While the concept of “fake news” has taken over mainstream and social media, Forrester’s Melissa Parrish believes the first step to addressing fake news is to understand where it comes from and eliminate its source of funding: advertising.

Melissa explains that marketers need to be more closely involved in their ad-buying strategies and not rely on automation or third parties — something brands like Allstate, Kellogg’s, and Warby Parker have fallen victim to. She also covers how marketers can identify fake news versus satirical websites, what’s being done to counteract the spread of fake news now, and what marketers can and should do to protect their brand and ad-spend budget from the fake news trend.

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