Was there any bigger buzzword and general hot-button issue at the end of 2016 than “Fake News”? Fake news played a key role in the 2016 election as it filled the social media feeds across the political spectrum and subsequently brought the impactful issue to the forefront. Often disguising themselves as legitimate publishing outlets, purveyors of fake news often angle to sway a POV, political or otherwise. However, many operate on a purely economic model: Fake news captures attention and eyeballs, thus generating advertising dollars.
Digital publishers and advertisers are grappling with their civic responsibility and best practices in fighting back in the wake of this controversy. Recently, Marc Pritchard, the Chief Brand Officer of Procter & Gamble Co. called out ad tech companies to clean up the digital space and the Interactive Advertising Bureau (IAB) has also taken recent steps to do their part by creating a Tech Lab to overhaul content taxonomy.