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Tue Jan 10, 2017, 07:49 PM


How to destroy the business model of Breitbart and fake news site

Even when ad placements are automated, companies still have the power to control whether neo-Nazis or fake news hucksters profit. In fact, it’s actually rather simple for companies to impose ethical policies, according to Mr. Zeitz. Indeed, his own company (which handles programmatic advertising for other organizations) recently decided to get out ahead of the issue by removing Breitbart News from its advertising marketplace. “We’re not banning them because they’re alt-right or conservative. We banned them from our marketplace because they violate our hate speech policy, which prohibits ad serving on sites that incite violence and discrimination against minority groups.” (Breitbart has said that it condemns racism and bigotry “in any form.”)

He pointed out that brand-name companies had already figured out how to keep their ads from flowing onto porn sites, because “you really don’t want your ad for a breakfast cereal next to a hard-core pornographic video,” and so “there are tools in place that allow companies to control where their ads go.” A company can block a specific site like Breitbart News from its ad buy. Or it might pick a “white list” of sites that align with its values.


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