Profile exposes brands with ads on fake news sites

Among the ways to combat fake news is the economic strangulation of its producers and disseminators. On Monday, 18, a Twitter user inaugurated the Sleeping Giants Brazil profile, where he seeks to warn advertisers that their campaigns are giving money to sites that propagate fake news. This is because when buying ads on programmatic media platforms, the brand loses some of the control over where its parts will be served. In the first four days, the Sleeping Giants Brazil page already has more than 90,000 followers. In addition, it managed to take from the sites pointed campaigns of brands such as Dell, PicPay, Banco do Brasil and Loft. The initiative is mirrored in the movement called Sleeping Giants, which was born in the United States four years ago, with the aim of embarrassing brands that advertise on pages and influencers considered intolerant or sexist. According to a report by El Pais Brasil, the moderator of the Sleeping Giants Brazil profile is anonymous, but received permission from the creator of the American page to bring to Brazil the combat model. Celebrities such as Luciano Huck and Felipe Neto have already publicly supported the initiative. After the report was published, a spokesperson for Google Brazil, one of the country's leading programmatic media sales platforms, said it has "policies against misleading content on our platforms and we work to highlight content from trusted sources." He added: "We understand that advertisers may not want their ads tied to certain content, even when they don't violate our policies. Our platforms offer robust controls that allow you to block specific subject categories and websites, and generate real-time reports on where your ads were shown."