Facebook geo-targeting for ads isn't ready for prime time, data suggest


Facebook's geo-targeting system for ads may not be fully reliable, according to research from XA.net. Comparisons of Facebook and U.S. census data for certain ZIP codes showed wide discrepancies, with Facebook estimating it had about 800,000 users in one ZIP code, while census data indicated a population of 41,000 people. "ZIP code targeting based on IP has historically been less than 50% accurate in display advertising, and Facebook is not much different," says XA.net CEO Rob Leathern.

View Full Article in:


Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Senior Manager, Marketing
New York, NY
VP, Membership Sales
Mobile Marketing Association (MMA)
New York, NY
Director Business and Legal Affairs
The Weather Channel
Atlanta, GA
Director, Industry Initiatives (Digital Video and AdvancedTV)
Interactive Advertising Bureau
New York, NY
Sr. Product Marketing Manager
San Francisco, CA