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New Study Finds Facebook's Interest Targeting Isn't Accurate 30% of the Time

A team from North Carolina State University conducted this study. Its main focus is to figure out the specific performance of Facebook's interest tracking, and how it allocates behaviors and topics to each user. It turned out that about 30% of Facebook's alleged interests are inaccurate or out of date.

The social network takes an aggressive approach to interests, as it identifies even something as simple as scrolling a page as being interested in a topic. Also, Facebook often doesn't distinguish between positive and negative interactions, which also leads to inaccuracies.

What does this mean for the advertiser? This phenomenon can reduce the effectiveness of the campaign and have a significant impact on ads spending.