The Australian Ad Observatory has recruited 1909 participants who have donated 737,418 ads from their Facebook news feed since October 2021. These citizen scientists have helped to create the largest collection of digital advertising that Australians see. They have helped to unravel one of the paradoxes of digital advertising: in an era where we have become more visible than ever to advertisers, advertising has become less visible to us.

In this plenary session we present early findings from our analysis of this collection of ads by focussing on three case studies: greenwashing, gambling and alcohol. Across these cases we illustrate some of the themes and patterns in the advertising that Australians see online, and develop approaches for making advertising more observable by researchers and civil society. In a panel discussion with leading advertising industry experts we consider the future of digital advertising so that we can anticipate its trajectory and continue to imagine how to make it explainable and accountable to the public.

Speakers

• A/Prof Nicholas Carah, Director of the Digital Cultures & Societies Hub, University of Queensland. Associate Investigator, ADM+S.

• Prof Jean Burgess, Professor of Digital Media, Digital Media Research Centre, QUT. Associate Director, ADM+S.

• Charmaine Griffith, Growth Director, Australia & New Zealand, VMLY&R

• Jonas Jaanimagi, Technology Lead, Interactive Advertising Bureau (IAB).

• Richard Warwick, Head of Digital and Partner, Customedia.