Talya O'Shea has done some research, and she's found that African Americans are more likely to see clickbait with the term "arrested" next to it than whites. And what the bias is from, is Google's Algorithm, which the advertising is based on. Leo says that O'Shea wrote a book about it, concluding that Google needs to improve that algorithm to be accurate, because it can cause a lot of harm to people's online reputation.
Steve fears his Android phone has been attacked by a virus. He's suddenly getting something called "AdChoices." Leo says that AdChoices is by The Digital Advertising Alliance, and is a response to Ad Blockers. It lets users fine tune their ad preferences. Steve can go into his browser settings and turn off popups and redirects. Then he can clear out his browser cache.
Steve wants to know if so called clickbait stories are a good way to advertise. Leo says no. In fact, they will do the opposite and give him a bad reputation. People think that clickbait stories are bad advertising and have begun to consider them fake news. It's better to invest in Google Ad Words. There's no better advertising than word of mouth, so he'll want to zealously guard that.
Robert has been using Google Adwords and Facebook Ads to contact his clients and find new customers, but it's a very expensive way to do it for a seasonal business. He wants to choose one or the other. Leo says Facebook ads are the better of the two, but he'll need to use it effectively. Facebook knows more about its members than anyone, but he needs an expert who can make the most of that. He'll have to think about his business in a way that leverages these new tools and there are ways to do it.