Hard Questions: Russian Ads Delivered to Congress

What was in the ads you shared with Congress? How many people saw them? Most of the ads appear to focus on divisive social and political messages across the ideological spectrum, touching on topics from LGBT matters to race issues to immigration to gun rights. A number of them appear to encourage people to follow Pages on these issues. Here are a few other facts about the ads:

• An estimated 10 million people in the US saw the ads. We were able to approximate the number of unique people (“reach”) who saw at least one of these ads, with our best modeling
• 44% of total ad impressions (number of times ads were displayed) were before the US election on November 8, 2016; 56% were after the election.
• Roughly 25% of the ads were never shown to anyone. That’s because advertising auctions are designed so that ads reach people based on relevance, and certain ads may not reach anyone as a result.
• For 50% of the ads, less than $3 was spent; for 99% of the ads, less than $1,000 was spent.