And it’s AdSense that is incentivizing new clickbait actors on YouTube to post outrageous content and viral misinformation. Its AdSense program fueled the Macedonia- and Kosovo-based farms that targeted American audiences in the lead-up to the 2016 presidential election. They push out Live videos and run Instagram accounts, which they monetize directly or use to drive more traffic to their sites. They’re no longer limited to publishing articles, either. Some are teams of people while others are individuals, abetted by cheap automated tools that help them create and distribute articles at mass scale. ![]() Thousands of clickbait operations have sprung up, primarily in countries where Facebook’s payouts provide a larger and steadier source of income than other forms of available work. MIT Technology Review has found that the problem is now happening on a global scale. “That reckless push for user growth we saw-now we are seeing a reckless push for publisher growth,” says Victoire Rio, a digital rights researcher fighting platform-induced harms in Myanmar and other countries in the Global South. Besides Ad Breaks for videos, there was IGTV Monetization for Instagram and In-Stream Ads for Live videos. ![]() Meanwhile, the company was rolling out more monetization programs to open up new streams of revenue. They claimed that Muslims were armed, that they were gathering in mobs 1,000 strong, that they were around the corner coming to kill you.ĭespite pressure from both internal and external researchers, Facebook struggled to stem the abuse. As police and military began to crack down on the Rohingya and push out anti-Muslim propaganda, fake news articles capitalizing on the sentiment went viral. It was during this rapid degradation of Myanmar’s digital environment that a militant group of Rohingya-a predominantly Muslim ethnic minority-attacked and killed a dozen members of the security forces, in August of 2017. ![]() In a country where Facebook is synonymous with the internet, the low-grade content overwhelmed other information sources. All the engagement had instead gone to fake news and clickbait websites. One year after that rollout, legitimate publishers accounted for only two of the top 10 publishers on Facebook in Myanmar. A year later, Facebook (which recently rebranded to Meta) offered global access to Instant Articles, a program publishers could use to monetize their content. In 2015, six of the 10 websites in Myanmar getting the most engagement on Facebook were from legitimate media, according to data from CrowdTangle, a Facebook-run tool.
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