The Federal Trade Commission pressured three advertising firms into settlements that will likely result in more ad spending on conservative media platforms.
The FTC and eight US states filed a lawsuit against ad firms Dentsu, Publicis, and WPP yesterday, and simultaneously announced settlements with all three companies. The complaint alleges a conspiracy of “various interested parties to demonetize disfavored conservative news and opinion sites by denying them digital advertising revenue.” The FTC filed suit in US District Court for the Northern District of Texas, which happens to be Elon Musk’s preferred judicial venue.
In a press release, the FTC claimed that starting in 2018, the three firms “unlawfully colluded to impose common ‘brand safety’ standards across the digital advertising industry… The ad agencies, together with their primary competitors Omnicom and Interpublic Group, operated through trade associations to establish a common ‘Brand Safety Floor’ to target ‘misinformation.'” The FTC also said that “firms like NewsGuard and the Global Disinformation Index used this misinformation designation as a means to promote the demonetization of disfavored political viewpoints.”
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This articles is written by : Nermeen Nabil Khear Abdelmalak
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