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Firms’ desire for ad revenue tied to inadvertently financing online misinformation outlets

ompanies advertising on misinformation websites can face substantial backlash from consumers. Consumers switched away from companies whose ads appeared on misinformation outlets, reducing the demand for those firms’ products.

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Companies and digital platforms contribute to financially sustaining misinformation outlets via advertising. Despite attempts to reduce misinformation, ads from well-known firms and organizations continue to appear on misinformation websites, thereby financing such outlets. The supply of falsehoods is expected to rise with artificial intelligence making it easier to create large volumes of misinformation to earn ad revenue.

In a study, researchers examined the reasons behind the spread of online falsehoods. Based on their findings, they suggest interventions to reduce the financing of misinformation. Conducted by researchers at Carnegie Mellon University and Stanford University, the study is published in Nature.

“Online misinformation can have significant consequences, including sowing political discord and exacerbating the climate crisis,” notes Ananya Sen, assistant professor of information systems and economics  at Carnegie Mellon’s Heinz College, who coauthored the study. “Our work is a first step toward understanding how to limit the financing of online misinformation via advertising.”

In the study, researchers addressed three issues. First, to evaluate the roles of advertising companies and digital ad platforms in monetizing misinformation, they constructed large-scale data sets, combining data on websites that publish misinformation with ad activity per website from 2019 to 2021. Their data set included nearly 5,000 websites (approximately 1,250 of which were misinformation websites) and more than 42,000 unique advertisers, with more than nine million instances of advertising companies appearing on news websites in the three-year period.

The study found that advertising on misinformation websites is pervasive for companies across several industries and amplified by digital ad platforms that use algorithms to distribute ads across the web. Misinformation websites are primarily monetized vis advertising revenue, with a substantial proportion of companies across several industries appearing on such websites, and the use of digital ad platforms amplifies the financing of misinformation.

Second, to measure consumers’ preferences, researchers conducted an experiment with a sample of the U.S. population by randomly varying the pieces of factual information provided to participants, then measured their reactions.

The study found that companies advertising on misinformation websites can face substantial backlash from consumers. Consumers switched away from companies whose ads appeared on misinformation outlets, reducing the demand for those firms’ products. The switching effect persisted even when consumers were informed about the role played by digital ad platforms in placing companies’ ads on misinformation websites and the role played by other advertising companies in financing misinformation. Consumers also voiced concerns about the practice, signing petitions advocating for firms to stop placing ads on misinformation websites.

Finally, to examine why misinformation continues to be monetized despite the potential for consumer backlash, researchers surveyed corporate decision makers to gauge what they know about misinformation online. While firm leaders said they believed most companies advertised on misinformation websites, they significantly underestimated their own company’s likelihood of doing so, the study found.

This suggests that many corporate leaders are ill informed about this possibility, and that firms may therefore be financing misinformation inadvertently, the authors say. Upon learning that their ads appeared on misinformation outlets, corporate leaders wanted to learn more and expressed interest in identifying platform-based solutions to reduce monetizing information.

Based on these findings, the authors propose two low-cost, scalable interventions to decrease the financing of misinformation:

  • Improving transparency for advertisers about where their ads appear could reduce advertising on misinformation websites, especially among companies that were unaware of their ads appearing on such outlets. Information-based interventions could also be incorporated into existing legislation to improve transparency.
     
  • While consumers can currently find out about ad companies financing misinformation through news and social media, platforms could make it easier for consumers to identify which companies advertise on misinformation outlets, for example, through simple information disclosures and comparative company rankings.


“Our findings have clear, practical implications,” suggests Wajeeha Ahmad, a Ph.D. student in management science and engineering at Stanford University, who led the study. “Given the potential for a substantial decline in consumer demand, ad companies may want to account for consumer preferences in placing their ads across various online outlets and exercise caution when incorporating automation in their business processes via digital ad platforms.”

Since consumer backlash was particularly strong for women and consumers who leaned left politically, companies targeting these audience may want to exercise greater caution.

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Office owners or managers, take note: Increased risk of bullying in open-plan offices

In traditional open-plan offices it is easier to notice colleagues’ shortcomings and become irritated by them. If someone gets frustrated and takes it upon themselves to “do something about” a colleague’s behaviour, and there are no clear guidelines for handling such situations, there is a risk that it may escalate into bullying. Those who are subjected to bullying lack access to a private space for retreat. 

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Open-plan offices entail a clearly increased risk of workplace bullying compared with employees having their own office or sharing with just a few colleagues. This is shown in research from Linköping University, Sweden. 

“Increased bullying is a tangible negative consequence of how you choose to organise the workplace. It’s important to highlight this, as it hasn’t previously been examined,” says Michael Rosander, professor at the Division of Psychology at Linköping University.

Open-plan offices, where many employees share the same space, have become increasingly common. Employers often justify this development as a way to use premises more efficiently and to encourage creative interactions between employees. However, research has shown that open-plan offices do not promote health, job satisfaction or productivity.  

Until now, it has been unclear whether open-plan offices also affect the risk of bullying and employees’ motivation to look for another job. Through surveys of more than 3,300 randomly selected individuals in employment in Sweden, Michael Rosander has now provided an answer. The results are published in the journal Occupational Health Science. 

Thirty per cent of those with some form of office-based work reported that they worked in a traditional open-plan office with no access to private space. Thirteen per cent worked in so-called activity-based offices, where employees spend part of their time in an open-plan environment but also have access to designated rooms for tasks requiring peace and quiet. The remainder had their own office or shared one with only a few colleagues.

For traditional open-plan offices, the survey responses showed a clearly increased risk of bullying compared with those who had their own office or shared an office with only a few colleagues. The difference remained regardless of factors such as personality traits and the extent of remote working. This suggests that the problems are indeed caused by the work environment in the office.  

