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.
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". 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".