The Markup
Data-driven investigations into technology platforms' data practices, algorithms, surveillance, dark patterns, and societal impacts. How platforms (Google, Meta, etc.) collect/share data and shape user experiences/outcomes.
- Type
- Nonprofit Investigative Journalism & Research Newsroom
- Based in
- New York, NY (US)
- Focus region
- US (national tech investigations) with global relevance
Notable projects
Investigations into data brokers and platforms; dark patterns in privacy controls; algorithmic impacts on housing, employment, etc.; surveillance advertising ecosystems; tools for public to understand platform data practices.
Data journalism powerhouse focused exclusively on tech's impact. Uses rigorous methods (data analysis, public records, leaks) to expose platform practices. Recently affiliated with CalMatters but maintains independent tech focus. Actionable, public-good oriented output.
- Investigations
- 7
- Platforms tracked
- 4
- Active since
- 2023
- Latest report
- Feb 2026
Topics covered
- Ad Transparency & Fraud4
- Content Moderation3
- Algorithmic Harm & Recommender Systems1
- Child Safety & Minors1
Watchdog vs. platform
Publicly documented legal proceedings, access disputes, or other platform pushback. Allegations, findings, and outcomes are labelled separately and linked to their sources.
No sourced legal or practical dispute has been documented for The Markup yet. Know of one?
Add a sourced caseResearchers
Current
- Tomas ApodacaJournalism Engineer4
- Colin LecherInvestigative Reporter2
- Natasha Uzcátegui-LiggettStatistical Journalist2
- Jon KeeganInvestigative Data Journalist1
- Maria Puertas1
- Miles HiltonFull Stack Operations Engineer1
- Mohamed Al Elew1
- Ross TeixeiraInvestigative Data Journalist1
- Tara García Mathewson1
Reports
Full database2026
1 report- Feb 2026TikTokX/Twitter
Blacklight update: are TikTok and X tracking you across the internet?
The Markup expanded its Blacklight privacy inspector to detect TikTok and X tracking pixels on third-party websites, revealing how these platforms follow users across the web.
Ad Transparency & FraudBy Miles Hilton
2024
5 reports- Oct 2024Meta
How Meta Brings in Millions Off Political Violence
A joint CalMatters/Markup investigation estimated Meta earns millions in ad revenue in the wake of violent news events, profiting from engagement surges around political violence.
Ad Transparency & FraudBy Colin Lecher and Tomas Apodaca
- Mar 2024Meta
Instagram Creators: Check If Your Posts Are 'Political'
After Meta stopped 'proactively recommending' political content, The Markup built a tool letting creators test whether their posts would be classified as political and thus algorithmically limited.
Algorithmic Harm & Recommender SystemsContent ModerationArt. 27 — Recommender transparencyBy Tomas Apodaca and Maria Puertas
- Mar 2024MetaYouTubeCross-platform
How Automated Content Moderation Works (Even When It Doesn't)
Explainer documenting the automated techniques (hash-matching, classifiers) platforms use to moderate billions of posts, and where these systems routinely fail.
Content Moderation - Feb 2024Meta
Demoted, Deleted, and Denied: More Than Just Shadowbanning on Instagram
An investigation found Instagram heavily demoted nongraphic Israel-Hamas war images, deleted captions, hid comments without notification, and suppressed hashtags, well beyond classic 'shadowbanning.'
Content ModerationArt. 16/20 — Notice-and-actionBy Tomas Apodaca, Natasha Uzcátegui-Liggett, Tara García Mathewson and Mohamed Al Elew
- Jan 2024Meta
Each Facebook User is Monitored by Thousands of Companies
A study of 267,000 users found the average Facebook user had activity sent to Facebook by roughly 2,230 different companies, exposing the scale of third-party tracking.
Ad Transparency & FraudBy Jon Keegan
2023
1 report- Nov 2023Meta
Facebook Watches Teens Online As They Prep for College
A Pixel Hunt investigation found Meta's tracking pixel embedded on school, test-prep and college-application websites, letting Meta monitor students as they browse education sites.
Child Safety & MinorsAd Transparency & FraudArt. 28 — Protection of minorsBy Colin Lecher and Ross Teixeira