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What We Learned From Collecting 100,000 Targeted Facebook Ads
Since we launched our Facebook Political Ad Collector project in fall 2017, more than 16,000 people have participated in it. They all agreed to install a browser plug-in that anonymously sent us the ads they see when they browse Facebook. We used that data to understand and report on how political messaging on Facebook works, and how the system is being gamed to manipulate the public discourse. Although the number of users is large, over the summer we noticed a potential snag: We were receiving more ads from Democrats and progressive groups than from Republicans or conservative groups. Our hunch was that this was because we had more liberal participants than conservatives ones.
JEREMY B. MERRILL
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