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re:publica 17 - All Sessions Podcast
Stop Hatevertising? Why it is impossible for brands to stay apolitical.

Stop Hatevertising? Why it is impossible for brands to stay apolitical.

re:publica 17 - All Sessions vor 9 Jahren

Advertising has never been less necessary and at the same time more important than it is today. In a world where organizations diametrically opposed to the open society also fund themselves through established brands’ advertising budgets, it has become im

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Gerald Hensel Programmatic advertising, once the new exciting,
super efficient online advertisinig tool of the day, has become
highly prone to manipulation by populists and even terror
organisations. But this is only the tip of the iceberg. Granular
discussions around populism, social networks, hate speech and so
called Fake News only conceal that advertisers and social networks
have long missed the right moment to take a stand. There still is
no clear vision about how brands should position themselves in a
world in which they cannot control context anymore. Who is
responsible for defining where brands want to be present? Who is
supposed to define whether budgets end up on IS videos or fake
news websites? Google? Facebook? Brands? There is a lot
to talk about. My plea: Let's define it before it is too late.