The researchers’ explanation is that in traditional open-plan offices it is easier to notice colleagues’ shortcomings and become irritated by them. If someone gets frustrated and takes it upon themselves to “do something about” a colleague’s behaviour, and there are no clear guidelines for handling such situations, there is a risk that it may escalate into bullying. Those who are subjected to bullying lack access to a private space for retreat. 

Activity-based open-plan offices, by contrast, showed no increased risk of bullying, likely due to the availability of private spaces. However, in both types of open-plan office, employees were more likely to consider changing jobs. One possible explanation is that activity-based offices also involve more distractions, according to Michael Rosander.

For employers who have introduced, or are planning to introduce, open-plan offices, there are some lessons to be learned. One is to be prepared to deal with irritation and conflicts before they escalate. Another is the importance of providing rooms where employees can work undisturbed. Placing individuals with similar needs and tasks near one another may also reduce the risk of disruption.

“Traditional open-plan offices are in themselves negative for the individual, for productivity, and make people more likely to leave their job. Social interaction also suffers. So it’s worth considering how to handle it,” says Michael Rosander.

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Long-serving CEOs may weaken innovation, study finds

Companies led by long-serving chief executives may become less innovative over time unless challenged by strong independent boards.

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A new study from the University of East London has found that companies led by long-serving chief executives may become less innovative over time unless challenged by strong independent boards.

The research examined 215 FTSE 350 companies over an 11-year period between 2010 and 2021. It explored how CEO tenure and independent directors influence a company’s “R&D knowledge stock”, which is the research, expertise and technological capability built through investment in innovation.

The study published in the journal Corporate Governance found that CEOs who remain in office for many years often become more cautious and less willing to back risky research and development projects. These companies were more likely to reduce investment in innovation and long-term technological growth.

Firms with higher numbers of independent directors were more likely to continue building innovation capacity with experienced CEOs and independent directors forming an effective partnership, to combine deep company knowledge with outside challenge.

However, both experienced CEOs and independent directors become more cautious and less willing to back risky research and development projects when the company fails to meet performance aspirations, suggesting that independent directors do not have stable risk preferences.

The findings suggest that innovation is shaped not only by technology and finance, but also by leadership culture and corporate governance structures.

Author Dr Igbekele Sunday Osinubi, of the Royal Docks School of Business and Law, said: “Long-serving CEOs can bring valuable experience and stability, but there is also a risk that leaders become too cautious or too attached to existing ways of thinking. Our findings show that independent directors play an important role in encouraging companies to continue investing in innovation, especially during difficult periods when firms may otherwise retreat from long-term research and development.”

He added: “This matters beyond individual companies. Innovation drives productivity, competitiveness and economic growth. The study highlights how governance structures can influence whether firms continue building the knowledge and technologies that shape future industries.”

The paper argues that regulators and policymakers should consider governance reforms and incentives that encourage long-term innovation strategies, particularly in firms led by long-serving executives. The findings may also influence how boards think about CEO succession planning, oversight and the balance between short-term financial pressures and long-term investment.

Osinubi’s research, “Long CEO tenure, independent directors and R&D knowledge stock: the moderating effect of performance shortfalls”, was published in the Corporate Governance: The International Journal of Business in Society

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Profit alone is a poor measure of success, study shows companies can look efficient while harming the planet

Firms that appear highly efficient at generating revenue can perform far worse when their environmental footprint are included in the calculation.  

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Companies celebrated for strong financial performance may actually be inefficient once their environmental impact is taken into account, according to new research from the University of Surrey. 

The study, published in the European Journal of Operational Research, shows that firms that appear highly efficient at generating revenue can perform far worse when their environmental footprint are included in the calculation.  

To tackle this problem, researchers developed a new way to measure “sustainable corporate efficiency”, combining traditional financial metrics with environmental data such as energy consumption, carbon emissions and revenues generated from environmentally friendly products and services.  

Dr Menelaos Tasiou, co-author of the study and Senior Lecturer in Finance at the University of Surrey, said: “Businesses have long been judged on how efficiently they turn resources into profit. But if those profits come with large environmental costs, the picture changes completely. What we show is that true efficiency means generating revenue while also reducing the environmental damage caused by production. In other words, profitability alone can mask how wasteful a business really is when environmental costs are considered.  

The research analysed more than 2,800 publicly listed companies across 61 countries between 2010 and 2022, creating one of the largest global datasets measuring how sustainable companies are, when both financial performance and environmental impact are assessed together.  

The team combined company financial records, in alignment with the green economy (defined as a low carbon, resource efficient and socially inclusive economy), with environmental disclosures such as energy use and greenhouse gas emissions. They then applied a machine learning technique known as Convexified Efficiency Analysis Trees (CEAT) to estimate how efficiently companies convert resources into revenue while minimising pollution.  

Unlike older approaches, the method models the reality that production creates both desirable outputs, such as revenue, and undesirable ones, such as emissions. This allows companies to be compared on how well they balance profit with environmental performance.  

The results found a moderate link between financial efficiency and environmental efficiency, meaning many firms that are strong financially are not necessarily good at managing their environmental impact.  

The study also found large differences across industries and countries. Firms operating in sectors with high emissions, such as manufacturing and energy, often lagged behind leaders that were better at reducing carbon intensity while maintaining revenue.  

Dr Tasiou continued: “Measuring efficiency in this broader way can help investors, regulators and policymakers identify companies that are genuinely prepared for a low carbon economy. Stronger management capability plays a key role. Firms with more capable management teams were more likely to balance profitability with environmental responsibility, suggesting that leadership decisions can strongly influence sustainable performance.  

“As governments push towards net zero and investors scrutinise environmental performance more closely, companies that fail to integrate sustainability into their operations risk falling behind.” 

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