A note from Rep. Trahan:
I’ve repeatedly called on Facebook and dominant companies like it to be transparent in how digital advertisements are
targeted on their platforms. The current ad libraries offered by these services are woefully insufficient, especially
for independent researchers trying to analyze the wide-ranging impacts of ads. I introduced the Digital Services
Online Safety Act to change that, but I think it’s important to lead by example as we work to get this legislation
across the finish line. That’s why I created the ad library below that contains every ad I’ve run this year. It will
be updated regularly and includes much of the information that I’ve called on Facebook and other large platforms to
publish in a new database. Next up, making this commonsense legislation law.
- Lori
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Ads in 2023:
Casework
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
48% men, 52% women
-
Age: 11% 18-24, 12% 25-34, 9% 35-44, 11% 45-54, 20% 55-64, 35% 65+
Number of views generated from advertisement: 31,601
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 1791
-
Post reactions: 332
-
Post comments: 93
-
Post shares: 64
-
Post saves: 9
Amount paid for advertisement on the platform: $1095.71
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
Casework - Spanish
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
46% Men, 54% Women
-
Age: 9% 18-24, 23% 25-34, 19% 35-44, 13% 45-54, 17% 55-64, 20% 65+
Number of views generated from advertisement: 17,768
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 909
-
Post reactions: 51
-
Post comments: 4
-
Post shares: 6
-
Post saves: 3
Amount paid for advertisement on the platform: $727.23
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: Spanish
Casework
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
44% Men, 56% Women
-
Age: 7% 18-24, 9% 25-34, 8% 35-44, 12% 45-54, 21% 55-64, 41% 65+
Number of views generated from advertisement: 32,075
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 4467
-
Post reactions: 94
-
Post comments: 14
-
Post shares: 67
-
Post saves: 3
Amount paid for advertisement on the platform: $1254.29
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Casework - Spanish
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
45% Men, 55% Women
-
Age: 9% 18-24, 23% 25-34, 19% 35-44, 14% 45-54, 17% 55-64, 20% 65+
Number of views generated from advertisement: 15,624
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 2515
-
Post reactions: 14
-
Post comments: 1
-
Post shares: 0
-
Post saves: 0
Amount paid for advertisement on the platform: $922.77
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: Spanish
Introduction to New Third District Communities
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
56% Men, 44% Women
-
Age: 1% 18-24, 7% 25-34, 19% 35-44, 24% 45-54, 27% 55-64, 21% 65+
Number of views generated from advertisement: 9K - 10K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 38
-
Post reactions: 47
-
Post comments: 19
-
Post shares: 5
-
Post saves: 0
Amount paid for advertisement on the platform: $149.99
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Parents
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
56% Men, 44% Women
-
Age: 0% 18-24, 6% 25-34, 33% 35-44, 33% 45-54, 21% 55-64, 6% 65+
Number of views generated from advertisement: 15K - 20K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 76
-
Post reactions: 133
-
Post comments: 16
-
Post shares: 8
-
Post saves: 0
Amount paid for advertisement on the platform: $300.00
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Route 2
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Acton, Maynard, Concord, Boxborough,
Littleton,
Harvard, Shirley, Lancaster, Devens, Ayer, Lunenburg, Leominster,
Fitchburg, Westminster, Gardner, Groton
-
Age: 18-65+
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
53% Men, 47% Women
-
Age: 1% 18-24, 7% 25-34, 16% 35-44, 23% 45-54, 28% 55-64, 24% 65+
Number of views generated from advertisement: 70K - 80K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Follow or Likes: 523
-
Link clicks: 44
-
Post reactions: 665
-
Post comments: 121
-
Post shares: 43
-
Post saves: 10
Amount paid for advertisement on the platform: $1016.00
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Rourke Bridge
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
53% Men, 47% Women
-
Age: 1% 18-24, 7% 25-34, 18% 35-44, 25% 45-54, 26% 55-64, 20% 65+
Number of views generated from advertisement: 35K - 40K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Follows + Likes:717
-
Link clicks: 29
-
Post reactions:1039
-
Post comments: 228
-
Post shares:100
-
Post saves: 14
Amount paid for advertisement on the platform: $1216.00
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Water Street Bridges
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Fitchburg, Ashby, Ashburnham, Townsend,
Lunenburg
-
Age: 18-65+
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
