GOOGLE WILL BEGIN SHOWING ANTI-ISLAMIC STATE ADS TO COUNTER TERRORISM IN NORTH AMERICA
GOOGLE WILL BEGIN SHOWING ANTI-ISLAMIC STATE ADS TO
COUNTER TERRORISM IN NORTH AMERICA
By Lulu Chang — September 8, 2016 7:40 AM
Not all weapons have a trigger, but that doesn’t make
them any less effective. No, we’re not talking about bombs, but rather about
Google’s new strategy to use its highly targeted advertising system in the
battle against the Islamic State (IS). Anthony House, the senior manager for public
policy and communications at Google, revealed plans to show users
anti-radicalization links in response to terrorism-related searches back in
February, and now, the program has grown ever more robust.
For the last year, Jigsaw, a tech incubator and think
tank under Google’s wing, has been hard at work on a program known as the
Redirect Method. Its goal is to combine Google’s search advertising algorithms
and YouTube’s video platform to blast IS recruits with targeted ads,
discouraging them for joining the extremist group.
In essence, ads that link to anti-IS videos are placed in
Google results that Jigsaw believes are often accessed by potential terrorism
recruits. These videos include content like negative experiences from
ex-extremists and imams accusing IS of bastardizing Islam.
Earlier in 2016, Jigsaw ran a pilot program to test the
Redirect Method, and found that of the 300,000 people who ultimately landed on
anti-IS YouTube channels, “Searchers actually clicked on Jigsaw’s three or four
times more often than a typical ad campaign,” as Wired reports. “Those who
clicked spent more than twice as long viewing the most effective playlists than
the best estimates of how long people view YouTube as a whole.”
So now, Jigsaw has plans to test the program again in
North America, and it will target not only potential IS recruits, but white
supremacists as well.
“This came out of an observation that there’s a lot of
online demand for IS material, but there are also a lot of credible organic
voices online debunking their narratives,” Yasmin Green, Jigsaw’s head of
research and development, told Wired. “The Redirect Method is at its heart a
targeted advertising campaign: Let’s take these individuals who are vulnerable
to [this] recruitment messaging and instead show them information that refutes
it.”
Officials are hopeful that this new plan may provide a
clever tool that protects the freedom of the internet while also protecting the
livelihoods of the world’s citizens. “We should get the bad stuff down, but it’s
also extremely important that people are able to find good information, that
when people are feeling isolated, that when they go online, they find a
community of hope, not a community of harm,” said House earlier this year.
The Redirect Method helps to provide a sort of
alternative narrative to those looking for information about extremism. In a
statement, a Google spokesperson further explained, “What was referenced is a
pilot Google AdWords Grants program that’s in the works right now with a handful
of eligible non-profit organizations. The program enables NGOs to place
counter-radicalization ads against search queries of their choosing.”
In addition to the counter-terrorism ads, Google is also
ensuring that its subsidiary YouTube makes anti-extremism videos more
discoverable, further aiding the overall efforts against IS and similar groups.
The move comes in the midst of an ongoing debate about
the role and responsibility that social media groups should accept in
responding to the proliferation of extremism. IS is known for leveraging sites
like Twitter and Facebook for both recruitment and propaganda purposes, and a
recent lawsuit against Twitter suggested that IS has only reached its current
level of influence with the (albeit unintentional) help of social media
platforms.
And while Google ads may not be a comprehensive solution,
it will certainly help when it comes to educating those who might otherwise be
interested in joining ISIS or other extremist groups. “These are people making
decisions based on partial, bad information,” Green said. “We can affect the
problem of foreign fighters joining the Islamic State by arming individuals
with more and better information.”
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