X’s new link experiment on iOS may be artificially inflating traffic. Websites like Substack and Bluesky noticed a sharp increase in “fake” views following the update, something that Nick Eubanks, the VP of owned media at the digital marketing platform Semrush, attributes to a new behavior that preloads content before users click on it. “What’s happening here is a classic case of metrics distortion caused by product experimentation at the platform layer,” Eubanks tells The Verge . With the new

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