Newsguard -A groundbreaking study published in the journal Nature by researchers at Stanford and Carnegie Mellon — using NewsGuard data — exposes a multibillion-dollar flaw in online advertising. Thanks to algorithm-powered programmatic advertising that delivers ads without brands knowing where the ads appear, the study found that most prominent brands are inadvertently funding online misinformation. Unlike earlier misinformation research, which has mostly focused on how false content is produced and how it spreads, the Nature study provides a comprehensive analysis of how false claims generate revenues from unknowing brands, how marketers underestimate how dominant the problem has become and how consumers think less of brands supporting misinformation.
· Only 20 percent of top corporate executives said they were aware that their own company’s ads had recently appeared on misinformation websites
· An average of 67 percent — 46 percent to 82 percent — of the 42,595 companies studied spanning a wide range of industries, including household products, technology, finance, health, and education, place ads on misinformation sites.
· Consumers demonstrated a 13 percent decrease in demand for brands when their ads appeared on these websites.
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