A new boycott campaign against the conservative broadcaster and ad exchanges is to unveil how complicated tech systems can keep far-right franchises afloat.
Fox News told
in response to the campaign, “There’s no greater threat to democracy than the effort to silence free speech.”By focusing on ad exchanges, the campaign also takes aim at an ethical grey area. The byzantine process by which ads are placed on website often involves so many steps of algorithmic decision-making that both advertisers and exchanges abdicate responsibility for where the ads end up despite brand safety standards.
The standard playbook for adtech actors, according to Nandini Jammi, the other co-founder behind Check My Ads, is “basically playing roulette with their clients’ brand safety requirements.”Ad exchanges and other middlemen know outsiders can’t make heads or tails of this world either, she went on. “We ultimately want to educate the American public on the entire behind-the-scenes digital advertising supply chain that fuels Fox News’s online operations,” she said.
Traditionally, the line that gets drawn between “okay for advertising” and “absolutely not” is one that’s drawn by the brand that appears onscreen. “Advertisers don’t want their ads running in places that reflect poorly on their brands,” explained Jammi.
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