Final paragraphs below; also see The future of advertising is ‘fewer, better ads’ (Recode) for an interview with Ian Schafer
"Still, industry watchers remain skeptical about the efficacy of these moves.In Race Against Fake News, Google and Facebook Stroll to the Starting Line - The New York Times
“Nothing drives clicks better than when the headline is exactly what people want to hear or believe,” Ian Schafer, the chief executive and founder of Deep Focus, a digital advertising agency, referring specifically to Google. Mr. Schafer said that without significant changes to the economics and technology of online ads, banning individual sites would not produce change in the long run."
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