InfluenceMap Ad Tracker

Tracking the global state of fossil fuel advertising

Total Ads Found

Disclosed Spend

Disclosed Impressions

Based on ad data gathered over the past 6 months

Recent research has revealed that the fossil fuel industry employs digital advertising as a key tool in their efforts to delay, weaken, or oppose climate policy. However, due to the lack of accessible data, stakeholders have been prevented from being able to understand the extent of fossil fuel advertising.

InfluenceMap’s ‘Ad Tracker’ tool provides real time data and analysis on the advertising strategies of fossil fuel companies and industry associations.

The Ad tracker tool examines fossil fuel advertising over the last 6 months from the 20 companies and 20 industry associations in the oil and gas sector that are most engaged in influencing climate policy globally, according to InfluenceMap's LobbyMap database. Ad Tracker tracks ads across the numerous platforms owned by Meta and Google, including Facebook, Instagram, Google Search and YouTube, capturing thousands of ads that are otherwise inaccessible to researchers and the public.

Currently the platform is limited to English ads in predominantly English speaking countries. However, in the future InfluenceMap aims to expand the coverage of the platform to other regions, languages and sectors. In addition, if other advertising platforms make relevant advertising data publicly available, InfluenceMap will work to incorporate this into the platform.

Of these 40 entities, 27 were found to be advertising on either Meta or Google. For more details on how the entities or advertising platforms were selected, please see the [ FAQs].

Explore the Data

On this platform, users can explore up to date analysis of fossil fuel advertising strategies, broken down by platform and advertiser. The analysis aims to break down two key aspects of the ad campaigns; The intensity of the campaigns and the messaging being used. Ad Tracker shows aggregated analysis of the ads collected by InfluenceMap, and not the ads individually. However, the raw data is available upon request. InfluenceMap will work to expand the scope of this tool over time with input from key stakeholders.

Top Advertisers

The table below displays the fossil fuel advertisers InfluenceMap tracks and has been able to collect advertising data on across Facebook, Instagram, Google and YouTube. The data in this table is updated on a daily basis and is based on ad data collected over the last six months.

Due to differences across platforms related to the availability of data, as well as variations in impressions and run time per ad, total number of enrgy and climate ads is a poor metric for comparing the most prolific advertisers against each other. Hence, InfluenceMap has created a value from 0-100, called the Advertising Intensity Metric (A.I.M) based on the average daily reach each advertiser is estimated to have with climate and energy related ads available over the last 6 months. This metric accounts for these differences and allows for a fairer comparison of advertising intensity between advertisers. In some cases, there was not enough available data to accurately generate a A.I.M value for an advertiser, and the value is displayed as N/A.

It is important to note, that the A.I.M metric only represents the best estimate of reach of a organization's energy and climate ads. The A.I.M metric does not represent how negative or positive the organization's advertising is. More information on how the A.I.M metric is calculated can be found on the [multipage/Methodology-8303689463486e9b199f609b9980e2a5-64 Methodology Page].

The advertisers can be sorted by the different metrics by clicking on the titles of each column.