Despite the fierce protests of the messages are Wrong as lucrative. But why is this so? According to a new study, the Online advertising is to blame. Because, the number of calls is more important than the advertising medium.
Thanks to advertising revenue, the financial incentive for the creation and dissemination of false news is still high – despite the massive approach of Google and co. as well as numerous Appeals to the digital advertising industry, the “Fake News”-to reduce the tide.
One of BuzzFeed.com investigation comes to the result that at the beginning of April more than 60 web sites that publish false information, money with the Google advertising platform, AdSense and other major advertising earned networks. Added to this, a network of exiled rumors-point pen advertising often switch to a different network.
But why is this so? According to a study by the London School of Economics and Political Science (LSE) is a relatively new way of Online advertising is the fuel that keeps the Fake News machinery financially to the life-or you in the first place.
The LSE Professor and author of the study, Damian Tambini says, a new, so-called programmatic advertising model to “reward” those messages, the truth of which have been elaborately checked, but ones that are visually appealing and have a good Chance to be shared in Social networks.
“The new digital advertising strategy creates a much more direct economic connection between the resonance and the share ability of individual articles and of the economic gain,” writes Apple in the study. “In addition, the model for smaller publications to establish themselves outside of ethical and self-regulatory requirements.” “Smaller publications” says Tambini, particularly, the disseminator of false news and half-truths such as Huzlers.com achieved within a short period of time, a large range, and full bags.
Programmatic advertising is bought with the help of Algorithms fully automatically and in real time and place; It is the kind of advertising that Internet users often followed over several days at many sites “a”, for example, after you have looked at a flight connection in the network.
The Problem is global
In this type of advertising, the decision on the placement does not depend on the publication or the Website, but from the amount of the expected clicks or Views of a specific target group. This distinction is, according to Apple, the crux of the matter: as Long as the range is right, the media doesn’t matter – Views are more important than News.
The account behind this is simple: The more advertising is seen, the more traffic there is. And more traffic mean more revenue for the advertising medium, i.e. the website on which the advertising is switched. Since not only the websites, but also advertisers, agencies, and platforms for the benefit of the model, whether it is in the interest of all Stakeholders, to maximize the number of Views says Tambini. Therefore, the incentives for a Change in the model low.
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Barely able to control advertising on the Internet
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Barely able to control advertising on the Internet
Apple sees the dominance of programmatic advertising a “massive structural change, the media changed systems around the world”. The new editor, so Apple could operate on the world – to use even in countries that have a foreign policy interest, “Fake News”, to de-legitimise the national security of other States or undermining their democracy. The testimony of media Professor can be interpreted as an allusion to the attempted influence of Russia on the outcome of the elections in the United States and France.
Programmatic advertising also leads to publications in the race for clicks and advertising revenue often publish content, to check without their truth content. This is an example of a Video from February 2017, in which a woman destroyed on the open road in a vehicle. Several British publications, the Video published. In retrospect, it turned out to be a staging.
Farhad Manjoo, columnist for the New York Times, compares the supply chains, the Problem of the advertising industry with the lack of transparency of industrial: You often do not know who makes exactly a piece of clothing, or whether a purchased diamond funded war. There to help Investigate, and so Manjoo.
The first signs of solution approaches
The obvious weaknesses of programmatic advertising have been switching lately due to several prominent cases: the decision of purchasers by the end of 2017, no Ads on the website of the right-wing American news and opinion website “Breitbart” more; the YouTube Boycott of 250 companies, including Ford, Starbucks and Ikea, after their commercials were shown alongside the Videos with the part of extremist content; and Google’s banishment of several hundred out to advertiser of its AdSense network.
These measures Tambini known as possible signs of self-correction of the system. However, such a self-regulating dynamics are not likely, since the consequences of the “profound structural change” are yet to be seen. Therefore, interventions, and more supervision on the part of the policy might be necessary, asks LSE Professor Tambini, warns against activism: Hasty measures could restrict freedom of expression and the autonomy of the media is undermined.
The most useful Apple maintains a code of conduct and seal of approval, because to ensure transparency emerging and advertisers have more control over the placement of your messages.
And that is precisely what the Recently announced Initiative, “the Open Brand Safety (OPS)”. The joint project of the Irish media Startup Storyful and the US Advertising Analytics company Moat’s stated objective is to create a database of suspect Domains and Video URLs, with the “brands, agencies and platforms can better decide where to turn off your advertising.”
But programmatic advertising not only has disadvantages. According to Manjoos a Teenager can advertising with a large YouTube following, without programmatic sponsors hardly earn money. In addition, as Manjoo argues, the new model is creating a “more efficient advertising market”; and the current debate would eventually lead to “better advertising” and “better media”.
Whether new laws, initiatives such as OPS or self-regulation – how and when the dominant programmatic advertising model is going to change, is open. Only one thing is for sure: A return to the old model, when the advertising space is not computers, but people have been sold, it will not be – alone Google to have 100,000 new employees is appreciated.