One of Ritson's LinkedIn posts garnered a broad range of industry views on the issue, with many critical about credibility of Facebook figures. The Interactive Advertising Bureau ( IAB ) Australia has advised 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 - 24 age group . Facebook suggested it had one million more such users than officially exist in Australia . IAB said the 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 reflect population or census data " .
The Interactive Advertising Bureau ( IAB ) Australia has advised 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 - 24 age group . Facebook suggested it had one million more such users than officially exist in Australia . IAB said the 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 reflect population or census data " .