ABOUT THE PROJECT

The first phase of the Australian Ad Observatory project was completed in March 2024. This project pioneered a way to observe the targeting of social media advertising across populations of users. Thanks to our 1909 participants we generated the largest known collection of targeted ads that people encounter on Facebook in Australia, 328,107 unique ads, and built world-first research infrastructure that involved citizens in doing so.

The project led to significant findings and impact, and new ways of approaching the study of
automated advertising, not only in terms of individually targeted, discrete ads, but as ongoing sequences of ads that are ‘tuned’ to work in tandem with people’s identities and daily rhythms.

RESEARCH ENABLED BY THE AD OBSERVATORY

Browse the following projects to see how we are using data from the Australian Ad Observatory to make online advertising more transparent and accountable.

FURTHER INFORMATION

See below for media coverage of the project, and further project information.