1. How did digital ads impact the 2016 election?
Native Advertising
How did digital ads impact the 2016 election?

2. Do Now: Based on the following political cartoon, what should be the job of American media?

3. Media should be Watchdogs
Pew Research Center for People & the Press has consistently found a clear majority reports that the press criticism of political leaders does more good than harm!
68% said that the press criticism of political leaders is worth it because it can prevent potential political corruption
21% believed that it keep political leaders from doing their jobs
Journalists believe that their job are to be social reformers

4. What is this article really about?
In your group’s opinion, does the article change your opinion about the publication? Explain your answer.

5. What is native advertising?
Native Advertising is an Ad Disguise
A form of paid media where the ad follows or blends into the natural form /function of the website
Traditionally known as an advertorial

6. Search Engine Marketing
SEM were the first examples of native advertising

10. Discuss!
Think about how you use the internet. Why do native ads on news websites impact the information that is provided to the viewers?

11. Positives
Native advertising can be seen as less obtrusive to traditional advertising!
Content is aligned with the user’s interests
Transparency in letting the audience know that the content is sponsored
Does not disrupt the user experience

12. Negatives Appear to be propaganda pieces
Native Ads can make it difficult to tell the difference between ads and real news stories
Appear to be propaganda pieces
Confuse the readers to believe that ads are real news stories
Create a disconnect between the publisher and the advertiser

13. Newspapers are relying on these ads

14. Search engines are relying on these ads!

15. Social Media platforms are relying on these ads!

16. How can digital ads create confusion among viewers?
Take a look at the following two digital advertisements! In your groups, try to figure out which one is real and which one is fake!

17. Russia ran ads on Social Media Platforms
Facebook revealed earlier this month that millions of its users saw ads placed by Russia-linked groups designed to stir division in the US before and after the presidential election.

18. Facebook accepted rubles for ads and more!
Facebook received $100,000 worth of revenue from Russian organizations running ads on their platform.
Facebook also recently accepted a $200 million investment from Digital Sky Technologies, a Russian investment group.

19. Facebook collects data on non-users!
Based on the clip, should this be considered unethical or just good business practice? Justify your response.

20. Predict!
Refer to your Washington Post articles. Which group would have been targeted the most by these fake ads? Explain your choice.

21. Conservatives were targeted the most
Russian ads targeted many different groups but heavily targeted Clinton’s campaign!
Digital Ads included images, videos, and text
Linked to content that was usually untrustworthy source material or politically divisive websites
Goal was to confuse and divide the American electorate!

22. Facebook responds
Mark Zuckerberg delivered a response on this crisis from his headquarters in San Francisco.
Read to find out what he had to say!

23. Discuss!
How effective was Zuckerberg’s response regarding the Facebook ad scandal?

24. Summary
To what extent should government intervene to stop fake news from interfering in future elections? Explain your response.