Disinformation and fake news as externalities of digital advertising: a close reading of sociotechnical imaginaries in programmatic advertising

Abstract

Disinformation researchers suggest that the digital advertising market has been used to divert brand budgets to monetise misinformation and fund fake news. Despite mounting evidence from journalists and whistleblowers, it remains unclear why advertisers and marketing academics overlook the harmful effects of online advertising. This study explores the techno-social imaginaries that frame harmful outcomes as externalities unrelated to the market. By analysing how marketing agencies describe programmatic advertising, three imaginaries emerge: (1) an ideological justification, (2) the disassociation of adverts from publishers, and (3) selecting marketers as the sole stakeholders. The sociotechnical imaginaries conceal likely outcomes, including ad fraud, the proliferation of AI-generated synthetic users (social bots), and the monetisation of incendiary content. The article urges digital marketers to establish oversight over advertising technology firms (AdTech).