For most people, online ad targeting takes place in the background where it happens without notice, but Mozilla fellows Joana Varon, Becca Ricks and Hang Do Thi Duc are have set out to shed a little light on the process. The group have developed a browser extension called Fuzzify.me to educate users on how they’re being targeted by Facebook ads and gives them tools to bypass some of them.

The plugin works in both Firefox and Chrome and requires ad blockers to be turned off. With that done, Fuzzify.me tracks all the ads users are presented with on Facebook along with reasons why those specific ads are being shown.

Although this information is already available through Facebook’s recently installed “Why am I seeing this?” feature, the plugin offers a less subtle way for users to be informed about how they’re being targeted by advertisers. Additionally, the extension provides deeper insight as to how brands are using Facebook, such as what information and categories they’re using to reach specific users and demographics.

As an added feature, the plugin lets users clear out all their ad preferences in one fell swoop to limit the information advertisers can use. Facebook also makes it possible to turn this information off in preferences, but the tools are divided into a multitude of vague categories such as “Frequent Travelers,” each filled with a collection of advertisers and interests that must be disabled individually, making it a hassle for people to use. The extension encourages users to clean out their data on a regular basis to gain more insight about how advertisers are targeting them and to better determine whether Facebook’s privacy controls actually work as they’re supposed to.

While some might believe that the extension was created in response to growing data privacy concerns, that isn’t entirely the case. In an interview with VentureBeat, Varon said that Fuzzify.me came out of a research project that explored how sexist ads are served. It then grew into a project created in partnership with Who Targets Me to “demystify ad targeting.” Over 7,000 people have downloaded the extension, and it found that the majority of ads for baby-related products were shown to women.

According to Varon, “The idea of the extension is to bring transparency [to ad targeting] and start a discussion about who is targeting you.”