2025
By Joanna Strycharz & Priska Breves
Digital advertising is increasingly personalized and driven by platform data, making it difficult for researchers to observe how ads are targeted and delivered. Many online ads are ephemeral, and platform explanations of targeting provide only limited insight into broader advertising patterns.
This project explores how data donations, where participants voluntarily share data packages obtained from online platforms, can help researchers study digital advertising in a more transparent way. By combining donated platform data with advertising libraries and survey data, the project develops a methodological framework for analyzing advertising exposure and targeting across platforms such as Facebook, Instagram, and TikTok.
The project also examines the methodological challenges of using data donations and aims to provide practical guidelines for researchers interested in studying digital advertising ecosystems.