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Facebook targeting inaccurate a third of the time

Roughly 30% of Facebook advertising targeting by interest is inaccurate or irrelevant according to a study from North Carolina State University.

The researchers examined how Facebook tracks behaviours and topics of users and found that around a third of the time interest tracking wasn’t accurate.

The researchers also recruit 146 participants internationally and developed a browser extension to extract data from their Facebook accounts based on their data. Users reported 29% of inaccuracy as observed in the experiments.

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