22vlalapub

It analyses the advertising present on Meta platforms (formerly Facebook), Google platforms and Snapchat: who finances the ads, who broadcasts them, to which audience, what are the amounts involved, etc…

The approach of 22vlalapub.fr is to monitor, via the Facebook Ad Library, the ads considered as “dealing with a social, electoral or political issue” (political ads) purchased for distribution on Meta platforms (Facebook, Instagram, Messenger) and mentioning the candidates for the 2022 French presidential election, their political entity, or a list of campaign themes that are at the heart of the public debate.

The list of candidates observed is the official one 22vlalapub.fr also analyses the declared candidates on the basis of a list taken from an article of Le Monde, since they have a role to play in occupying the media space. Finally, 22vlalapub.fr focuses on different campaign themes that are at the heart of the public debate, and tracks keywords associated with these campaign themes. This approach approach makes it possible to see their appearance, their recurrence and their presence in advertising content.

For each candidate, 22vlalapub.fr aggregates the advertisements and associated data disseminated by his personal page, those disseminated by his party’s page, the advertisements disseminated by other actors that mention the candidate’s surname and finally those that mention the candidate’s party name.
For each theme, 22vlalapub.fr aggregates the ads and associated data mentioning keywords related to these themes.

During the course of this project, Check First has developed a file format to store information about ads. This format, inspired by the industry’s best practices is independent from any platform’s own format and allows us to store metadata about ad assets, their purpose and other characteristics. The goal of this file format, called Aid (for Ad Identification), is to allow to store and compare metadata about ads originating from different platforms and allow for automatised data analysis and comparisons. Furthermore, we believe this format will be particularly useful to help verify the platforms’ compliance with Art 39 of the Digital Services Act.