Digital advertising platforms run by Google, Amazon.com Inc. and other tech companies will funnel at least $25 million to websites spreading misinformation about COVID-19 this year, according to a study released Wednesday.
Google’s platforms will provide $19 million, or $3 out of every $4 that the misinformation sites get in ad revenue. OpenX, a smaller digital ad distributor, handles about 10 percent of the money, while Amazon’s technology delivers roughly $1.7 million, or 7 percent, of the digital marketing spending these sites will receive, according to a research group called the Global Disinformation Index.
GDI made the estimates in a study that analyzed ads running between January and June on 480 English-language websites identified as publishers of virus misinformation. Some of the ads were for brands including cosmetics giant L’Oréal SA, furniture website Wayfair Inc. and imaging technology company Canon Inc. The data exclude social media and online video services, so the true total is likely much higher.
Google says the report is flawed. “It neither defines what should be considered disinformation nor are its revenue calculations transparent or realistic,” a Google spokesperson said. “Google has strict publisher policies designed to prevent harmful, dangerous and fraudulent content from monetizing. We also continue to take an aggressive approach to COVID-19 content that makes harmful medical claims contradicting the guidance of global health authorities. We enforce our policies vigorously and blocked ads from serving on five of the articles shared for violating our policies.”
