We keep looking at the problems of fake news and crap content — and the advertising that feeds them — through the wrong end of the periscope, staring down into the depths in search of sludge when we could be looking up, gathering quality.
There is a big business opportunity to be had right now in setting definitions and standards for and creating premium networks of quality.
In the last week, the Guardian, ad agency Havas, the UK government, the BBC, and now AT&T pulled their advertising from Google and YouTube, complaining about placement next to garbage: racist, terrorist, fake, and otherwise “inappropriate” and “offensive” content. Google was summoned to meet UK ministers under the threat they’ll exercise their European regulatory reflex.
Google responded quickly, promising to raise its standards regarding “hateful, offensive and derogatory content” and giving advertisers greater control over excluding specific sites.
Well, good. But this seems like a classic case of boiling the (polluted) ocean: taking the entire inventory of ad availabilities and trying to eliminate the bad ones. We’re doing the same thing with fake news: taking the entire corpus of content online and trying to warn people away from the crap.
So now turn this around.
The better, easier opportunity is to create premium networks built on quality: Not “we’ll put your ad anywhere except in that sewer we stumbled over” but instead “we found good sites we guarantee you’ll be proud to advertise on.”
Of course, this is how advertising used to work. Media brands produced quality products and sold ads there. Media departments at ad agencies chose where to put clients’ ads based on a number of factors — reach, demographic target, cost, and quality environment.
The net ruined this lovely, closed system by replacing media scarcity with online abundance. Google made it better — or worse, depending on your end of the periscope — by charging on performance and thus sharing risk with the advertisers and establishing the new metric for value: the click. AppNexus and other programmatic networks made it yet better/worse by creating huge and highly competitive marketplaces for advertising inventory, married with data about individual users, which commoditized media adjacency. Thus the advertiser wants to sell boots to you because you once looked at boots on Amazon and it doesn’t much matter where those boots follow you — even to shite like Breitbart…until Sleeping Giants comes along and shames the brand for being there.
So why not sell quality? Could happen. There are just a few matters standing in the way:
First, advertisers need to value quality. There has been much attention paid to assuring marketers that their ads are visible to the user and that they are clicked on by a human, not a bot. But what about the quality of the environment and its impact on the brand? In our recent research at CUNY’s Tow-Knight Center, we found that brands rub off both ways: users judge both media and brands by the company they keep. This is why it is to the Guardian’s benefit to take a stand against crappy ad adjacencies with Google — because The Guardian sells quality. But will advertisers buy quality?
Second, there’s the question of who defines and determines quality. Over the years, I have seen no end of attempts to automate the answer to this question, whether by determining trust in news or quality in media. Impossible. There is no God signal of trust or virtue. The decision in the end is a human one and human decisions cost money. Besides, there is no one-size-fits-all definition and measurement of quality; that should vary by media brand and advertiser and audience. Still, the responsibility for determining quality has to fall somewhere and this is a hot potato nobody — brands, agencies, networks, platforms — wants because it is an expensive task.
Third, there’s the matter of price. Media companies, ad agencies, and ad networks will need to convince advertisers of the value of quality and the wisdom of paying for it, returning to an ad market built on a new scarcity. With fewer avails in a quality market — plus the cost of monitoring and assuring quality — the price will rise. Will advertisers give a damn if they can still sell stuff on shitty but cheap sites? Will the cost of being humiliated for appearing on Breitbart be worth the premium of avoiding that? On the other hand, will the cost of being boycotted by Breitbart when the advertiser pulls ads there be worth the price? This is a business decision.
I always tell my entrepreneurial students that when they see a problem, they should look for the solution, as an engineer would, or the opportunity, as an entrepreneur would. There are many opportunities here: to create premium networks of quality and trustworthy news and content; to create mechanisms to judge and stand by quality; to audit quality … and, yes, to create quality.
Our opportunity is not so much to kill bad content and bad advertising placements and to teach people to avoid all that bad stuff but to return to the reason we all got into these businesses: to make good stuff.