Carlton Doty says, “My colleagues Melissa Parrish, Richard Joyce, Susan Bidel and I spent a lot of time since the US Presidential election researching the effect of the so-called “fake news” epidemic. Why is this so prominent, and why now? The truth is this 2016 election cycle shed an enormous spotlight on a nagging problem for advertisers that existed long before the era of WikiLeaks, PizzaGate, and Breitbart News Network.

Today we revealed a new report that assesses the challenge ahead for advertisers, outlines the risks to brands, and provides a prescription for how to protect the ever-increasing budgets that continue to funnel into programmatic advertising. For the details, read the full report (client access only): Fake News: More Proof That Advertisers Must Choose Quality Over Quantity.

Here’s a quick summary:

* Don’t confuse satire or opinion with fabrication. Understand the difference between what is blatantly fabricated with ill intent vs. satirical (e.g. The Onion) or opinion-based publications. The risk to your brand differs across this spectrum, and so must your mitigation tactics.

* Automation is not your enemy. Marketers continue to embrace programmatic media buying because it is a cost effective way to buy ad space. But relying too heavily on 3rd parties to manage those buys adds brand risk associated with ad-fraud and fake news”.

What Advertisers Must Do Now To Counter The “Fake News” Phenomenon

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