53% Men, 47% Women
-
Age: 1% 18-24, 6% 25-34, 17% 35-44, 22% 45-54, 27% 55-64, 24% 65+
Number of views generated from advertisement: 14,449
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks:4
-
Post reactions: 86
-
Post comments: 27
-
Post shares: 3
-
Post saves: 0
Amount paid for advertisement on the platform: $200.00
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Basiliere Bridge
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
56% Men, 44% Women
-
Age: 1% 18-24, 7% 25-34, 19% 35-44, 24% 45-54, 27% 55-64, 21% 65+
Number of views generated from advertisement: 30K - 35K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Likes + Follows: 321
-
Link clicks: 7
-
Post reactions: 478
-
Post comments: 81
-
Post shares: 28
-
Post saves:4
Amount paid for advertisement on the platform: $1216.00
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Abortion
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
100% Women
-
Age: 1% 18-24, 6% 25-34, 19% 35-44, 26% 45-54, 28% 55-64, 20% 65+
Number of views generated from advertisement: 31,126
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 8
-
Post reactions: 975
-
Post comments: 88
-
Post shares: 46
-
Post saves: 3
Amount paid for advertisement on the platform: $1367.56
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Abortion
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
100% Women
-
Age: 0% 18-24, 5% 25-34, 18% 35-44, 25% 45-54, 30% 55-64, 21% 65+
Number of views generated from advertisement: 79,720
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 565
-
Post reactions: 1652
-
Post comments: 38
-
Post shares: 47
-
Post saves: 2
Amount paid for advertisement on the platform: $1442.34
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Seniors
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
Number of views generated from advertisement: 60K - 70K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 13
-
Post reactions: 1000
-
Post comments: 16
-
Post shares: 68
-
Post saves: 6
Amount paid for advertisement on the platform:$1230.09
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Seniors
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
99% of audience in Massachusetts, 1% New Hampshire
-
39% Men, 60% Women, 1% unknown
-
Age: 29% 55-64, 71% 65+
Number of views generated from advertisement: 50K -100K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 112
-
Post reactions: 388
-
Post comments: 39
-
Post shares: 23
-
Post saves: 0
Amount paid for advertisement on the platform:$369.91
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Water Infrastructure
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
70% Men, 30% Women
-
Age: 1% 18-24, 6% 25-34, 15% 35-44, 21% 45-54, 27% 55-64, 29% 65+
Number of views generated from advertisement: 19,277
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Follows or Likes: 51
-
Link clicks: 4
-
Post reactions: 86
-
Post comments: 27
-
Post shares: 3
-
Post saves: 0
Amount paid for advertisement on the platform: $200.00
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
Instagram Introductory Ads
Ad targeting method: Built-in demographic targeting
Targeted audience:
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
58% Men, 42% Women
-
Age: 12% 18-24, 14% 25-34, 16% 35-44, 16% 45-54, 22% 55-64, 20% 65+
Number of views generated from advertisement: 30K - 35K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 166
-
Post reactions: 333
-
Post comments: 83
-
Post shares: 9
-
Post saves: 5
Amount paid for advertisement on the platform: $900.00
Category of an ad as defined by the covered platform: social issues, elections or politics
Languages contained within the ad: English
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Ads in 2022:
Abortion
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Living in Massachusetts’ Third Congressional District
-
Age: 18-65+
-
Custom Audience: Lookalike (US, 5%) - Lori Likes & Followers
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
16% men, 82% women, 2% unknown
-
Age: 3% 18-24, 3% 25-34, 8% 35-44, 17% 45-54, 28% 55-64, 40% 65+
Number of views generated from advertisement: 16,107
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 406
-
Post reactions: 138
-
Post comments: 82
-
Post shares: 9
-
Post saves: 0
Amount paid for advertisement on the platform: $283.80
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
Gun Safety
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Living in Massachusetts’ Third Congressional District
-
Age: 18-65+
-
Custom Audience: Lookalike (US, 5%) - Lori Likes & Followers
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
54% men, 45% women, 1% unknown
-
Age: 1% 18-24, 9% 25-34, 13% 35-44, 17% 45-54, 23% 55-64, 35% 65+
Number of views generated from advertisement: 16,204
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 281
-
Post reactions: 100
-
Post comments: 113
-
Post shares: 5
-
Post saves: 0
Amount paid for advertisement on the platform: $265.52
