A recent analysis by misinformation watchdog group NewsGuard has revealed that advertising from more than 140 major global brands is inadvertently supporting unreliable artificial intelligence-generated news and information websites (UAINs). These ads are often placed on these sites through automated systems, primarily through Google.
The report did not disclose the names of the brands involved, as they were unaware that their advertisements were appearing on these unreliable AI-driven sites. However, it noted that the brands included major banks, financial services firms, luxury department stores, sports apparel brands, appliance manufacturers, consumer technology companies, e-commerce companies, broadband providers, streaming services, a Silicon Valley digital platform, and a major European supermarket chain.
NewsGuard pointed out that while advertisers typically maintain exclusion lists of brand-unsafe websites, these lists often lag behind the proliferation of UAINs. Many UAIN sites are primarily funded through programmatic advertising, and their high volume of articles provides ample space for ad placement. This, in turn, fuels the creation of low-quality AI-generated sites with little to no editorial oversight. For example, one site produces over 1,200 articles per day on average.
Experts suggest that for brands engaged in programmatic advertising, it is difficult to completely avoid appearing on unsavory websites. Programmatic ads are often bundled together, and if a brand wants to advertise on a reputable site, it may also appear on other sites within the same batch. However, brands that prioritize advertising-driven engagements and employ programmatic ad buying in a controlled and monitored manner can filter out unreliable news sites by constantly updating and refining their cleared and exclude lists.
It is crucial for the advertising industry to remain vigilant in training these lists and staying ahead of fraudsters and bad actors who often outpace industry efforts and technological capabilities.
