The Interactive Advertising Bureau (IAB) The IAB, a peak body for internet advertising in Australia, has told AdNews that it “strongly encourages” advertisers to use independent third-party data for assessing media reach across all digital players. Australia has urged marketers using Facebook to rely on Nielsen for accurate reach measurements, after it emerged Facebook appeared to have inflated its estimated reach of users in the 15-39 age group. Facebook suggested it had 1.7 million more such users than officially exist in Australia. IAB said Nielsen figures are "the cleanest digital currency to represent true reach". A new report from the Australian Privacy Foundation found that Facebook's privacy settings were "seriously flawed" and could be exploited by advertisers who wanted access to personal information about users.
The Interactive Advertising Bureau (IAB) Australia has urged marketers using Facebook to rely on Nielsen for accurate reach measurements, after it emerged Facebook appeared to have inflated its estimated reach of users in the 15-39 age group. Facebook suggested it had 1.7 million more such users than officially exist in Australia. IAB said Nielsen figures are "the cleanest digital currency to represent true reach". A new report from the Australian Privacy Foundation found that Facebook's privacy settings were "seriously flawed" and could be exploited by advertisers who wanted access to personal information about users.