Conscious Advertising Network’s Murray: Climate Hoaxes Have Been ‘Supercharged by Algorithms’

MURRAY I think in ░░░░░░░░ of the issues it ░░░░░░░░ really important to look ░░░░░░░░ this and understand the ░░░░░░░░ incentives that are at ░░░░░░░░ here Advertising funds the ░░░░░░░░ When you look at ░░░░░░░░ organization like Facebook you ░░░░░░░░ in 2020 I think ░░░░░░░░ was roughly 98 percent ░░░░░░░░ its revenue came from ░░░░░░░░ Google around the same ░░░░░░░░ about 80 percent So ░░░░░░░░ is an economic model ░░░░░░░░ s based around attention ░░░░░░░░ and opacity and it ░░░░░░░░ paid for by advertisers ░░░░░░░░ simple terms if you ░░░░░░░░ two hours on a ░░░░░░░░ it s less valuable ░░░░░░░░ if you spend four ░░░░░░░░ or six hours on ░░░░░░░░ So the more content ░░░░░░░░ is and the more ░░░░░░░░ that is given to ░░░░░░░░ the more monetizable inventory ░░░░░░░░ is available A recent ░░░░░░░░ that we put out ░░░░░░░░ the beginning of COP ░░░░░░░░ the coalition looked at ░░░░░░░░ weather and extreme content ░░░░░░░░ it found wildfires weaponized ░░░░░░░░ YouTube and X hurricane ░░░░░░░░ on TikTok and fossil ░░░░░░░░ adverts well everywhere The ░░░░░░░░ of this is important ░░░░░░░░ understand as well when ░░░░░░░░ re talking about this ░░░░░░░░ global advertising industry is ░░░░░░░░ to surpass revenues of ░░░░░░░░ trillion in 2025 If ░░░░░░░░ compare that to IMF ░░░░░░░░ looking at global countries ░░░░░░░░ GDP that would place ░░░░░░░░ as the 20th biggest ░░░░░░░░ in terms of revenue ░░░░░░░░ 70 percent of that ░░░░░░░░ is on digital So ░░░░░░░░ would move it down ░░░░░░░░ 23rd but still bigger ░░░░░░░░ economies like Belgium The ░░░░░░░░ incentive here is not ░░░░░░░░ quality it is about ░░░░░░░░ I spoke about opacity ░░░░░░░░ this is a system ░░░░░░░░ lacks transparency Research access ░░░░░░░░ been obstructed sometimes removed ░░░░░░░░ in cases we ve ░░░░░░░░ litigation and research organizations ░░░░░░░░ around the world There ░░░░░░░░ also opacity on algorithms ░░░░░░░░ examples plentiful of where ░░░░░░░░ and falsehoods have been ░░░░░░░░ by algorithms And to ░░░░░░░░ honest advertisers often don ░░░░░░░░ know where that 700 ░░░░░░░░ is going either The ░░░░░░░░ advertising campaign in the ░░░░░░░░ S was found to ░░░░░░░░ on 44 000 different ░░░░░░░░ Impossible to do a ░░░░░░░░ inventory of that And ░░░░░░░░ fraud is estimated to ░░░░░░░░ between any sort of ░░░░░░░░ of 50 billion and ░░░░░░░░ billion which if you ░░░░░░░░ about a 700 billion ░░░░░░░░ is quite sizable.”