25 Aug. 2017 | Comments (0)

The Conference Board’s SNCR Fellow Community is exploring how ad-supported media models can enable fake news—and what the marketing community thinks about it.

To start, we are benchmarking marketers’ awareness, attitudes and intended actions as AdTech and “fake news” collide—and we need your help. Please take our brief survey (5-7 minutes long). Your answers are anonymous and will be used in aggregate to inform a larger research project, the results of which we are happy to share with participants.

Take the survey here: http://tcb.qualtrics.com/jfe/form/SV_aauNXO60TOrj045

The project comes as “fake news” is becoming a common part of our vernacular. For the purposes of this project, we are defining “fake news” as content that lacks trusted sources and often uses sensational headlines to encourage the consumption and spread of unverified or false information. It can be left- or right- leaning. Such content typically masquerades as legitimate news reports—and is often supported by ads, sometimes without the knowledge of the advertiser.

A recent blog post by Storyzy, an ad-tech startup that uses AI and natural-language processing to identify fake news sites, claimed that more than 400 brands had their ads on fake news sites in July.  Most of the 400 were unaware of exactly where their ads were running.

We want your perspective. Please take the survey today. It takes only 5-7 minutes to complete:  http://tcb.qualtrics.com/jfe/form/SV_aauNXO60TOrj045

  • About the Author: Jeff Pundyk

    Jeff Pundyk

    Jeff Pundyk, former Senior Vice President, Global Integrated Content Solutions, The Economist, has spent his career at the intersection of content, technology and brand-building. Throughout, he's adop…

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