The Dark Side of Obituary Spam: How Ad Companies Profit from Fake Tributes

Understanding the Issue of Fake Obituaries

In recent months, an alarming trend has emerged, impacting thousands of families who have discovered fake obituaries of their loved ones dominating search results on Google. Many of these obituaries appear to be AI-generated and are often aimed at exploiting everyday individuals rather than just celebrities.

New Investigations: The Role of Ad Exchanges

A recent report from the watchdog organization Check My Ads has shed light on the middlemen profiting from this disturbing obituary spam. These middlemen are essentially ad exchanges—companies that link brands seeking to advertise with websites that host these ads.

Case Study: HausaNew.com.ng

One site highlighted in the Check My Ads report is HausaNew.com.ng. This content mill was responsible for producing numerous obituaries and news articles regarding local deaths in various US towns. The site published a notably impersonal obituary of 20-year-old Harrison Sylver, who recently died by suicide. Harrison's mother, Nancy Arnold, reported that she encountered numerous similar websites featuring fake obituaries. Many of these obituaries contained inaccuracies about her son's life, including erroneous details about where he lived, his hobbies, and circumstances surrounding his death.

After extensive reporting, HausaNew.com.ng has now redirected to a homepage focusing on unrelated job listings, rendering any search for Sylver’s obituary fruitless.

Other Sites Contributing to the Problem

Another site identified in the investigation, SarkariExam.com, although it did not specifically cover Sylver’s case, has nevertheless inundated the internet with inaccurately written obituaries about numerous other individuals. This site generates profit by placing ads alongside its content.

The Connection Between Ad Firms and Obituary Spam

Using the self-reported data from the well-known site well-known.dev, Check My Ads analyzed the connections between SarkariExam.com and recognizing ad exchanges. They discovered which advertising firms aired ads on SarkariExam.com, contributing to its profitability. However, it is essential to note that some information may be outdated, raising concerns about accuracy.

Response from Ad Firms

One of the identified ad firms, TripleLift, confirmed to Check My Ads that their clients' ads had indeed appeared on SarkariExam.com. In light of these findings, TripleLift has initiated an internal investigation and intends to revise its terms to explicitly ban AI-generated obituary spam from their platform. Despite generating nearly $100 in revenue for SarkariExam.com over two years, multiple ad firms, such as Teads, did not provide any response to the findings.

The Role of Google in Obituary Spam

Google has expressed intentions to diminish the visibility of obituary spam sites in search results. However, as highlighted by Check My Ads, it's worth noting that Google itself has profited from this troubling trend. The HausaNew.com.ng website, responsible for the inaccurate obituary regarding Sylver, had ads displayed through Google’s services.

In response to inquiries, a Google spokesperson indicated that upon identifying content that breaches their publisher policies, action is taken to remove ads. This enforcement occurs both at the page level and the overarching site level.

Conclusion: A Call for Awareness

The creation and dissemination of fake obituaries is becoming a concerning issue that stretches beyond mere inconvenience, as it profoundly impacts families grieving their loved ones. Stakeholders, including ad firms and search engines like Google, must take frontline measures to combat this phenomenon and protect families from further emotional distress.

For ongoing updates and further discussions on digital content integrity, stay tuned to our blog.