It’s about advertising, fraud and misinformation.
In 2016, the U.S. was victimized by a large disinformation campaign by Russian-based operations across various social networks, including Facebook and Twitter.
But neither the story -- nor other press accounts -- say any discussions are happening with traditional media, like TV networks.
Social media can be a sieve of misinformation for consumers, according to many. That's a problem, considering 70% of consumers get at least a portion of their news information from social-media platforms.
The FBI may not be concerned with issues on traditional media. But the opportunity might be coming. New automated/programmatic advertising platforms can give all kinds of users/buyers easy access.
Good new: Traditional media companies are also moving into the space — slowly. Currently, access to traditional linear TV platforms is where these companies have stricter controls over possible fraud and other issues.
Still, there are ongoing worries about possible manipulation of media.
For example, many have pointed to so-called “deep fake” videos, which morphs video from images of a public personality with fraudulent words/content — all appearing to look like the real thing.
Concerning traditional media, one might carefully analyze new political TV commercial video content.
In 2020, political advertising is projected to hit another record, near $7 billion, according to BIA Advisory Services. Local TV stations are expected to get a 47% share; local digital will see a 21% share; and local ads through pay TV providers (cable, satellite or telco) should see 14%.
More political advertising still goes into TV than digital media. But more scrutiny goes to digital media.
Some of this make sense. Yet, platforms/advertisers should perhaps adhere to one altered media-focused phrase, just in case: Follow the money. Follow the real video impressions.