On August 28, 2018, KL filed a case alleging that Facebook deceives advertisers by disregarding their ad targeting parameters in order to maximize the tech giant’s own revenue. As the complaint allages, Facebook has long touted its ability to reach an advertiser’s target audience with 89 percent accuracy, but a new investigation suggests that many advertisers experience accuracy rates that are far lower – 60 percent or less, according to one analysis. The lawsuit, brought by KL on behalf of an online investment forum, suggests that many small businesses invest heavily in Facebook advertising only to find that Facebook displays a substantial number of their ads to users outside the target audience they defined in Facebook’s Ads Manager. The case, brought by KL with co-counsel, is Integritymessageboards.com LLC v. Facebook, Inc., case number 3:18-cv-05286, filed in the U.S. District Court for the Northern District of California. A copy of the complaint can be found here.
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