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Some key reasons why this model of campaigning is so effective: 1. The automated nature of online advertising means brands are often unaware exactly which websites their ads are appearing on - they often haven't consciously chosen to be on Breitbart, Mail Online etc /1
2. The nature of online advertising also means it's often easy (& cost neutral) for a brand to exclude a toxic website from their online advertising because the ad system can automatically find them an equivalent audience elsewhere. So there's not much to lose in doing so. /2
3. Most (admittedly not all) advertisers really do not want to be visibly aligned with racism, misogyny, anti-LGBT hate & other forms of bigotry - not just for ethical reasons, but also for hard-nosed commercial ones - why would you alienate your customers if you can avoid it? /3
4. While extremist media outlets may be indifferent to public criticism (and may even relish notoriety), the companies that we shop with do care what their customers think. When enough of us speak out, advertisers have a strong commercial incentive to listen & respond. /4
5. The growth of social media means it's also now possible for consumers to organise together, quickly, in large numbers and at very low cost, in a way that would have been inconceivable 20 years ago. This has created "a new balance of power": /5
6. Crucially, the model of online campaigning that @Slpng_Giants have developed, & which #StopFundingHate has also utilised, is something that anyone can easily pick up & apply in their own campaigns - this is "scalable" & it's not going to go away: /6
7. The global far right will typically seek to threaten, abuse, intimidate & silence those who challenge them - but they don't (as yet) have the capacity to threaten everyone who tweets an advertiser about a hateful website. So there's an element of "safety in numbers". /7
