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What is driving proliferation of fake news?

On one hand, we have ad driven systems, like Facebook, Google Twitter ...etc. The ads displayed on those systems are paying for the systems that provide service for the people. In this case, the companies are selling the services, and funding them via the ads. These ads are okay.

On the other hand though, we have ad-driven content. This content is driven by profit directly from the people clicking on those headlines. The catchier the content, the more money they make. [Fake news is driven by the latter]

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