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
Ads in 2022:
Abortion
Ad targeting method: Built-in demographic targeting
Targeted audience:
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Geographic: Living in Massachusetts’ Third Congressional District
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Age: 18-65+
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Custom Audience: Lookalike (US, 5%) - Lori Likes & Followers
Audience of advertisement based on advertiser viewership:
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100% of audience in Massachusetts
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16% men, 82% women, 2% unknown
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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):
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Link clicks: 406
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Post reactions: 138
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Post comments: 82
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Post shares: 9
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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:
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Geographic: Living in Massachusetts’ Third Congressional District
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Age: 18-65+
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Custom Audience: Lookalike (US, 5%) - Lori Likes & Followers
Audience of advertisement based on advertiser viewership:
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100% of audience in Massachusetts
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54% men, 45% women, 1% unknown
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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):
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Link clicks: 281
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Post reactions: 100
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Post comments: 113
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Post shares: 5
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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:
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Geographic: Living in Massachusetts’ Third Congressional District
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Age: 18-65+
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Custom Audience: Lookalike (US, 5%) - Lori Likes & Followers
Audience of advertisement based on advertiser viewership:
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100% of audience in Massachusetts
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72% men, 27% women, 1% unknown
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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):
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Link clicks: 269
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Post reactions: 148
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Post comments: 219
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Post shares: 10
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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:
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Geographic: Living in Massachusetts’ Third Congressional District
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Age: 18-65+
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Custom Audience: Lookalike (US, 5%) - Lori Likes & Followers
Audience of advertisement based on advertiser viewership:
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100% of audience in Massachusetts
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43% men, 56% women, 1% unknown
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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):
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Link clicks: NA
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Post reactions: 320
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Post comments: 140
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Post shares: 20
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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
2021 Ads:
Health Care
Ad targeting method: Built-in demographic targeting
Targeted audience:
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Geographic: Living in Massachusetts’ Third Congressional District
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Age: 18-65+
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Interests: Barack Obama, Joe Biden, Elizabeth Warren
Audience of advertisement based on advertiser viewership:
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99.77% of audience in Massachusetts; <1% in New Hampshire
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44% men, 55% women, 1% unknown
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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):
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Link clicks: 281
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Post reactions: 90
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Post comments: 77
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Post shares: 8
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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:
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Geographic: Living in Massachusetts’ Third Congressional District
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Age: 18-65+
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Interests: Barack Obama, Joe Biden, Elizabeth Warren
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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:
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99% of audience in Massachusetts; <1% elsewhere
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36% men, 62% women, 2% unknown
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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):
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Link clicks: 810
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Post reactions: 120
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Post comments: 210
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Post shares: 6
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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:
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Geographic: Living in Massachusetts’ Third Congressional District
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Age: 18-65+
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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:
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Geographic: Living in Massachusetts’ Third Congressional District
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Age: 18-65+
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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:
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Geographic: Living in Massachusetts’ Third Congressional District
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Age: 18-65+
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Interests: Alexandria Ocasio-Cortez, Bernie Sanders, Elizabeth Warren
Audience of advertisement based on advertiser viewership:
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99% of audience in Massachusetts; <1% elsewhere
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40% men, 60% women, 0% unknown
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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):
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Link clicks: 207
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Post reactions: 161
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Post comments: 96
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Post shares: 5
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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
Last updated July 2022.
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