Universal Digital Ad Transparency – Required Fields

We would like the following data made public per ad creative if applicable, and available in the context where the ad was shown.

Advertiser specified content 

  • Creative content – each as applicable
    • Content author (Facebook page/YouTube channel)
    • Text or texts
    • Image or images
    • Video or videos
    • Captions for the images and videos
    • Links to other assets or external websites
  • Metadata
    • Disclosure string – if applicable
    • Content author – if applicable and distinct from the advertiser
    • Unique platform advertiser identifier – if applicable
    • National advertiser identifier (such as a tax or elections  id number) – if available and applicable
    • Disambiguated advertiser – if paid for by a political advertiser
    • Timing details
      • Date the ad was created
      • Dates the ad was active
    • Displayed creative combination.
      • Exact combination of text or texts, image or images, video or videos, layout or layouts, and other asset or assets shown to at least one user.

Budget and spend

  • Provided by each displayed creative combination as defined above
  • Maximum budget
    • Exact amount over a minimum threshold
  • Spend
    • Exact amount over a minimum threshold
    • Spend per day the ad was active

Delivery and results

  • Notation if the ad was removed for violating platform rules
  • Aggregated statistics – each as available and applicable
    • Paid and Organic Impressions per day the ad was active
      • Exact amount over a minimum threshold
    • Engagement (e.g. clicks, reactions, shares)
      • Exact amount over a minimum threshold