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iCEE.fest 2017. Andreas Gysler, managing director and co-founder at Zulu5. “Advertising police” can take care of the fake news phenomenon

“Advertising police”, which is tracking advertising and cutting financing sources, can reduce the fake news phenomenon, according to Andreas Gysler, CEO and co-founder at Zulu5, at iCEE.fest.

More specifically, there are methods of monitoring the commercials on millions of websites, and the companies whose commercials end up on those can be alerted for taking them down.

Here are his main statements:


-Zulu5 is a company that tracks millions of websites on the Internet in order to see where its clients’ commercials are displayed. No advertiser wants his commercials to end up on extremist, racist or jihadist websites. Web sites linked to piracy, terrorism, pornography and fake news are also monitored.

-The company tells its clients where their commercials are displayed, and they can take them down. Sometimes companies want to have campaigns on porn websites, but they don’t usually want them on terrorist blogs and fake news websites.

-How do fake news websites make money? Usually by display free content, backed up by commercials. Sometimes they are not noticed, but they do exist. Nobody pays a subscription for fake news, so they try to go as high as possible in Internet searches or virally spread their stories in order to generate advertising revenue.

-The technology of tracking down commercials on millions of websites is basically a bot installed on a server, that mimics a real user in order to see the commercials

-Some fake news websites are known as alternative facts, such as the alt-right movement in the USA. Many are in English. Most fake news websites are in the USA and Russia and have lots of traffic. It is difficult to say who has the universal truth, though.

Daniel Higgson