Fake news thrives because online ad providers make it so easy to use their services
Ads that couple crazy headlines with eye-catching pictures fund much of the internet, including fake-news sites. It’s the ad tech providers, not Google or Facebook, that hold the power to remove the financial incentive to peddle lies
It’s never been easier to launch a wildly profitable online media empire. Whether you’re an aspiring mum blogger or political pundit, US$10 gets you a URL and online storage. Fill out a short form and copy and paste some code to get ads on your website. Lure in some readers and you’ll have no trouble making money.
Every 1,000 visitors earns you at least a US dollar or two with traditional banner ads sold through Google – boxes typically pitching products that readers have browsed online. But the same readership generates three times the income through recommended content ads. Usually displayed in a familiar grid, they couple crazy headlines with scintillating pictures – a must-click combination dubbed chum.
Think “Site Reveals an Alarming Amount About Your Past (Photos & More)”, “Atrial Fibrillation Foods You Must Avoid!”, or “19 Bikinis That Aren’t Covering Anything”.
It’s that mix of ads that significantly funds much of the internet, including major media websites. But the advertising technology companies that offer these easy-to-use services impose few regulations, inspiring sites that publish fake news to maximise revenue. They take advantage of a general rule in online publishing: the crazier the story, the greater the interest.
Capitalising on this year’s US presidential election, they post exaggerated political news articles – some with made-up quotes and details – that millions of consumers can’t resist opening.
Al Sharpton ditching the US because of Donald Trump? President Obama banning the national anthem at sporting events? Anything to get more attention on Facebook – and more income through recommended content ads.