#advon | Explore Tumblr Posts and Blogs

mostlysignssomeportents · 26 days

Text

Google is (still) losing the spam wars to zombie news-brands

I'm touring my new, nationally bestselling novel The Bezzle! Catch me TONIGHT (May 3) in CALGARY, then TOMORROW (May 4) in VANCOUVER, then onto Tartu, Estonia, and beyond!

Even Google admits – grudgingly – that it is losing the spam wars. The explosive proliferation of botshit has supercharged the sleazy "search engine optimization" business, such that results to common queries are 50% Google ads to spam sites, and 50% links to spam sites that tricked Google into a high rank (without paying for an ad):

https://developers.google.com/search/blog/2024/03/core-update-spam-policies#site-reputation

It's nice that Google has finally stopped gaslighting the rest of us with claims that its search was still the same bedrock utility that so many of us relied upon as a key piece of internet infrastructure. This not only feels wildly wrong, it is empirically, provably false:

https://downloads.webis.de/publications/papers/bevendorff_2024a.pdf

Not only that, but we know why Google search sucks. Memos released as part of the DOJ's antitrust case against Google reveal that the company deliberately chose to worsen search quality to increase the number of queries you'd have to make (and the number of ads you'd have to see) to find a decent result:

https://pluralistic.net/2024/04/24/naming-names/#prabhakar-raghavan

Google's antitrust case turns on the idea that the company bought its way to dominance, spending the some of the billions it extracted from advertisers and publishers to buy the default position on every platform, so that no one ever tried another search engine, which meant that no one would invest in another search engine, either.

Google's tacit defense is that its monopoly billions only incidentally fund these kind of anticompetitive deals. Mostly, Google says, it uses its billions to build the greatest search engine, ad platform, mobile OS, etc that the public could dream of. Only a company as big as Google (says Google) can afford to fund the R&D and security to keep its platform useful for the rest of us.

That's the "monopolistic bargain" – let the monopolist become a dictator, and they will be a benevolent dictator. Shriven of "wasteful competition," the monopolist can split their profits with the public by funding public goods and the public interest.

Google has clearly reneged on that bargain. A company experiencing the dramatic security failures and declining quality should be pouring everything it has to righting the ship. Instead, Google repeatedly blew tens of billions of dollars on stock buybacks while doing mass layoffs:

https://pluralistic.net/2024/02/21/im-feeling-unlucky/#not-up-to-the-task

Those layoffs have now reached the company's "core" teams, even as its core services continue to decay:

https://qz.com/google-is-laying-off-hundreds-as-it-moves-core-jobs-abr-1851449528

(Google's antitrust trial was shrouded in secrecy, thanks to the judge's deference to the company's insistence on confidentiality. The case is moving along though, and warrants your continued attention:)

https://www.thebignewsletter.com/p/the-2-trillion-secret-trial-against

Google wormed its way into so many corners of our lives that its enshittification keeps erupting in odd places, like ordering takeout food:

https://pluralistic.net/2023/02/24/passive-income/#swiss-cheese-security

Back in February, Housefresh – a rigorous review site for home air purifiers – published a viral, damning account of how Google had allowed itself to be overrun by spammers who purport to provide reviews of air purifiers, but who do little to no testing and often employ AI chatbots to write automated garbage:

https://housefresh.com/david-vs-digital-goliaths/

In the months since, Housefresh's Gisele Navarro has continued to fight for the survival of her high-quality air purifier review site, and has received many tips from insiders at the spam-farms and Google, all of which she recounts in a followup essay:

https://housefresh.com/how-google-decimated-housefresh/

One of the worst offenders in spam wars is Dotdash Meredith, a content-farm that "publishes" multiple websites that recycle parts of each others' content in order to climb to the top search slots for lucrative product review spots, which can be monetized via affiliate links.

A Dotdash Meredith insider told Navarro that the company uses a tactic called "keyword swarming" to push high-quality independent sites off the top of Google and replace them with its own garbage reviews. When Dotdash Meredith finds an independent site that occupies the top results for a lucrative Google result, they "swarm a smaller site’s foothold on one or two articles by essentially publishing 10 articles [on the topic] and beefing up [Dotdash Meredith sites’] authority."

