Australian Creative.

The higher you climb...

Added on by Tom Cramond.

BBC correspondent Rory Cellan-Jones on the growing controversy over fake facebook profiles:

When a BBC investigation last month concluded that a rash of fake profiles was a cause for concern for Facebook advertisers, the social network was dismissive.

“We’ve not seen evidence of a significant problem,” a spokesman told us.

Now its own figures show that more than 80 million of its global audience may be in effect worthless to advertisers - either duplicate accounts, or spammers or perhaps cats and dogs.

It gets even more concerning when it becomes clear that these fake accounts or ‘bots’ are basically the only users actually engaging with the advertising.

Last week, digital distribution firm Limited Press alleged that, based on its own analytics software, 80% of clicks on its advertisements within Facebook had come from fake users.

So now we have a company valued at $100 billion dollars, where 80% of it profitable users are not in fact of any value at all.