ON X, FORMERLY TWITTER, PRO-grammatic advertisements for dozens of major brands, governments, educational institutions and nonprofits are being displayed in the feeds directly below viral posts advancing false or egregiously misleading claims about the Israel-Hamas war, a NewsGuard analysis has found. Under the terms of a new advertising revenue sharing program that X introduced for its “creators,” a portion of the advertising income generated by these organizations would apparently be shared with these superspreaders of misinformation.
From November 13 to November 22, 2023, News-Guard analysts reviewed programmatic ads that appeared in the feeds below 30 viral tweets that contained false or egregiously misleading information about the war. Programmatic ads are served via algorithms to target digital ads to online readers. Brands typically do not select where programmatic ads run and indeed are unaware of where their
