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THIS ISSUE IS A BIGGIE.
There's a network of alt right sites siphoning off your ad spend. How do they do it? By pretending to be regular websites.
@nandoodles, @thezedwards and I name names in this piece. https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
There's a network of alt right sites siphoning off your ad spend. How do they do it? By pretending to be regular websites.
@nandoodles, @thezedwards and I name names in this piece. https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
Did you block Breitbart? Even if you did - and even if you use an inclusion list, your brand could still be at risk. @Vimeo, @MSNBC, @Upworthy, @NBA, and @MLB are all using the same direct ID as Breitbart. Where is the revenue going??? https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
How is this happening? Some brands probably don't realize that they're financially tied to Breitbart. They might use platforms or consultants and might not understand how account ID's work.
Other's definitely do understand. @thezedwards found them too. https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
Other's definitely do understand. @thezedwards found them too. https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
There’s a whole network of alt-right and tabloid profit-sharing on the backs of our ad budgets and our trusted media sources. Breitbart, Drudge Report, Plymouth Herald, The Mirror... there are many. cc @carolecadwalla https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
How is this even legal? Well, one reason is the technology that our entire tech stack works on is only 3 years old. That doesn't make it ok. This is a global standard, used in international markets. This giant security hole opens markets and mediascapes... https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
...around the world to foreign propaganda, hate groups, money laundering, and, of course, fraud. If trade commissions aren't interested in this vulnerability, national security organizations should be. https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
The kicker? It's out in the open! The only thing is, you have to know what to look for (like @thezedwards) and you have to have the patience of a saint (again, Zach).
This would be a lot easier if the @iab didn't charge 10K for access https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
This would be a lot easier if the @iab didn't charge 10K for access https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
So, what can marketers do? To start, we can block all the direct account ID's associated with Breitbart (we've linked to a list in newsletter).
And, signup for BRANDED. We have more to say. https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
And, signup for BRANDED. We have more to say. https://branded.substack.com/p/so-thats-how-breitbart-is-still-making
Want the technical details? Zach wrote out a technical summary on Medium. Visit his Twitter at @thezedwards for any questions. https://medium.com/@thezedwards/breitbart-com-is-partnering-with-rt-com-other-sites-via-mislabeled-advertising-inventory-6e7e3b5c3318