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
Price Gouging
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Living in Massachusetts’ Third Congressional District
-
Age: 18-65+
-
Custom Audience: Lookalike (US, 5%) - Lori Likes & Followers
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
72% men, 27% women, 1% unknown
-
Age: 1% 18-24, 6% 25-34, 7% 35-44, 14% 45-54, 29% 55-64, 41% 65+
Number of views generated from advertisement: 17,779
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 269
-
Post reactions: 148
-
Post comments: 219
-
Post shares: 10
-
Post saves: 0
Amount paid for advertisement on the platform: $264.01
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
Jobs Report
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Living in Massachusetts’ Third Congressional District
-
Age: 18-65+
-
Custom Audience: Lookalike (US, 5%) - Lori Likes & Followers
Audience of advertisement based on advertiser viewership:
-
100% of audience in Massachusetts
-
43% men, 56% women, 1% unknown
-
Age: 1% 18-24, 7% 25-34, 12% 35-44, 19% 45-54, 29% 55-64, 32% 65+
Number of views generated from advertisement: 10,528
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: NA
-
Post reactions: 320
-
Post comments: 140
-
Post shares: 20
-
Post saves: 1
Amount paid for advertisement on the platform: $244.50
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
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2021 Ads:
Health Care
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Living in Massachusetts’ Third Congressional
District
-
Age: 18-65+
-
Interests: Barack Obama, Joe Biden, Elizabeth Warren
Audience of advertisement based on advertiser viewership:
-
99.77% of audience in Massachusetts; <1% in New Hampshire
-
44% men, 55% women, 1% unknown
-
Age: 8.2% 18-24, 12.7% 25-34, 9% 35-44, 12.8% 45-54, 21.9% 55-64, 35.4% 65+
Number of views generated from advertisement: 10K - 15K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 281
-
Post reactions: 90
-
Post comments: 77
-
Post shares: 8
-
Post saves: 1
Amount paid for advertisement on the platform: $236.02
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
Child Tax Credit
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Living in Massachusetts’ Third Congressional
District
-
Age: 18-65+
-
Interests: Barack Obama, Joe Biden, Elizabeth Warren
-
Demographic: Parents with early-school age children (06-08
years), Parents with teenagers (13-17 years), Parents with preteens (09-12 years)
Audience of advertisement based on advertiser viewership:
-
99% of audience in Massachusetts; <1% elsewhere
-
36% men, 62% women, 2% unknown
-
Age: 5% 18-24, 14% 25-34, 13% 35-44, 14% 45-54, 20% 55-64,
32% 65+
Number of views generated from advertisement: 30K - 35K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 810
-
Post reactions: 120
-
Post comments: 210
-
Post shares: 6
-
Post saves: 2
Amount paid for advertisement on the platform: $751.27
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
Priorities
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Living in Massachusetts’ Third Congressional
District
-
Age: 18-65+
-
Interests: Barack Obama, Joe Biden, Elizabeth Warren
Audience of advertisement based on advertiser viewership: In progress
Number of views generated from advertisement: In progress
Ad conversion (how often an ad was shared, liked or clicked-through): In progress
Amount paid for advertisement on the platform: In progress
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
Infrastructure
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Living in Massachusetts’ Third
Congressional District
-
Age: 18-65+
-
Interests: Barack Obama, Joe Biden, Elizabeth Warren
Audience of advertisement based on advertiser viewership: In progress
Number of views generated from advertisement: In progress
Ad conversion (how often an ad was shared, liked or clicked-through): In progress
Amount paid for advertisement on the platform: In progress
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
Build Back Better
Ad targeting method: Built-in demographic targeting
Targeted audience:
-
Geographic: Living in Massachusetts’ Third
Congressional District
-
Age: 18-65+
-
Interests: Alexandria Ocasio-Cortez, Bernie Sanders,
Elizabeth Warren
Audience of advertisement based on advertiser viewership:
-
99% of audience in Massachusetts; <1% elsewhere
-
40% men, 60% women, 0% unknown
-
Age: 16% 18-24, 22% 25-34, 9% 35-44, 10% 45-54, 16% 55-64, 27% 65+
Number of views generated from advertisement: 10K - 15K
Ad conversion (how often an ad was shared, liked or clicked-through):
-
Link clicks: 207
-
Post reactions: 161
-
Post comments: 96
-
Post shares: 5
-
Post saves: 1
Amount paid for advertisement on the platform: $249.99
Category of an ad as defined by the covered platform: Social Issues, Elections, Politics
Languages contained within the ad: English
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| Last updated 2023
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