AdTechGod Pod Episode 68: News Bias & Free Speech in Ad Tech with Vanessa Otero from Ad Fontes Media

Release Date: March 4, 2025
Host: AdTechGod
Guest: Vanessa Otero, CEO and Founder of Ad Fontes Media

1. Introduction and Guest Background

[00:00 - Skipped Advertisements and Intro]

[01:43] Host Introduction:
AdTechGod welcomes Vanessa Otero, highlighting her role as the CEO and founder of Ad Fontes Media. Vanessa explains that Ad Fontes Media rates news sources based on reliability and political bias, aiding both readers and advertisers in making informed decisions about where to consume and place advertisements.

2. Transition from Law to Ad Tech

[01:29] Host Inquiry:
AdTechGod inquires about Vanessa's journey from being a patent attorney to founding Ad Fontes Media.

[01:43 - 05:04] Vanessa’s Journey:
Vanessa shares her diverse background encompassing sales, law, and a passion for news and politics. Initially practicing patent law, she enjoyed collaborating with inventors and entrepreneurs, which later fueled her entrepreneurial spirit.

Vanessa Otero [03:26]: "I created this media bias chart, which was truly just a hobby... it went viral and just took over my life."

Her foray into media bias began as a hobby during the 2016 election, leading to the creation of a media bias chart that gained significant traction. This project organically evolved into Ad Fontes Media, positioning the company within the ad tech landscape despite an initial lack of direct experience.

3. Evolution into an Ad Tech Company

[05:04 - 05:58] Vanessa Discusses Ad Tech Integration:
Monetizing media bias data necessitated the development of ad tech capabilities. Vanessa admits,

Vanessa Otero [05:04]: "in order to monetize that kind of data, you sort of have to build an ad tech company too. So we're an accidental ad tech company."

She highlights the steep learning curve involved in integrating with major Demand-Side Platforms (DSPs) and likens Ad Fontes Media to journalism outlets that must develop advertising monetization infrastructures alongside their primary content creation.

4. Government Pressure and Free Speech Concerns

[06:33 - 10:05] Host Raises Current Political Pressures:
AdTechGod references Vanessa's recent article with Ad Exchanger, focusing on government officials pressuring advertisers to avoid certain political or conservative outlets, potentially conflicting with First Amendment rights.

[07:11 - 10:05] Vanessa Explains the Dynamics:
Vanessa outlines how figures like Jim Jordan and FCC Commissioner Brendan Carr have scrutinized advertising groups for allegedly avoiding right-leaning news outlets. She clarifies the distinction between government-imposed speech limitations and private companies' rights to moderate content.

Vanessa Otero [07:11]: "Under the First Amendment, private companies are allowed to limit speech... private companies like Facebook and Twitter, they have the right to moderate what's on their platforms to take things down."

She emphasizes that while the government cannot restrict speech, private entities retain the authority to curate content on their platforms, a principle reinforced by Section 230 of the Communications Decency Act.

5. Free Speech vs. Free Press

[10:05 - 12:22] Host Queries on Free Speech and Free Press:
AdTechGod poses a question about differentiating between free speech and free press, especially as platforms like X (formerly Twitter) claim to represent the media.

[10:28 - 12:22] Vanessa Distinguishes the Concepts:
Vanessa breaks down the First Amendment's five specific rights, highlighting the nuanced differences between freedom of speech and freedom of the press. She notes the absence of a clear constitutional definition of "the press" and discusses the evolving landscape where traditional journalists now compete with a plethora of content creators.

Vanessa Otero [11:15]: "Anyone can publish opinion, it's a commodity. Not everybody can do journalism because not everybody can deploy to an extreme weather zone or a war zone or do FOIA requests."

6. Future of News Publishers and Media Fragmentation

[12:22 - 17:24] The Divergent Path of News Publishers:
Vanessa observes that the news media landscape is becoming increasingly fragmented. She attributes this to the rise of partisan media and the ease with which individual content creators can build and monetize audiences through platforms like YouTube and podcasts.

Vanessa Otero [15:43]: "It's like the work that a lot of folks do to bring truth to audiences would be considered the work of the press and protected."

She expresses hope that large news organizations will double down on authentic journalism, leveraging their robust editorial infrastructures to maintain credibility amidst a sea of opinion-driven content.

7. Challenges with Current Advertising Practices

[17:44 - 21:58] Issues with Keyword Blocking:
AdTechGod and Vanessa discuss the prevalent use of keyword blocking in advertising, pointing out its inefficiencies and potential to inadvertently restrict high-quality, reliable content.

Vanessa Otero [21:58]: "If it's not easy to do, we can have been talking about this problem for the last five years."

They critique the reliance on outdated strategies like keyword blocking, advocating for more sophisticated content analysis methods to ensure brand safety without compromising access to valuable advertising inventory.

8. Sentiment Analysis in Advertising

[22:35 - 24:16] Vanessa’s Contrarian View on Sentiment Analysis:
In the final substantive segment, Vanessa challenges the conventional wisdom that sentiment analysis significantly impacts advertising effectiveness. She argues that negative news is essential for informing the public and that advertising around such content can still be effective.

Vanessa Otero [22:53]: "Sentiment analysis doesn't matter very much... News is mostly negative and it's important that it's negative."

She emphasizes that engagement metrics often favor negative content, suggesting that brands should not shy away from associating with serious, albeit negative, news topics.

9. Closing Remarks

[24:16 - 24:36] Final Thoughts:
AdTechGod thanks Vanessa for her insightful perspectives, underscoring the value of her contributions to understanding the interplay between news bias, free speech, and advertising technology.

Key Takeaways

• Ad Fontes Media’s Role: Acts as a bridge between reliable news sources and advertisers, promoting brand safety and supporting high-quality journalism.

• Government and Free Speech: Current political pressures highlight tensions between government actions and private companies' rights to moderate content, raising concerns about First Amendment implications.

• Media Fragmentation: The proliferation of partisan and user-generated content is reshaping the media landscape, challenging traditional news organizations to adapt and maintain journalistic integrity.

• Advertising Practices: Traditional methods like keyword blocking are increasingly seen as inadequate, necessitating advanced content analysis for effective and ethical ad placement.

• Sentiment in Advertising: Contrary to popular belief, negative news content remains vital and can be as effective as positive content for advertising purposes.

Notable Quotes

• Vanessa Otero on Ad Fontes Media Evolution:

  "We're an accidental ad tech company. I mean, three and a half years ago, I didn't know what a DSP was, and now we're integrated in the major ones."
  [05:04]

• On Government Pressure and Free Speech:

  "Under the First Amendment, private companies are allowed to limit speech... private companies like Facebook and Twitter, they have the right to moderate what's on their platforms to take things down."
  [07:11]

• On Sentiment Analysis:

  "Sentiment analysis doesn't matter very much... News is mostly negative and it's important that it's negative."
  [22:53]

Conclusion

This episode of the AdTechGod Pod provides a comprehensive exploration of the complexities surrounding news bias, free speech, and their implications within the advertising technology sector. Vanessa Otero’s insights illuminate the challenges and opportunities faced by media analysts and advertisers striving to maintain integrity and effectiveness in a rapidly evolving digital landscape.

For more in-depth discussions and updates on ad tech innovations, follow AdTechGod on X, Instagram, LinkedIn, and join the ATG Slack community.