Chris Sutcliffe: Fixing the flaws of digital adland’s dystopic world

PUBLISHED: 07:00 11 October 2017

Some organisations have dedicated themselves to fixing the broken digital advertising ecosystem.

Some organisations have dedicated themselves to fixing the broken digital advertising ecosystem.

$image.copyright

It’s not a stretch to say that the economics of digital advertising are to blame for disasters like Brexit and Trump.

It sounds simplistic, but the means by which the news and opinion that sway public opinion get disseminated is dictated by which is likely to generate revenue for news publishers.

Unfortunately, over the past few years the means of distribution that is most effective for generating revenue has been chasing huge audiences against which publishers can serve low-value digital ads.

To attract those vast audiences, publishers have variously resorted to clickbait, highly partisan articles and, problematically, misinformation designed to appeal to confirmation bias.

That’s exacerbated by methods of selling digital ads that don’t differentiate between sites, infamously leading to some ads appearing against extremist content or on publishers like Mail Online, without brands’ consent.

It’s no surprise, then, that some concerned organisations have dedicated themselves to fixing the broken digital advertising ecosystem.

One such effort, the Veracity.ai project, has been awarded a $50,000 grant from the arts and journalism fund the Knight Foundation in order to fix the problem of ads appearing against content the brand doesn’t agree with.

The project lead for Veracity.ai, Danny Rogers, explains why it is a “first step” to fixing the spread of misinformation online: “You look at the way ads are placed, the lack of control and transparency that brands have... it’s a very off-balance industry and so taking advantage of that lack of balance in order to push the whole machine is geopolitical judo at its finest. One of the very obvious ways is to help brands and platforms prevent advertising support to the misinformation sites that are floating out there.”

Using lessons learned from large-scale data analysis, Veracity.ai will help publishers develop block lists of misinformation sites, and give brands tools to help determine where their ads appear. In the same way that tools like adblockers give individuals the choice about which sites to personally support by allowing ads through the blocker, Veracity.ai’s tools will allow brands to choose which publishers are worth supporting with ad revenue.

Like other attempts to fix the digital ad ecosystem, such as Stanford University’s ongoing attempts to create a News Quality Score that increases the value of advertising on sites that have proven to be accurate sources of news, Veracity.ai faces the challenge of getting publishers and platforms that benefit from the current system to adopt a new system. Rogers explains: “There is a strong appetite for brands to bring quality back into the conversation, asking where are the ads appearing and what is the context, and making that matter. The challenge is really with the content distribution network folks out there, like Revcontent and Taboola, and getting them to understand their own role and responsibilities.”

There’s no cast-iron guarantee that any of these individual efforts can truly ‘fix’ digital advertising.

Each faces innumerable challenges, from dealing with ad giants like Google, Facebook and Amazon, through facing adversity from publishers who benefit from the current system, to getting adopted by a notoriously fractured network of ad buyers, sellers and servers.

But with the current system favouring polemic rhetoric and the creation of misinformation that has led to societal disasters like Brexit, it’s heartening to see projects attempting to fix the broken financial incentives that allowed them to occur in the first place.

Support The New European's vital role as a voice for the 48%

The New European is proud of its journalism and we hope you are proud of it too. We believe our voice is important - both in representing the pro-EU perspective and also to help rebalance the right wing extremes of much of the UK national press. If you value what we are doing, you can help us by making a contribution to the cost of our journalism.

  • Become a friend of The New European for a contribution of £48. You will qualify for a mention in our newspaper (should you wish)
  • Become a partner of The New European for a contribution of £240. You will qualify for a mention in our newspaper (should you wish) and receive a New European Branded Pen and Notebook
  • Become a patron of The New European for a contribution of £480. You will qualify for a mention in our newspaper (should you wish) and receive a New European Branded Pen and Notebook and an A3 print of The New European front cover of your choice, signed by Editor Matt Kelly

By proceeding, you agree to the New Europeans supporters club Terms & Conditions which can be found here.



Supporter Options

Mention Me in The New European



If Yes, Name to appear in The New European



Latest Articles

Friday, October 20, 2017

Our editor-at-large on his new party piece: the speech the PM should have made to her party conference

Friday, October 20, 2017

The ‘missing billions’ are a red herring, says ANGELA JAMESON. There are bigger things to worry about

Friday, October 20, 2017

The Leave trajectory has run into the sand, says JANE MERRICK. Now it is not just a ‘no deal’ that is on the cards, it’s a ‘no Brexit’

Friday, October 20, 2017

The comedian, musician and writer on the disgraced Hollywood mogul

Friday, October 20, 2017

STEVE ANGLESEY rounds up the losers and losers (because there are no winners) of another crazy seven days on Planet Brexit

Thursday, October 19, 2017

Theresa May’s refusal to tell a radio phone-in show how she would vote in a new Brexit referendum was a new low for the Maybot. Her interrogator IAIN DALE recalls the moment he put the question to her, and his surprise at her failure to answer it

Thursday, October 19, 2017

RICHARD PORRITT on the week's big talking points

Thursday, October 19, 2017

Why ‘no deal’ doesn’t work as a negotiating tactic, says JONATHAN POWELL – the man who helped negotiate peace in Northern Ireland

Thursday, October 19, 2017

Brexit, and a careless attitude towards British influence in NATO, will consign the country to the margins and weaken the cornerstone of our defence, argues GEORGE ROBERTSON, the former NATO Secretary General

Wednesday, October 18, 2017

New Ukip leader Henry Bolton named the party's new 'shadow cabinet' today - and what a bunch they are

Tuesday, October 17, 2017

Catalonians against self-rule came out in their thousands the weekend before last.

