We make online political ads more transparent

…with tools for individuals, data and support for academics, researchers and journalists, and advocating for better policy from platforms, regulators and governments.

What we do

Browser Extension

Research ad trends


Understand social media

Policy and analysis


Featured tools and projects

Our Browser Extension


  • Tracks the spending, messaging and targeting of 75,000+ political advertisers
  • Shows trends and leaderboards to monitor change over time
  • Dig down into presidential races, referendums and local campaigns
  • Try it out

Understanding social media

  • Allows researchers to run ecologically valid experimental studies with real content on real social media interfaces
  • Learn how users react to re-ranking, labelling, literacy interventions and exposure to different types of content
  • For quantitative and qualitative study
  • Learn more

Policy and analysis

  • UK campaign analysis: 19th-25th June

    In the final push, Parties are spending more than ever on Meta. Spend on the platform is at its highest yet since the campaign began. In the 19 – 25 June period, weekly spend was £1,313,442: outperforming even the first two-weeks of the campaign, when more than £1M was spent each week. As we enter […] >>

  • Analysis: Liberal Democrats’ Target Seats

    In 2015, the Liberal Democrats were blindsided by their then-coalition partners the Conservatives running a ton of Facebook ads targeting seats they held in the west of England. At the time, there was no ad transparency at all, so it was impossible to know with any reliability what was being said, to whom and how […] >>

  • Making UK elections fit for the digital age: Ten ideas

    Digital campaigning isn’t new at this point, but it’s still newer than most of the electoral law that governs it. We think it’s time that changed. The next government should take a step back and do the work needed to improve the rules for British election campaigns in the digital age. Here’s 10 things they […] >>

  • How did UK parties target their ads in the first week of the campaign?

    With thanks to Fabio Votta, who helps us aggregate party spending on different targeting methods. Here’s the first week of the campaign on Meta, broken down by the amount of money spent on the various targeting methods available to political advertisers. To produce the above chart, we aggregate the amount spent on each targeting method […] >>

  • The Brexit effect on UK political campaign rules

    The UK is starting to diverge from the GDPR. What will looser rules mean for political campaigns? >>

  • Ad transparency – what’s missing for 2024?

    What should platforms do to increase the integrity of their political advertising systems to protect the many elections taking this year? >>

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