Fake eyeballs
"You might have been looking at furniture last night or something similar and they're targeting you," he says.īig brands could choose to take away their ad dollars and financially devastate this site, if they decide being there harms their brand. In between stories about Hillary Clinton's emails and president-elect Donald Trump saving manufacturing jobs, Gattinella and I each see ads from names we know. He pulls up an example of one site he's identified as extremist, called Young Conservatives. They're newer, and according to his estimates, traffic to these sites has nearly doubled in the last month alone. He says nearly half of the hundreds of sites he's identified in this category did not exist at the beginning of this year. Gattinella says his customers, the brands that advertise, recently requested that he build a new filter to blacklist news that is fake and/or extremist - rightwing or leftwing sites that may include sensational headlines or little original reporting. "If there was an airplane accident in Florida you don't want to be promoting discount airfare or vacation travel in the context of that article," says Wayne Gattinella, CEO of DoubleVerify. They've built filters to ID and avoid things like porn, neo-Nazis or even, in some cases, real news.
![fake eyeballs fake eyeballs](https://i.ebayimg.com/images/i/331801628514-0-1/s-l1000.jpg)
In general, big brands don't want to place their ads next to a story or picture that could create a problem for them. But there's one big reason to believe this is just a short-term reaction in the heat of the moment, not a long-term trend. Kellogg's announced it is pulling ads from the site Breitbart - which publishes right-wing content. The post-election uproar over fake news and far-right websites is taking its toll on the advertising industry.