Recode Decode: Sleeping Giants founder Matt Rivitz

Ad Mechanics

Matt Rivitz, founder of Sleeping Giants, sheds light on the complexities of programmatic advertising and its unintended consequences. He explains how ads are automatically placed on websites without advertisers' knowledge, leading to their appearance alongside controversial content like that on Breitbart 1. Rivitz, a copywriter by profession, was shocked to discover such placements and began contacting companies to alert them. This initiative led to over 4,000 advertisers withdrawing from Breitbart, highlighting the power of consumer advocacy in holding brands accountable 2.

I couldn't believe they would take those executions, that we'd worked on those ads and sent it off to a place where they could run next to a terrible article like that.

--- Matt Rivitz

His efforts underscore the importance of transparency and responsibility in digital advertising 3.

   

Campaign Success

Sleeping Giants has successfully leveraged social media to challenge advertisers supporting controversial platforms. Rivitz recounts how the campaign against Breitbart gained momentum, leading to significant advertiser withdrawals, including major brands like Kellogg's 4. The movement's success is attributed to its clear messaging and community-driven approach, which empowers individuals to take action. Rivitz collaborated with Nandini Jammi to expand the campaign's reach, further amplifying its impact 5.

When the big brand started coming down from Breitbart, that's when they didn't like it.

--- Matt Rivitz

This grassroots effort demonstrates the potential of collective action in influencing corporate behavior and promoting accountability 6.