论文标题
直到2022年意大利大选，在Facebook和Instagram上的政治广告
Political advertisement on Facebook and Instagram in the run up to 2022 Italian general election
论文作者
论文摘要
在线社交平台上有针对性的广告在政治营销工具包中变得越来越重要。监控政治广告对于确保民主进程的问责制和透明度至关重要。利用元公共图书馆的赞助内容，我们研究了直到2022年意大利大选，在Facebook和Instagram上发表了政治广告的程度。分析由2.7 K独特的赞助商支付的23 k多个独特的广告，相关金额为4 m欧元，产生了超过10亿的观点，我们研究了主要联盟政治活动活动的时间，地理和人口统计学模式。我们发现结果符合其政治议程和选举结果，强调了最活跃的联盟如何获得大多数选票，并显示与每个群体（有针对性的）政治基础相一致的地区差异。我们的工作提高了对数字广告的进一步研究及其对个人意见和选择的影响的需求。
Targeted advertising on online social platforms has become increasingly relevant in the political marketing toolkit. Monitoring political advertising is crucial to ensure accountability and transparency of democratic processes. Leveraging Meta public library of sponsored content, we study the extent to which political ads were delivered on Facebook and Instagram in the run up to 2022 Italian general election. Analyzing over 23 k unique ads paid by 2.7 k unique sponsors, with an associated amount spent of 4 M EUR and over 1 billion views generated, we investigate temporal, geographical, and demographic patterns of the political campaigning activity of main coalitions. We find results that are in accordance with their political agenda and the electoral outcome, highlighting how the most active coalitions also obtained most of the votes and showing regional differences that are coherent with the (targeted) political base of each group. Our work raises attention to the need for further studies of digital advertising and its implications for individuals' opinions and choices.
