Automatically Identifying Political Ads on Facebook: Towards Understanding of Manipulation via User Targeting

Abstract

The reports of Russian interference in the 2016 United States elections brought into the center of public attention concerns related to the ability of foreign actors to increase social discord and take advantage of personal user data for political purposes. It has raised questions regarding the ways and the extent to which data can be used to create psychographical profiles to determine what kind of advertisement would be most effective to persuade a particular person in a particular location for some political event; Questions which have not been explored yet due to the lack of publicly available data. In this work, we study the political ads dataset collected by ProPublica, an American nonprofit newsroom, using a network of volunteers in the period before the 2018 US midterm elections. With the help of the volunteers, it has been made possible to collect not only the content of the ads but also the attributes that were used by advertisers to target the users. We first describe the main characteristics of the data and explore the user attributes including age, region, activity, and more, with a series of interactive illustrations. Furthermore, an important first step towards understating of political manipulation via user targeting is to identify politically related ads, yet manually checking ads is not feasible due to the scale of social media advertising. Consequently, we address the challenge of automatically classifying between political and non-political ads, demonstrating a significant improvement compared to the current text-based classifier used by ProPublica, and study whether the user targeting attributes are beneficial for this task. Our evaluation sheds light on questions, such as how user attributes are being used for political ads targeting and which users are more prone to be targeted with political ads. Overall, our contribution of data exploration, political ad classification and initial analysis of the targeting attributes, is designed to support future work with the ProPublica dataset, and specifically with regard to the understanding of political manipulation via user targeting.