The War on Breitbart Now Goes Through Amazon

Sleeping Giants has spent the last four months letting advertisers know that their products are being sold next to articles with headlines like, “Birth Control Makes Women Unattractive and Crazy,” and “Would You Rather Your Child Had Feminism or Cancer?”

This ragtag group of anonymous marketers has convinced 1,600 advertisers to move their ad buys away from the right-wing media site Breitbart, where those headlines appeared, in the last 16 weeks.

And that’s because a lot of these companies don’t know they’re advertising on Breitbart in the first place.

Due to the magic of targeted, programmatic advertising, companies can now buy advertising on ad distribution networks—which can show up almost anywhere on the web, including on hate sites. Sleeping Giants found a solution, if a grueling one: Reach out to each company individually and tell them to blacklist Breitbart in their buy with their digital advertising distributor.

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