US organizations on the political left are most likely to spend big on Facebook and Twitter ads; on Google, the trend is reversed, new research reveals.
Facebook seems to carry the highest number of political ads overall; but Google apparently ranks higher in impressions and for spending.
These insights emerged from research released by New York University’s Tandon School of Engineering, in which scientists used the latest machine learning and data-scraping tools to compile the first database of political advertising in the US.
The findings are based on analysis of over 884,000 ads identified by Google, Twitter, and Facebook (including Instagram).
The researchers behind the Online Political Ads Transparency Project said that, although they encountered some barriers to transparency from the media platforms – mainly with regard to what constitutes a political ad – the results throw up a series of meaningful insights.