For instance, though a headline like "Red Sox Urged to Risk Passing on Alex Bregman in Favor of 427 Million Superstar" looks ordinary enough--and it seems, at first glance, to come from BBC Sports. But on closer inspection you may be on a knock-off called "BBCSportss," and the copy is lifted from Sports Illustrated. Elsewhere on that site you'll also find stories that aren't stolen directly from another writer, but instead read like a garbled remix of what other sports bloggers have written, and appear to be AI-generated. DoubleVerify, a software platform tracking online ads and media analytics, recently conducted an analysis of a collection of over 200 websites filled with a mixture of seemingly AI-generated content and snippets of news articles cribbed from actual media outlets. According to the analysis, these sites often chose their domain names and designed their websites to mimic those operated by established media brands, including ESPN, NBC, Fox, CBS, and the BBC.

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The backlash that can occur when ads are placed alongside hateful online content is severe enough that some brands are pulling back on online spending and rethinking their digital media strategies. Despite promises that they would do better, platforms like YouTube, Facebook, and others are still struggling with the issue. Brands don't want their ads appearing alongside extremist content and hate speech, but flagging every piece of content that could be considered inappropriate is not an easy task. The challenge has opened the door for a new industry of "authenticators," which use technology to help brands avoid inappropriate content online. Using artificial intelligence and machine learning, these technology providers are usually able to evaluate the quality of an ad impression in real-time and help their brand clients avoid anything that could be considered inappropriate.

The Anti-Defamation League hasn't been shy about its condemnation of Breitbart News, an outlet it calls the "premiere website" for the "loose-knit group of white nationalists and unabashed anti-Semites and racists" it claims constitutes the so-called "alt-right" movement. So it came as a bit of a shock recently when the Jewish rights group discovered that it happened to number among the site's advertisers. The ADL wasn't the only one; As Breitbart chairman Steve Bannon's new White House gig brought renewed media attention to the agitative far-right site's less savory tendencies, Kellogg, Warby Parker, U.S. Bank and several other major brands also found that they had been unwittingly supporting it with their ad dollars. "We regularly work with our media buying partners to ensure our ads do not appear on sites that aren't aligned with our values as a company," a Kellogg spokesperson said at the time. "As you can imagine, there is a very large volume of websites, so occasionally something is inadvertently missed."