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9 September, 2017 22:15

Facebook Claims 25 Million Fake Americans in Reachable Audience

www.targetmarketingmag.com |

1 min read

Please Forgive Me For This Late Story. It was delivered to me Thursday and I’m just seeing it for the first time

Do you believe this? Pets that share, babies that have an opinion

Facebook advertisers have a new beef with the social media giant — it’s counting 25 million more Americans among its users than actually exist, according to U.S. Census data.

In an article that ironically trended on Facebook on Wednesday, Business Insider’s Alex Heath writes that a Facebook spokesperson believes many of the extra views in the U.S. could be from tourists. (Heath tracked down

tourism estimates that show visits to the U.S. were roughly a wash, considering Americans also leave the country on trips.) [Author’s note: Many Facebook users have more than one account and Facebooker and Target Marketing blogger Stephen H. Yu has an account for his dog, Thor. It’s unclear what kind of marketing appeals to Thor Yu.]

Metrics problems aren’t new to the company. Facebook (which some users now call Fakebook, and not just because of its fake news controversy) had a video view metrics problem so pronounced that big brands cut back or stopped advertising on the site for a while in 2016. The social media site that had refused outside oversight now submits to third-party monitoring.

Heath says this of the latest Facebook metrics snafu:

Related story: Facebook Caves, Allows Ad Metrics Oversight

Facebook’s ad manager says the social network can reach 41 million 18-24 year-olds, 60 million 25-34 year-olds, and 61 million 35-49 year-olds, according to [Pivotal Research Group analyst Brian] Wieser. Meanwhile, U.S. Census data from 2016 indicates that there are 31 million 18-24 year-olds, 45 million 25-34 year-olds, and 61 million 35-49 year-olds living in the country.

Gerri Lewis Yip
Skype: Gerrabbit1
Philadelphia PA USA 19131

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