Characterizing Brazilian Political Ads on Facebook
Resumo
Most of politicians, public figures and political candidates use online advertising platforms to spread their political values and messages. Since 2018, Facebook has made available an Ad Library providing advertising transparency to prevent interference in elections and other political issues. However, it is not explicit how the ads are selected to incorporate this database and to what extent there is an artificial intelligence applied to this selection. In this work, we provide a categorization of the ads data in Brazil to understand the dynamic of political advertisements and what type of ads are present in this ad library. We analyze impressions, the money spent and who are the advertisers on ads from 2018 to 2021. Among our findings, we show that during the election months of 2018 and 2020 the volume of ads correspond to approximately 30% of the ads in the dataset and the moving average of the money spent per ads increases about 200% after the first round of brazilian elections.
Palavras-chave:
Facebook, political ads, election period, brazilian elections
Referências
Muhammad Ali, Piotr Sapiezynski, Miranda Bogen, Aleksandra Korolova, Alan Mislove, and Aaron Rieke. 2019. Discrimination through optimization: How Facebook’s Ad delivery can lead to biased outcomes. Proceedings of the ACM on Human-Computer Interaction 3, CSCW (2019), 1–30. https://doi.org/10.1145/3359301
Muhammad Ali, Piotr Sapiezynski, Aleksandra Korolova, Alan Mislove, and Aaron Rieke. 2021. Ad Delivery Algorithms: The Hidden Arbiters of Political Messaging. In Proceedings of the 14th ACM International Conference on Web Search and Data Mining (WSDM). 13–21. https://doi.org/10.1145/3437963.3441801
Athanasios Andreou, Márcio Silva, Fabrício Benevenuto, Oana Goga, Patrick Loiseau, and Alan Mislove. 2019. Measuring the Facebook advertising ecosystem. In Proceedings of the Network and Distributed System Security Symposium 2019 (NDSS). 1–15. https://doi.org/10.14722/ndss.2019.23280
Athanasios Andreou, Giridhari Venkatadri, Oana Goga, Krishna Gummadi, Patrick Loiseau, and Alan Mislove. 2018. Investigating ad transparency mechanisms in social media: A case study of Facebook’s explanations. In Proceedings of the Network and Distributed System Security Symposium 2018 (NDSS). 1–15. https://doi.org/10.14722/ndss.2018.23191
Fabrício Benevenuto. 2020. Propagandas nas Redes Sociais e o Problema da Desinformação. Computação Brasil 43 (2020), 35–38. https://doi.org/10.5753/CompBR.2020.43.1795
Ricardo Campos, Juliano Souza de Albuquerque Maranhão, and Fabrício Benevenuto. 2018. Fake news e a crônica do caixa 2 anunciado. [link]. 20 de maio de 2022
Kelley Cotter, Mel Medeiros, Chankyung Pak, and Kjerstin Thorson. 2021. “Reach the right people”: The politics of “interests” in Facebook’s classification system for ad targeting. Big Data & Society 8, 1 (2021), 1–16. https://doi.org/10.1177/2053951721996046
Laura Edelson, Tobias Lauinger, and Damon McCoy. 2020. A security analysis of the Facebook ad library. In 2020 IEEE Symposium on Security and Privacy (S&P). 661–678. https://doi.org/10.1109/SP40000.2020.00084
Tribunal Superior Eleitoral. 2020. TSE assina parceria com Facebook Brasil e WhatsApp Inc. para combate à desinformação nas Eleições 2020. [link]. 15 de maio de 2022
Basileal Imana, Aleksandra Korolova, and John Heidemann. 2021. Auditing for discrimination in algorithms delivering job ads. In Proceedings of The Web Conference 2021 (TheWebConf). 3767–3778. https://doi.org/10.1145/3442381.3450077
Amelia M Jamison, David A Broniatowski, Mark Dredze, Zach Wood-Doughty, DureAden Khan, and Sandra Crouse Quinn. 2020. Vaccine-related advertising in the Facebook Ad Archive. Vaccine 38, 3 (2020), 512–520. https://doi.org/10.1016/j.vaccine.2019.10.066
Victor Le Pochat, Laura Edelson, Tom Van Goethem, Wouter Joosen, Damon McCoy, and Tobias Lauinger. 2022. An Audit of Facebook’s Political Ad Policy Enforcement. In Proceedings of the 31st USENIX Security Symposium. 607–624.
