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“ Google and Facebook Failed Us ,” read the Atlantic’s headline. If companies like Google and Facebook rely too much on human intervention, they face accusations of bias, and it’s a slippery slope to being considered as media owners rather than the passive platforms they would prefer to be. But, as we keep seeing time and time again—with brand safety, fake news, anti-Semitic ad targeting—relying on algorithms alone is a clearly flawed approach. All this comes as scrutiny already is being poured on digital platforms for making it too easy for Russian-backed entities to spread manipulative information in the buildup to the U.S. presidential election. Facebook yesterday estimated 10 million users saw ads it discovered had been paid for by suspected Russian-backed accounts. The company presented congressional investigators with data on thousands of ads bought by Russian actors before and after the election. Facebook also said it plans to add 1,000 new workers to review ads on the platform. Over at Twitter, one of the focal points as Congress and others focus on Russia’s alleged use of social media to influence the election is the prevalence of bots on the platform , which can be commandeered to disseminate disingenuous information. If you thought the days of Big Tobacco ads on mainstream media were over, think again.
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