An anonymous reader quotes a report from The Intercept: Facebook is currently waging a PR campaign purporting to show that Apple is seriously injuring American small businesses through its iOS privacy features. But at the same time, according to allegations in recently unsealed court documents, Facebook has been selling them ad targeting that is unreliable to the point of being fraudulent. The documents feature internal Facebook communications in which managers appear to admit to major flaws in ad targeting capabilities, including that ads reached the intended audience less than half of the time they were shown and that data behind a targeting criterion was “all crap.” Facebook says the material is presented out of context.
They emerged from a suit currently seeking class-action certification in federal court. The suit was filed by the owner of Investor Village, a small business that operates a message board on financial topics. Investor Village said in court filings that it decided to buy narrowly targeted Facebook ads because it hoped to reach “highly compensated and educated investors” but “had limited resources to spend on advertising.” But nearly 40 percent of the people who saw Investor Village’s ad either lacked a college degree, did not make $250,000 per year, or both, the company claims. In fact, not a single Facebook user it surveyed met all the targeting criteria it had set for Facebook ads, it says. The complaint features Facebook documents indicating that the company knew its advertising capabilities were overhyped and underperformed. A “February 2016 internal memorandum” sent from an unnamed Facebook manager to Andrew Bosworth, a Zuckerberg confidant and powerful company executive who oversaw ad efforts at the time, reads, “[I]nterest precision in the US is only 41% — that means that more than half the time we’re showing ads to someone other than the advertisers’ intended audience. And it is even worse internationally. We don’t feel we’re meeting advertisers’ interest accuracy expectations today.” The lawsuit goes on to quote unnamed “employees on Facebook’s ad team” discussing their targeting capabilities circa June 2016.
“Interest” and “behavior” are two key facets of the data dossiers Facebook compiles on us for advertisers; according to the company, the former includes things you like, “from organic food to action movies,” while the latter consists of “behaviors such as prior purchases and device usage.” The complaint also cites unspecified internal communications in which “[p]rivately, Facebook managers described important targeting data as ‘crap’ and admitted accuracy was ‘abysmal.'” Facebook has said in its court filings that these quotes are presented out of context.
of this story at Slashdot.
Source:: Slashdot