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Facebook ads figures don't match census data - analyst

Wednesday, September 06, 2017 - 01:22

Figures Facebook gives advertisers about its potential reach are different from U.S. census data, says an investment analyst. Fred Katayama reports.

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The numbers Facebook gives advertisers about its potential reach contradict U.S. census data. That according to Pivotal Research Group senior analyst, Brian Wieser. Wieser wrote in a research note that Facebook's ad-buying website tells advertisers that it has a potential reach of 41 million people between the age of 18 to 24 in the United States. But the U.S. census data shows only 31 million people last year in those age brackets living in the country. Facebook responded in a statement that they were looking at how many people can actually view the content on the social media platform in the U.S. And that, for instance, could include tourists. Reuters correspondent Angela Moon says metrics is a headache for all social media companies, such as Facebook, Google, and Snap. (SOUNDBITE) ANGELA MOON, CORRESPONDENT, REUTERS (ENGLISH) SAYING: "They're making a lot of money in the digital space. The real problem is that there is no sort of one consensus that they follow. In a way, there is no Nielsen rating for these companies right now. They can actually give any numbers that they want to the advertisers to make them look good." Last year, Facebook apologized to advertisers after finding that the average time users spent viewing online ads had been artificially inflated.

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Facebook ads figures don't match census data - analyst

Wednesday, September 06, 2017 - 01:22