{"id":25930,"date":"2025-01-13T14:05:41","date_gmt":"2025-01-13T14:05:41","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/how-adtech-helped-to-radicalize-the-us\/"},"modified":"2025-01-13T14:05:41","modified_gmt":"2025-01-13T14:05:41","slug":"how-adtech-helped-to-radicalize-the-us","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=25930","title":{"rendered":"How Adtech Helped To Radicalize The US"},"content":{"rendered":"


\n<\/p>\n

This piece appeared in Campaign Magazine UK<\/a> one week after the riot at the Capitol in Washington DC<\/i><\/p>\n

There
\n is nothing ambiguous about the role the marketing and advertising
\nindustry has played in the radicalisation of US politics and the
\nhorrifying events of recent days. There is a clear line connecting
\nadtech and radicalisation.\u00a0<\/p>\n

\n
\n
\n
\n
\n

While it has been widely reported and
\nacknowledged that social media has played a significant role in the
\nschism in US society, there is a deeper, more nuanced truth behind the
\ndeterioration of our politics.\u00a0<\/p>\n

The wedge that has been driven
\ninto the fabric of US society has been driven in part by information
\ngathered about American citizens by the adtech ecosystem and fed into
\nalgorithms that are employed by platforms and online publishers.<\/p>\n

The
\n purpose of these algorithms is primarily to keep visitors \u201cinside the
\ncorral\u201d of the publisher or the platform. The more time a visitor spends
\n in the corral, the more money the platform can realise from selling ad
\nspace.\u00a0<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

To do this, the platforms feed visitors ever more \u201cengaging\u201d content.
\n Experience has taught the algorithms that the more juicy the material,
\nthe more likely they are to retain the visitor.<\/p>\n

Consequently, the
\nalgorithms feed us incrementally more lurid notions of our own
\npredispositions and connect us ever more closely with others who share
\nthem.\u00a0<\/p>\n

<\/p>\n

In May 2020, <\/span>the Wall Street Journal<\/i>\u00a0reported<\/a>
\n that after the presidential election of 2016, a team of Facebook
\nexecutives undertook an internal study to understand how its policies
\nshaped the behaviour of its users.\u00a0<\/span><\/span><\/div>\n

The study concluded
\nthat algorithms they use \u201cto gain user attention and increase time on
\nthe platform\u201d\u00a0were driving people apart.<\/p>\n

According to the report,
\n\u201c64% of all extremist group joins are due to our recommendation tools…
\n Our recommendation systems grow the problem.\u201d\u00a0<\/p>\n

A\u00a0slide from the
\npresentation said: \u201cOur algorithms exploit the human brain\u2019s attraction
\nto divisiveness.\u201d If left unchecked, it warned, Facebook would feed
\nusers\u00a0\u201cmore and more divisive content in an effort to gain user
\nattention and increase time on the platform\u201d.\u00a0<\/p>\n

According to the WSJ\u00a0<\/i>story,\u00a0\u201cFacebook
\n is under fire for making the world more divided. Many of its own
\nexperts appeared to agree \u2013\u00a0and to believe Facebook could mitigate many
\nof the problems. The company chose not to.\u201d\u00a0<\/p>\n

This report revealed
\nthe truth that Facebook and friends are more than a \u201cbulletin board\u201d
\nwhere people express their opinions. It unambiguously describes the way
\nthese platforms actively direct people into extremist groups whose
\npurpose is to divide us.\u00a0<\/p>\n

But there\u2019s more to this story. We need to be honest with ourselves.
\nFor years, we have been hiding behind the skirts of Facebook and other
\nonline platforms.<\/p>\n

While these companies have taken the heat, it
\nhas been largely unrecognised by the public that it is for the sole
\nbenefit of the advertising and marketing industry that Facebook and
\nothers do their squalid work. We are the hidden hand that guides and
\nfinances these dangerous practices.\u00a0<\/p>\n

In light of the murder and
\nmayhem at the Capitol in Washington on 6 January, it has been suggested
\nthat some in the Republican Party need to stop pretending they didn\u2019t
\nunderstand the consequences of standing by quietly while\u00a0dangerous,
\nirresponsible lies were being promulgated by members of their party.<\/p>\n

I
\n would like to suggest that we in the advertising industry are no less
\nguilty of standing by quietly and pretending we don\u2019t understand the
\nconsequences \u2013 in our case, of our dangerous addiction to adtech and the
\n concomitant destruction it engenders.\u00a0<\/p>\n

For years, many of us have
\n described adtech as dangerous. It is now time to upgrade that
\ndescription to disastrous. The leaders of our industry\u00a0\u2013<\/span><\/span> the ANA, the 4As, IAB, and the chief marketing officers of our biggest advertisers\u00a0\u2013<\/span><\/span> must face up to what adtech is doing to our society and act immediately and decisively to reform it.\u00a0<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

This piece appeared in Campaign Magazine UK one week after the riot at the Capitol in Washington DC There is nothing ambiguous about the role the marketing and advertising industry has played in the radicalisation of US politics and the horrifying events of recent days. 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