And this problem can be found in a front page article by Elizabeth Dwoksin and Crain Timberg titled “Advertisers find it hard to avoid sites spawning hate” in the 25 March 2017 issue of the Washington Post.
This article begins, “As the owner of a small business in liberal Massachusetts, John Ellis was a natural sympathizer of the nationwide call for advertisers to boycott Breitbard News, with its hard-edge conservative politics and close ties to President Trump. But it made Ellis wonder about other more extreme right-wing sites: Who is placing adds on them? A few clicks around the Internet revealed a troubling answer: He was.”
He found an add for his engineering company company, Optics for Hire, on a website owned by white nationalist leader, Richard Spencer. Of course, this meant that he was unknowingly supplying funding for this website.
The Post article continues that in the booming world of Internet advertising, businesses use the latest in online advertising technology offered by Google, Yahoo, and their major competitors are increasingly finding their ads placed alongside politically extreme and derogatory content.
The reason for this is that the ad networks offered by Google, Yahoo, and others can display ads on vast numbers of third-party websites based on people’s search and browsing histories. This strategy gives advertisers an unprecedented ability to reach customers who fit a narrow profile; it dramatically curtails their ability to control where their advertisements appear.
This week AT&T, Verizon and other leading companies pulled their business from Google’s AdSense network in response to news report that ads had appeared with propaganda from the Islamic State and violent groups.
A Washington Post examination of dozens of sites with politically extreme and derogatory content found that many were customers of leading ad networks, which share a portion of revenue gleaned from advertisers with the site’s operators. The examination found that the networks had displayed ads for Allstate, IBM, DirectTV and dozens of other household brand names on websites with content containing racial and ethnic slurs, Holocaust denial and disparaging comments about African Americans, Jews, women, and gay people.
Other Google displayed ads, for Macy’s and the genetics company 23andMe, appeared on he website My Posting Career, which describes itself as a “white privilege zone,” next to a notice saying the site would offer a referral bonus for each member related to Adolph Hitler.
Some advertisers also expressed frustration that ad networks had failed to keep marketing messages from appearing alongside reader comments—even on sites that themselves do not promote extremist content.
Clearly more attention needs to be devoted to this topic along with better screening algorithms. And perhaps some companies will need to make a choice between profits and offending content.