IAB Australia are telling us to “use Nielsen instead of Facebook data if you wanna know Facebook’s reach”, but if someone is using DAR, Nielsen is using Facebook data to determine campaign reach.

So basically they are suggesting that FB’s reported reach is wrong, which makes DAR wrong as a means of trying to measure campaign reach.

This is what happens if you try to use a single source of demography, even a big one like Facebook.

There are more credible alternatives which use multi-source demos and their own panels, be nice if an industry body investigated them rather then just act as a reseller.