Transparency in political ads online

Who Targets Me campaigns for greater transparency in political advertising online. Its free web plugin enables voters to see how political parties are targeting them on social media, while the data this generates allows Who Targets Me to analyse broader trends and tactics.

di:ga worked with Who Targets Me throughout the 2019 and 2024 UK general election campaigns, to raise awareness about political advertising and build the organisation's profile. We used data, insights and analysis from the Who Targets Me team to develop and pitch stories and respond to reactive media requests. We also wrote briefings for political and tech journalists, which helped frame the media narrative around online targeting in the final weeks of the campaign. In 2024, we supported the team to agree a media partnership with Sky News, resulting in strong broadcast coverage throughout the election campaign.

In the run up to both elections, di:ga helped Who Targets Me secure widespread coverage across the political spectrum in the UK. Highlights included multiple appearances on BBC Radio 4, BBC online, Channel 4 and ITV News, as well as print coverage in The Times, The Guardian, The Financial Times, The Economist, The Daily Telegraph, The Independent and The New York Times. In 2019, we also placed an op-ed in The Times and worked with ITV News to develop a package for their election night programming, using Who Targets Me data and analysis.