Product Overview: The Global Disinformation Index (GDI)
Introduction
The Global Disinformation Index (GDI) is a UK-based not-for-profit organization dedicated to combating disinformation by providing a comprehensive and independent assessment of the risk of disinformation across global news publications, websites, and YouTube channels. The GDI’s mission is to restore trust in the media by offering real-time, automated risk ratings and detailed analyses to help advertisers, ad tech companies, and platforms make informed decisions about their online ad placements.
Key Features
Dynamic Exclusion List (DEL)
The core output of the GDI is the Dynamic Exclusion List (DEL), a continuously updated list of global news publications and websites rated high risk for disinformation. This list is generated through a combination of advanced artificial intelligence and thorough manual reviews by trained intelligence analysts. The DEL helps advertisers and ad tech companies avoid placing ads on high-risk sites, thereby reducing the financial incentives for disinformation.
Risk Rating Methodology
The GDI employs a robust methodology to assess disinformation risk, which includes:
- Algorithmic Classification: Machine learning models classify large volumes of content in real-time to identify potential disinformation.
- Manual Review: Higher-quality disinformation outlets are assessed manually by at least two intelligence analysts using a blind review process to ensure neutrality and consistency.
- Content and Operations Pillars: The risk rating is based on 16 indicators grouped into Content and Operations pillars, measuring the quality and reliability of the site’s content and its operational and editorial practices.
Neutrality and Independence
The GDI operates on the principles of neutrality, independence, and transparency. It does not measure partisanship or the political, religious, or ideological orientation of a site. Instead, it focuses on indicators of disinformation risk based on an adversarial narrative framework, ensuring that the ratings are unbiased and fair.
Integration with Ad Tech and Platforms
The GDI’s data is integrated into the broader approaches of digital media and ad tech companies to enhance brand safety and ad placement strategies. This integration allows for real-time risk assessments and automatic exclusion of high-risk sites from ad campaigns, ensuring that advertisers’ brands are protected from association with disinformation.
Media Buying Audits
The GDI provides in-depth Media Buying Audits that analyze a brand’s media buying strategy and assess the level of exposure to disinformation. These audits include metrics, qualitative analysis, and actionable recommendations tailored to the brand’s values and corporate social responsibility goals.
Policy Support and Research
The GDI’s policy team offers data and research to support policymakers, regulatory bodies, and platforms worldwide. This support helps in developing strategies to mitigate disinformation risks and provides metrics on countries and trends over time.
Functionality
- Real-Time Risk Assessments: The GDI provides real-time automated risk ratings, enabling advertisers to steer their ads away from high-risk media sources and reducing the financial incentives for disinformation.
- Global Coverage: The index covers multiple countries and languages, ensuring a comprehensive approach to identifying and mitigating disinformation globally.
- Collaboration with Other Initiatives: The GDI incorporates outputs from fact-checkers, news quality scores, and other credibility indicators to amplify the work of the entire field and stay ahead in the fight against disinformation.
Benefits
The GDI benefits various stakeholders:
- Advertisers: By avoiding high-risk sites, advertisers can protect their brands and ensure their ads are placed on trustworthy platforms.
- Public: The index provides context that can make the public less likely to share high-risk content.
- Policy Makers: The GDI offers metrics and trends that help policymakers develop effective strategies against disinformation.
- Media Companies: The index provides an external benchmark of veracity, reassuring readers and advertisers about the reliability of media outlets.
In summary, the Global Disinformation Index is a critical tool in the fight against disinformation, offering a robust, independent, and transparent way to assess and mitigate the risks associated with disinformation across the global media landscape.