Big brands are inadvertently funding websites with fake content due to the complexity of online advertising that often leaves advertisers unaware of where their ads appear. The study found that in 2016, more than half (47%) of all U.S. adults used a search engine or social media platform for information about health and medicine. However, identifying fake news sites is complicated since they may also include opinion pieces and true stories. In addition, because ad-tech companies make money when ads are shown, there is little incentive to block sites, according to independent ad-fraud researcher, Augustine Fou.
Big brands are inadvertently funding websites with fake content due to the complexity of online advertising that often leaves advertisers unaware of where their ads appear. Online ad exchanges are trying to address the problem: AppNexus banned ads on the right-wing site Breitbart and Google will stop placing ads on sites with "deceptive or misrepresentative" content. However, identifying fake news sites is complicated since they may also include opinion pieces and true stories. In addition, because ad-tech companies make money when ads are shown, there is little incentive to block sites, according to independent ad-fraud researcher, Augustine Fou.