Inside an Anonymous Marketing Group’s Efforts to Take Down Breitbart One Ad at a Time

Sleeping Giants aims to curb network's influence

“Brand safety” became the global ad industry’s hottest buzzword in March as a string of major advertisers such as AT&T, Verizon, The Guardian and J&J announced plans to pull all video and text ads from YouTube amid disputes over messaging running alongside videos supporting ISIS and other extremist groups.

In a parallel case of brands scrambling to avoid any potentially controversial content, hundreds of companies have recently stated that they will stop placing ads on Breitbart News Network thanks, in part, to an effort by ad industry veterans working to curb its influence in the months since the election.



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This story first appeared in the March 27, 2017, issue of Adweek magazine. Click here to subscribe.