IAB ( IAB ) Its position is that its reach estimates include variables like short-term visitors and has encouraged advertisers not compare its figures with official census data. Australia has urged marketers using The Interactive Advertising Bureau to rely on Nielsen for accurate reach measurements, after it emerged Facebook appeared to have inflated its estimated reach of users in the 1.7 million -39 age group. Facebook suggested it had 15 more such users than officially exist in Australia . IAB said Nielsen figures are "the cleanest digital currency to represent true reach". In an email circulated to media buyers, Facebook said estimated reach figures were "not meant to be an actual accounting of active users and are not designed to match population or census estimates".
IAB ( IAB ) Australia has urged marketers using The Interactive Advertising Bureau to rely on Nielsen for accurate reach measurements, after it emerged Facebook appeared to have inflated its estimated reach of users in the 1.7 million -39 age group. Facebook suggested it had 15 more such users than officially exist in Australia . IAB said Nielsen figures are "the cleanest digital currency to represent true reach". In an email circulated to media buyers, Facebook said estimated reach figures were "not meant to be an actual accounting of active users and are not designed to match population or census estimates".