J Nathan Matias, Austin Hounsel, and Nick Feamster. 2022. Software-Supported Audits of Decision-Making Systems: Testing Google and Facebook’s Political Advertising Policies. Proceedings of the ACM on Human-Computer Interaction 6, CSCW1 (2022), 1–19. https://doi.org/10.1145/3512965
Yelena Mejova and Kyriaki Kalimeri. 2020. COVID-19 on Facebook ads: competing agendas around a public health crisis. In Proceedings of the 3rd ACM SIGCAS Conference on Computing and Sustainable Societies (COMPASS). 22–31. https://doi.org/10.1145/3378393.3402241
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Meta. 2022. Facebook Ad Library API. https://www.facebook.com/ads/library/api. 15 de maio de 2022
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Filipe N Ribeiro, Koustuv Saha, Mahmoudreza Babaei, Lucas Henrique, Johnnatan Messias, Fabricio Benevenuto, Oana Goga, Krishna P Gummadi, and Elissa M Redmiles. 2019. On microtargeting socially divisive ads: A case study of russia-linked ad campaigns on facebook. In Proceedings of the Conference on Fairness, Accountability and Transparency (FAT*). 140–149. https://doi.org/10.1145/3287560.3287580
Márcio Silva and Fabrício Benevenuto. 2020. Analyzing the use of COVID-19 ads on Facebook. In Proceedings of the 26th Brazilian Symposium on Multimedia and the Web (Webmedia). 21–24. https://doi.org/10.1145/3428658.3431088
Márcio Silva, Lucas Santos de Oliveira, Athanasios Andreou, Pedro Olmo Vaz de Melo, Oana Goga, and Fabrício Benevenuto. 2020. Facebook ads monitor: An independent auditing system for political ads on facebook. In Proceedings of The Web Conference 2020 (TheWebConf). 224–234. https://doi.org/10.1145/3366423.3380109
Till Speicher, Muhammad Ali, Giridhari Venkatadri, Filipe Nunes Ribeiro, George Arvanitakis, Fabrício Benevenuto, Krishna P Gummadi, Patrick Loiseau, and Alan Mislove. 2018. Potential for discrimination in online targeted advertising. In Proceedings of the Conference on Fairness, Accountability and Transparency (FAT*). 5–19.
Muhammad Ali, Piotr Sapiezynski, Aleksandra Korolova, Alan Mislove, and Aaron Rieke. 2021. Ad Delivery Algorithms: The Hidden Arbiters of Political Messaging. In Proceedings of the 14th ACM International Conference on Web Search and Data Mining (WSDM). 13–21. https://doi.org/10.1145/3437963.3441801
Athanasios Andreou, Márcio Silva, Fabrício Benevenuto, Oana Goga, Patrick Loiseau, and Alan Mislove. 2019. Measuring the Facebook advertising ecosystem. In Proceedings of the Network and Distributed System Security Symposium 2019 (NDSS). 1–15. https://doi.org/10.14722/ndss.2019.23280
Athanasios Andreou, Giridhari Venkatadri, Oana Goga, Krishna Gummadi, Patrick Loiseau, and Alan Mislove. 2018. Investigating ad transparency mechanisms in social media: A case study of Facebook’s explanations. In Proceedings of the Network and Distributed System Security Symposium 2018 (NDSS). 1–15. https://doi.org/10.14722/ndss.2018.23191
Fabrício Benevenuto. 2020. Propagandas nas Redes Sociais e o Problema da Desinformação. Computação Brasil 43 (2020), 35–38. https://doi.org/10.5753/CompBR.2020.43.1795
Ricardo Campos, Juliano Souza de Albuquerque Maranhão, and Fabrício Benevenuto. 2018. Fake news e a crônica do caixa 2 anunciado. [link]. 20 de maio de 2022
Kelley Cotter, Mel Medeiros, Chankyung Pak, and Kjerstin Thorson. 2021. “Reach the right people”: The politics of “interests” in Facebook’s classification system for ad targeting. Big Data & Society 8, 1 (2021), 1–16. https://doi.org/10.1177/2053951721996046
Laura Edelson, Tobias Lauinger, and Damon McCoy. 2020. A security analysis of the Facebook ad library. In 2020 IEEE Symposium on Security and Privacy (S&P). 661–678. https://doi.org/10.1109/SP40000.2020.00084
Tribunal Superior Eleitoral. 2020. TSE assina parceria com Facebook Brasil e WhatsApp Inc. para combate à desinformação nas Eleições 2020. [link]. 15 de maio de 2022
Basileal Imana, Aleksandra Korolova, and John Heidemann. 2021. Auditing for discrimination in algorithms delivering job ads. In Proceedings of The Web Conference 2021 (TheWebConf). 3767–3778. https://doi.org/10.1145/3442381.3450077
Amelia M Jamison, David A Broniatowski, Mark Dredze, Zach Wood-Doughty, DureAden Khan, and Sandra Crouse Quinn. 2020. Vaccine-related advertising in the Facebook Ad Archive. Vaccine 38, 3 (2020), 512–520. https://doi.org/10.1016/j.vaccine.2019.10.066
Victor Le Pochat, Laura Edelson, Tom Van Goethem, Wouter Joosen, Damon McCoy, and Tobias Lauinger. 2022. An Audit of Facebook’s Political Ad Policy Enforcement. In Proceedings of the 31st USENIX Security Symposium. 607–624.
