisher will have more audience. This only means they will be able to share their video with whatever audience they already have. For example, Adaptive's Facebook page only has 136 likes, if they post a video on their FB page, either manually or through the new "state-of-the-art" FB share button on their dashboard, it makes no difference, they won't have any more audience than the 136 people that like their page (out of which only 6 to 10 actually interact with the page).
This is not a Facebook partnership where FB will work with Adaptive to integrate and promote their clients. This is just Adaptive letting their clients share videos on FB using Adaptive's dashboard. But if the client only has a few hundred likes on their FB page, all they will get is about 20 extra views on their video. Most digital publishers make between $1 and $5 for every 1000 views, you think 20 extra views is anything to get excited about? It is a big yawn, and the fact they do a PR on this makes me wonder if all their technology is as lame.
