Breitbart Losing Advertisers, But Google Sticks With It

Advertisers apparently don't want to be associated with a website like Breitbart, which is described as "the platform for the alt-right." But so far Google doesn't have a problem with it.

Google, through its ad network, is sending hundreds of thousands of dollars to Breitbart by posting banner ads on the site. Many times, advertisers have no idea their message is appearing on a site that lends voice to the alt-right, which is a conservative movement backed by white supremacists.

For one advertiser that did take note and then blacklisted the site, what Breitbart is doing will be even more cause for concern to its counterparts. The website's CEO declared "war" this week on Kellogg's, which announced Tuesday it would prevent its ads from appearing any longer on Breitbart. In response, anyone visiting Breitbart today is met with a takeover ad for the #DumpKelloggs hashtag.

"Join the movement against anti-conservative bigotry," proclaims the message directly from Breitbart, adorned with logos for Pringles, Froot Loops, and Kellogg's other brands. It asks followers to add their name to a petition.

Breitbart had already been losing advertisers when Kellogg's announced Tuesday that it was pulling ads. Now it's getting the brunt of Breitbart's rage. The site is misrepresenting Kellogg's announcement as a "boycott," which it condemns as anti-American even while launching its own boycott in response.

"Boycotting mainstream American ideas is an act of discrimination and intense prejudice," wrote Breitbart. "If you serve Kellogg's products to your family, you are serving up bigotry at your breakfast table."

Not every advertiser is leaving Breitbart. Take Nissan, for example, which Bloombergreports will keep advertising via ad networks despite headlines such as:

"Bill Kristol: Republican Spoiler, Renegade Jew"

"World Health Organization Report: Trannies 49 Xs Higher HIV Rate"

"Birth Control Makes Women Unattractive and Crazy"

"The Solution to Online 'Harassment' Is Simple: Women Should Log Off"

Then there's Google itself, which is supplying banner ads and cash to Breitbart. A competing ad network, AppNexus, removed Breitbart because it said the site violated its policy against hate speech. Breitbart is a huge website, and a large amount of its money likely comes via these ad networks that serve as anonymous intermediaries, pairing available inventory with advertisers. If an advertiser notices that Google has placed its ad on Breitbart, it can then blacklist Breitbart. While they might not have sought to appear on the site, after all, any reader wouldn't know the difference.

Here's how Bloombergreported on Google deciding to keep serving ads via its DoubleClick service for Breitbart:

"Google's DoubleClick service, the leader in digital display advertising, still powers ads on Breitbart's website. That's despite Google rules barring its ads from running next to 'harassing or bullying content' and 'content that incites or advocates for harm against an individual or group.' A spokeswoman for Google declined to comment."

Google also declined to comment when contacted today by The Advocate, saying it doesn't talk about individual publishers. Instead, a spokeswoman pointed to Google's guidelines for content and its policy overview.

The problem started in July when former Breitbart chief Steve Bannon, who is now a top adviser in Donald Trump's administration, toldMother Jones magazine about his website's mission. "We're the platform for the alt-right," he boasted while at the Republican National Convention.

Now more people and advertisers understand what that means.