What is Trends?
Trends from Who Targets Me makes navigating and understanding digital political advertising data easier. It includes dashboards, visualisations and analytical tools for tracking digital ad spending, targeting and messaging on Meta and Google services in over 60 countries.
Note that access to some data and features requires a login or paid subscription.
There's a lot of data in Trends, so we've put together guides with examples for specific use cases to help you get started.
Quick start guides:
Featured Reports
UK | All political ad spending | Google and Meta
Next elections: May 2026 (Scottish, Welsh and Local)
Look out for:
- Labour spending to cement governing message
- Conservatives buying ads to rebuild reputation
- Reform spending to become effective opposition
US | All political ad spending | Google and Meta
Next elections: 2026 Midterms
Look out for:
- Democratic fundraising efforts
- Early spending in key Senate races
- Pro- and anti-Trump PAC spending
UK | Meta location targeting
Next elections: May 2026 (Scottish, Welsh and Local)
Look out for:
- How the parties target Scotland and Wales
- The places Labour targets, as they try to get their governing message across
- Any geographical targeting by Reform, which might signal their seat strategy for next year's elections
Germany | All political ad spending | Google and Meta
Next elections: NRW State election 2025
Look out for:
- AfD spending in NRW, an area a long way from their strongholds
- Competition between the CDU and SPD, who typically get most seats in Nordrhein Westfalen
- High spending from Die Grunen, who often spend most on ads in Federal Elections and are 3rd placed in NRW
Netherlands | All parties | Google and Meta
Next election: Oct 2025 Parliamentary election
Look out for:
- Spending by VVD and PvdA trying to reassert their positions as the two "main parties"
- PVV running significant volumes of ads (historically, they don't)
- The disappearance of Google advertising, in October, when they withdraw from the EU market
Norway | All parties | Meta ads
Next election: Sept 2025 Parliamentary election
Look out for:
- High spend by the right-populist Fremskrittspartiet
- Whether Høyre can beat Fremskrittpartiet to stay the main party of the right
- How Arbeiderpartiet campaigns to maintain its poll lead and be re-elected to lead the government
