Many major corporations are now talking about fake news and misrepresentative content and how important it is to fight against it. But intentionally or not, these same corporations are actually helping fund sites that traffic false news by placing ads on them.
In the not-so-distant past, media advertising was much simpler. All that the companies had to do was buy ad space in magazines and newspapers and they would reach desired readers. Before buying ad space, these corporations could check to see if the newspaper or magazine was trustworthy, and that was it.
Nowadays, with digital ads, it’s much harder to know which site is trustworthy because ads are placed by automated systems, not actual people. These algorithms decide where the ads will wind up, so it’s not always easy for companies to steer them away from questionable sites.
So although no major brand has intention of bankrolling sites with fake news, they often do so unwittingly. To make matters worse, “fake news” can be hard to define at times. Basically, a brand doesn’t have a foolproof way of not getting on sites that spread fake news.
The conclusion? Even if a major brand shows up on a site, it doesn’t make it trustworthy – or rather, site’s stories don’t always have to be trustworthy. It’s evident that automatic advertising needs more fine-tuning, but until then, it might be a good idea to check stories on multiple sources.
Reference:
Phys.org (https://phys.org/news/2017-01-intentionally-big-brands-fund-fake.html)