Dotdash Meredith has keyword swarmed a large number of topics. from air purifiers to slow cookers to posture correctors for back-pain:

https://housefresh.com/wp-content/uploads/2024/05/keyword-swarming-dotdash.jpg

The company isn't shy about this. Its own shareholder communications boast about it. What's more, it has competition.

Take Forbes, an actual news-site, which has a whole shadow-empire of web-pages reviewing products for puppies, dogs, kittens and cats, all of which link to high affiliate-fee-generating pet insurance products. These reviews are not good, but they are treasured by Google's algorithm, which views them as a part of Forbes's legitimate news-publishing operation and lets them draft on Forbes's authority.

This side-hustle for Forbes comes at a cost for the rest of us, though. The reviewers who actually put in the hard work to figure out which pet products are worth your money (and which ones are bad, defective or dangerous) are crowded off the front page of Google and eventually disappear, leaving behind nothing but semi-automated SEO garbage from Forbes:

https://twitter.com/ichbinGisele/status/1642481590524583936

There's a name for this: "site reputation abuse." That's when a site perverts its current – or past – practice of publishing high-quality materials to trick Google into giving the site a high ranking. Think of how Deadspin's private equity grifter owners turned it into a site full of casino affiliate spam:

https://www.404media.co/who-owns-deadspin-now-lineup-publishing/

The same thing happened to the venerable Money magazine:

https://moneygroup.pr/

Money is one of the many sites whose air purifier reviews Google gives preference to, despite the fact that they do no testing. According to Google, Money is also a reliable source of information on reprogramming your garage-door opener, buying a paint-sprayer, etc:

https://money.com/best-paint-sprayer/

All of this is made ten million times worse by AI, which can spray out superficially plausible botshit in superhuman quantities, letting spammers produce thousands of variations on their shitty reviews, flooding the zone with bullshit in classic Steve Bannon style:

https://escapecollective.com/commerce-content-is-breaking-product-reviews/

As Gizmodo, Sports Illustrated and USA Today have learned the hard way, AI can't write factual news pieces. But it can pump out bullshit written for the express purpose of drafting on the good work human journalists have done and tricking Google – the search engine 90% of us rely on – into upranking bullshit at the expense of high-quality information.

A variety of AI service bureaux have popped up to provide AI botshit as a service to news brands. While Navarro doesn't say so, I'm willing to bet that for news bosses, outsourcing your botshit scams to a third party is considered an excellent way of avoiding your journalists' wrath. The biggest botshit-as-a-service company is ASR Group (which also uses the alias Advon Commerce).

Advon claims that its botshit is, in fact, written by humans. But Advon's employees' Linkedin profiles tell a different story, boasting of their mastery of AI tools in the industrial-scale production of botshit:

https://housefresh.com/wp-content/uploads/2024/05/Advon-AI-LinkedIn.jpg

Now, none of this is particularly sophisticated. It doesn't take much discernment to spot when a site is engaged in "site reputation abuse." Presumably, the 12,000 googlers the company fired last year could have been employed to check the top review keyword results manually every couple of days and permaban any site caught cheating this way.

Instead, Google is has announced a change in policy: starting May 5, the company will downrank any site caught engaged in site reputation abuse. However, the company takes a very narrow view of site reputation abuse, limiting punishments to sites that employ third parties to generate or uprank their botshit. Companies that produce their botshit in-house are seemingly not covered by this policy.

As Navarro writes, some sites – like Forbes – have prepared for May 5 by blocking their botshit sections from Google's crawler. This can't be their permanent strategy, though – either they'll have to kill the section or bring it in-house to comply with Google's rules. Bringing things in house isn't that hard: US News and World Report is advertising for an SEO editor who will publish 70-80 posts per month, doubtless each one a masterpiece of high-quality, carefully researched material of great value to Google's users:

https://twitter.com/dannyashton/status/1777408051357585425

As Navarro points out, Google is palpably reluctant to target the largest, best-funded spammers. Its March 2024 update kicked many garbage AI sites out of the index – but only small bottom-feeders, not large, once-respected publications that have been colonized by private equity spam-farmers.

