Advertisers have a major role on our society.
Internet has a major role on our society.
Advertising has a major role on the Internet
In other words, Advertisers money fuels web sites that have a major role on our Society. We already know the impact on elections, but is it limited to it?
Advertisers to publicly list where they advertise.
In France, to fight hate speech, Senators passed an amendment in mid-December 2019 on a law named “Avia law” requiring brands to know where their online advertising campaigns are running and to keep a public list of those sites.
Programmatic advertising could be impacted.
Discussions were held on how to make online advertising actors, in particular brands and their agencies, responsible for the financing of illegal content. An amendment by MP Eric Bothorel (withdrawn for now), provided for penalty of up to one year’s imprisonment and a fine of up to EUR 250 000 against advertising brands, their agency representatives and advertising service providers if their advertisements are purchased on sites whose hateful nature has been determined as such by a court decision.
According to The Guardian this French law “could be copied across Europe.”
Helping publishers and advertisers.
On Tuesday, December 17th 2019, the French Senate did adopt a modified version of the original bill:
The new text stipulates in particular that “advertisers shall publish online and keep up to date at least monthly the information relating to the places where their advertisements are placed which are communicated to them by sellers of advertising space on the Internet, pursuant to Article 23 of Law No. 93 122 of 29 January 1993″ (known as the Sapin Law, editor’s note).
Using an AI-powered media profiling 3rd party.
To be efficient, media profiles cannot be self-declared by media themselves. The profiling process must be transparent, unbiased, universal and always up-to-date with the current context.
TrustedOut provides those informations on Media, Sources and/or Articles:
1. To the buyers of ad space.
Say ACME wants to run an ad campaign on media covering the Aerospace and Defense Industry in France.
The corpus will look like this:
Profiling, reporting and updating every month those 90 media, 171 sources, 2+k articles a day, can be cumbersome and open to mistakes.
Instead, TrustedOut produces those reports on a media, say here “Lignes de Defense”, showing toxic profiling, such as Hate news, but also Political orientations and the sources qualifying for the campaign.
In this report, and over the past 30 days, the media and all its sources have covered the following classifications:
ACME, the advertiser, combines the white list of its campaign and the reporting desired by the coming laws.
2. To the sellers of ad space.
Lignes de defense can produce a report solely focused on its media with all combined sources, or a report per source.
In addition, Lignes de defense can dig into each article it publishes and view how the article is profiled.
We do encourage to (re)read the 2 posts on article classifications sensing Editorial Orientations
and this one on how classifications evolve over time
- Advertising money plays a role in our society
- Governments will want Advertising money to be publicly showing what type of content it finances
- A 3rd party, unbiased AI-powered profiling resource like TrustedOut is key.