Tuesday, October 17, 2017

It might seem quixotic, at a time when Spain looks like it is falling apart, but could the country’s future lie in a union with neighbour Portugal? DAVID BARKER investigates ‘Iberism’

Tuesday, October 17, 2017

ALEXANDRA HADDOW on the Nordic trendsetters who have style sussed

Tuesday, October 17, 2017

A second referendum that reverses Brexit would have a "positive" and "significant" impact on the UK economy, which is on track to be crippled by its EU divorce, an influential think tank claimed today.

Tuesday, October 17, 2017

Making money is no longer enough for firms, say ANGELA JAMESON

Tuesday, October 17, 2017

The question, in a quiet voice, came from a woman in the audience at the Henley Festival’s Brexit debate, in a quiet voice: “So what do I tell my children now? They planned to live and work for a time in Europe. What now?”

Tuesday, October 17, 2017

Millions of families already struggling with soaring prices could end up being another £500 worse off if Britain crashes out of the European Union without a deal, according to a report.

Monday, October 16, 2017

A day of action across the UK saw thousands of people take to the streets to demand Brexit is stopped.

Friday, October 13, 2017

People have been asking me if I know Simon Brodkin, the character-comedian/prankster who interrupted the Prime Minister’s conference speech to hand her a mock redundancy notice.

Friday, October 13, 2017

Angela Merkel’s power has taken a blow in the wake of the German election. Here Tony Paterson reports from Berlin on the new shape of German politics.

Tuesday, October 10, 2017

Roland Garros had every intention of pursuing a career as a concert pianist. An air show outside Reims during the late summer of 1909 changed all that.

Wednesday, October 11, 2017

The Chancellor has admitted no Brexit deal could leave planes grounded in March 2019.

Tuesday, October 10, 2017

The Catalonian crisis has put Europe, as well as Spain, in jeopardy, says PAUL KNOTT.

Tuesday, October 10, 2017

It’s not a stretch to say that the economics of digital advertising are to blame for disasters like Brexit and Trump.

Tuesday, October 10, 2017

Boris Johnson is desperate to get into Number 10 – but it seems the Prime Minister has other ideas.

Tuesday, October 10, 2017

We’re living in the Age of Cool Dad, with politicians obsessed with burnishing their pop culture credentials, says SAMIRA AHMED.

Monday, October 9, 2017

Theresa May has claimed “the ball is in their court” in a statement to the House of Commons updating MPs on the Brexit negotiations. Brussels, however, disagree.

Monday, October 9, 2017

By attempting to quash the result before it was even known, Madrid has made the case for Catalan independence all but unanswerable.

Monday, October 9, 2017

Lawyers have told the Government that Article 50 is not binding and can be scrapped at any time before the March 2019 deadline, it has been claimed.

Monday, October 9, 2017

The deluded fantasies of Leavers must have been inspired by the big screen says Have I Got News For You writer NATHANIEL TAPLEY. Here, he brings you the most Brexity films of all time.

Monday, October 9, 2017

France might be home of its most famous race, but Italy is the country with cycling in its DNA. To find out why, Patrick Sawer makes a tearful pilgrimage to its shrine to the sport.

Sunday, October 8, 2017

Trieste, the city which has survived centuries of seductive illusions.

Sunday, October 8, 2017

As ambitions go, Lee Humphries’ is an unusual, if lofty, one – to ascend the highest points of 100 different countries. As he crests the halfway mark in his quest, he explains all to Julian Shea.

Friday, October 6, 2017

PETER TRUDGILL traces the clockwork progress of the word ‘orange’ from southern India to northern Europe, and finds the odd detour.

Friday, October 6, 2017

JUSTIN REYNOLDS on the Thomas Mann novel which tried to make sense of the descent of Europe’s most cultured nation into Nazism.

Thursday, October 5, 2017

In the days before Stephen Paddock reignited America’s gun control debate by raining down rapid fire carnage on the Las Vegas strip, a familiar voice was again calling the shots inside Donald Trump’s head.

Friday, October 6, 2017

Ahead of the return to London of arguably his greatest work, Glengarry Glen Ross, Charlie Connelly considers the craft of polymath and playwright David Mamet.

Thursday, October 5, 2017

As with other such tragedies, the Las Vegas massacre quickly brought out the worst of the internet, says JONO READ.

Thursday, October 5, 2017

They have a new leader, but do they have a new purpose? RICHARD PORRITT went behind enemy lines at the UKIP conference and found a party on the brink.

Thursday, October 5, 2017

Spain is facing an existential threat, says JASON WALSH, with the country’s fragile compromise – which has held since the end of Franco’s dictatorship – now in tatters.

Podcast

Trending

Newsletter Sign Up

Sign up to receive our regular email newsletter