{"id":1310,"date":"2017-03-27T06:42:14","date_gmt":"2017-03-27T06:42:14","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/inside-an-anonymous-marketing-groups-efforts-to-take-down-breitbart-one-ad-at-a-time\/"},"modified":"2017-12-24T14:44:52","modified_gmt":"2017-12-24T14:44:52","slug":"inside-an-anonymous-marketing-groups-efforts-to-take-down-breitbart-one-ad-at-a-time","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/inside-an-anonymous-marketing-groups-efforts-to-take-down-breitbart-one-ad-at-a-time\/","title":{"rendered":"Inside an Anonymous Marketing Group\u2019s Efforts to Take Down Breitbart One Ad at a Time"},"content":{"rendered":"<p>\u201cBrand safety\u201d became the global ad industry\u2019s hottest buzzword in March as a string of major advertisers such as AT&amp;T, Verizon, The Guardian and J&amp;J announced plans <a href=\"http:\/\/www.adweek.com\/brand-marketing\/att-and-verizon-pull-all-ads-from-youtube-after-extremist-videos-appear-on-the-platform\/\">to pull all video and text ads<\/a> from YouTube amid disputes over messaging running alongside videos supporting ISIS and other extremist groups.<\/p>\n<p>In a parallel case of brands scrambling to avoid any potentially controversial content, hundreds of companies have recently stated that they will stop placing ads on Breitbart News Network thanks, in part, to an effort by ad industry veterans working to curb its influence in the months since the election. These rogue marketers may operate anonymously, but big brands and their media agency partners are listening.<\/p>\n<div class=\"kickout justify-left ko-image-container\">\n<div class=\"ko-image\">The property, founded by former Drudge Report editor Andrew Breitbart 12 years ago, has become all but unavoidable for political observers and advertisers alike, thanks to its steadfast support of Donald Trump\u2019s successful run for president and former Breitbart executive chairman Steve Bannon\u2019s status as his senior advisor.<\/div>\n<\/div>\n<p>\u201cWe hadn\u2019t really heard of Breitbart, so when we went on to see what it was all about, we were pretty shocked,\u201d said a spokesperson for Sleeping Giants, citing such recent headlines as \u201c<a href=\"http:\/\/www.breitbart.com\/milo\/2016\/07\/01\/not-sexism-women-just-suck-interviews\">There\u2019s No Hiring Bias Against Women In Tech, They Just Suck At Interviews<\/a>\u201d and \u201c<a href=\"http:\/\/www.breitbart.com\/big-government\/2015\/06\/17\/gay-rights-have-made-us-dumber-its-time-to-get-back-in-the-closet\/\">Gay Rights Have Made Us Dumber: It\u2019s Time To Get Back In The Closet<\/a>.\u201d The SG group, which consists of a Facebook community page and a series of regional Twitter accounts, started last November in an attempt to counter what its founder called \u201coutright sexism, racism, homophobia and xenophobia \u2026 masquerading as real news\u201d by using social media mentions to discourage individual companies from buying ads on Breitbart.<\/p>\n<p>SG\u2019s inaugural tweet to SoFi in November questioned the loan business\u2019 ties, asking if it was aware it was advertising on Breitbart. \u201c[The CEO] had no idea he was even on the site,\u201d said the spokesperson, \u201cand that\u2019s when we knew this was going to be much bigger than a one-week project.<\/p>\n<div class=\"kickout justify-middle ko-embed-container\"><\/div>\n<p>Two weeks later, Kellogg\u2019s became the largest party to publicly confirm plans to pull all ads from Breitbart. Sleeping Giants\u2019 own public list, which requires \u201csome sort of communication directly from a company itself,\u201d claims that nearly 1,600 brands have since followed suit.<\/p>\n<p>According to the spokesperson, the project has grown from one man with a day job \u201cin marketing\u201d to \u201ca legitimate team\u201d with 100,000 social media followers. The group\u2019s rise mirrors the global conversation about brand safety in a volatile political environment.<\/p>\n<p>\u201cThis phenomenon is only going to increase, because the big thing happening in media is audience-driven planning and buying,\u201d said UM global CEO Daryl Lee, explaining that many ad platforms built to track consumers online are \u201cagnostic about whether they appear on a good site or a neo-Nazi site.\u201d He referenced a recent scandal over a Jaguar ad that ran before a pro-ISIS YouTube video in the U.K., leading to boycotts and a promise from Google chief business officer Philipp Schindler to develop \u201cexpanded safeguards for advertisers.\u201d<\/p>\n<p><a href=\"http:\/\/www.adweek.com\/digital\/inside-an-anonymous-marketing-groups-efforts-to-take-down-breitbart-one-ad-at-a-time\/\">Read The Full Article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cThis phenomenon is only going to increase, because the big thing happening in media is audience-driven planning and buying,\u201d said Daryl Lee<\/p>\n","protected":false},"author":44,"featured_media":1696,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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