How Meta targets political ads

Meta, owner of Facebook and Instagram, says it will provide outside researchers more information on how political and social ads are targeted on its platform, providing insight into the ways that politicians, campaign operatives and political strategists buy and use ads during election periods. Starting from May 2022, academics and researchers registered with Facebook Open Research and Transparency will be allowed to see more detailed targeting data, including which interest categories—such as “people who like dogs” or “people who enjoy the outdoors”—have been chosen to aim ads at specific people.

Meta also plans to include summaries of targeting information for some of its ads in its publicly viewable Ad Library. Created in 2019, the Ad Library allows the public to obtain information about political ads, thus helping to safeguard elections against the misuse of digital advertising.

While Meta provides outsiders some access into how its ads are used, it has been known to restrict the amount of information available, citing privacy reasons. This has led to conflicts, including with a group of New York University academics in 2020.

Have you ever seen a political or social advertisement on social media? If so, what was it about? Do Homework
Explore the Ad Library with your teacher. What advertisements can you find from politicians in your area? Do Homework
Which is more effective: online advertising or traditional modes of advertising? Do Homework
Is it ethical for politicians to advertise on social media? Why or why not? Do Homework