J Nathan Matias, Austin Hounsel, and Nick Feamster. 2022. Software-Supported Audits of Decision-Making Systems: Testing Google and Facebook’s Political Advertising Policies. Proceedings of the ACM on Human-Computer Interaction 6, CSCW1 (2022), 1–19. https://doi.org/10.1145/3512965
Yelena Mejova and Kyriaki Kalimeri. 2020. COVID-19 on Facebook ads: competing agendas around a public health crisis. In Proceedings of the 3rd ACM SIGCAS Conference on Computing and Sustainable Societies (COMPASS). 22–31. https://doi.org/10.1145/3378393.3402241
Meta. 2018. Hard Questions: Why Doesn’t Facebook Just Ban Political Ads? https://about.fb.com/news/2018/05/hard-questions-political-ads. 10 de junho de 2022
Meta. 2022. Anúncios sobre temas sociais, eleições ou política. [link]. 21 de agosto de 2022
Meta. 2022. Facebook Ad Library API. https://www.facebook.com/ads/library/api. 15 de maio de 2022
Meta. 2022. Facebook for Developers. https://developers.facebook.com 15 de maio de 2022
Meta. 2022. Meta Reports First Quarter 2022 Results. [link]. 11 de maio de 2022
Nic Newman, Richard Fletcher, Anne Schulz, Simge Andi, Craig T Robertson, and Rasmus Kleis Nielsen. 2021. newman2021reuters. Reuters Institute for the Study of Journalism.
Filipe N Ribeiro, Koustuv Saha, Mahmoudreza Babaei, Lucas Henrique, Johnnatan Messias, Fabricio Benevenuto, Oana Goga, Krishna P Gummadi, and Elissa M Redmiles. 2019. On microtargeting socially divisive ads: A case study of russia-linked ad campaigns on facebook. In Proceedings of the Conference on Fairness, Accountability and Transparency (FAT*). 140–149. https://doi.org/10.1145/3287560.3287580
Márcio Silva and Fabrício Benevenuto. 2020. Analyzing the use of COVID-19 ads on Facebook. In Proceedings of the 26th Brazilian Symposium on Multimedia and the Web (Webmedia). 21–24. https://doi.org/10.1145/3428658.3431088
Márcio Silva, Lucas Santos de Oliveira, Athanasios Andreou, Pedro Olmo Vaz de Melo, Oana Goga, and Fabrício Benevenuto. 2020. Facebook ads monitor: An independent auditing system for political ads on facebook. In Proceedings of The Web Conference 2020 (TheWebConf). 224–234. https://doi.org/10.1145/3366423.3380109
Till Speicher, Muhammad Ali, Giridhari Venkatadri, Filipe Nunes Ribeiro, George Arvanitakis, Fabrício Benevenuto, Krishna P Gummadi, Patrick Loiseau, and Alan Mislove. 2018. Potential for discrimination in online targeted advertising. In Proceedings of the Conference on Fairness, Accountability and Transparency (FAT*). 5–19.
Publicado
07/11/2022
Como Citar
SILBERSCHNEIDER, Cora; GUIMARÃES, Samuel S.; BENEVENUTO, Fabrício; SILVA, Márcio.
Characterizing Brazilian Political Ads on Facebook. In: SIMPÓSIO BRASILEIRO DE SISTEMAS MULTIMÍDIA E WEB (WEBMEDIA), 28. , 2022, Curitiba.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2022
.
p. 49-56.