All of this comes at a price, and it's only incidentally paid by legitimate sites like Housefresh. The real price is borne by all of us, who are funneled by the 90%-market-share search engine into "review" sites that push low quality, high-price products. Housefresh's top budget air purifier costs $79. That's hundreds of dollars cheaper than the "budget" pick at other sites, who largely perform no original research.

Google search has a problem. AI botshit is dominating Google's search results, and it's not just in product reviews. Searches for infrastructure code samples are dominated by botshit code generated by Pulumi AI, whose chatbot hallucinates nonexistence AWS features:

https://www.theregister.com/2024/05/01/pulumi_ai_pollution_of_search/

This is hugely consequential: when these "hallucinations" slip through into production code, they create huge vulnerabilities for widespread malicious exploitation:

https://www.theregister.com/2024/03/28/ai_bots_hallucinate_software_packages/

We've put all our eggs in Google's basket, and Google's dropped the basket – but it doesn't matter because they can spend $20b/year bribing Apple to make sure no one ever tries a rival search engine on Ios or Safari:

https://finance.yahoo.com/news/google-payments-apple-reached-20-220947331.html

Google's response – laying off core developers, outsourcing to low-waged territories with weak labor protections and spending billions on stock buybacks – presents a picture of a company that is too big to care:

https://pluralistic.net/2024/04/04/teach-me-how-to-shruggie/#kagi

Google promised us a quid-pro-quo: let them be the single, authoritative portal ("organize the world’s information and make it universally accessible and useful"), and they will earn that spot by being the best search there is:

https://www.ft.com/content/b9eb3180-2a6e-41eb-91fe-2ab5942d4150

But – like the spammers at the top of its search result pages – Google didn't earn its spot at the center of our digital lives.

It cheated.

If you'd like an essay-formatted version of this post to read or share, here's a link to it on pluralistic.net, my surveillance-free, ad-free, tracker-free blog:

https://pluralistic.net/2024/05/03/keyword-swarming/#site-reputation-abuse

Image: freezelight (modified) https://commons.wikimedia.org/wiki/File:Spam_wall_-_Flickr_-_freezelight.jpg

CC BY-SA 2.0 https://creativecommons.org/licenses/by-sa/2.0/deed.en

852 notes · View notes

mostlysignssomeportents · 20 days

Text

AI is a WMD

I'm in TARTU, ESTONIA! AI, copyright and creative workers' labor rights (TOMORROW, May 10, 8AM: Science Fiction Research Association talk, Institute of Foreign Languages and Cultures building, Lossi 3, lobby). A talk for hackers on seizing the means of computation (TOMORROW, May 10, 3PM, University of Tartu Delta Centre, Narva 18, room 1037).

Fun fact: "The Tragedy Of the Commons" is a hoax created by the white nationalist Garrett Hardin to justify stealing land from colonized people and moving it from collective ownership, "rescuing" it from the inevitable tragedy by putting it in the hands of a private owner, who will care for it properly, thanks to "rational self-interest":

https://pluralistic.net/2023/05/04/analytical-democratic-theory/#epistocratic-delusions

Get that? If control over a key resource is diffused among the people who rely on it, then (Garrett claims) those people will all behave like selfish assholes, overusing and undermaintaining the commons. It's only when we let someone own that commons and charge rent for its use that (Hardin says) we will get sound management.

By that logic, Google should be the internet's most competent and reliable manager. After all, the company used its access to the capital markets to buy control over the internet, spending billions every year to make sure that you never try a search-engine other than its own, thus guaranteeing it a 90% market share:

https://pluralistic.net/2024/02/21/im-feeling-unlucky/#not-up-to-the-task

Google seems to think it's got the problem of deciding what we see on the internet licked. Otherwise, why would the company flush $80b down the toilet with a giant stock-buyback, and then do multiple waves of mass layoffs, from last year's 12,000 person bloodbath to this year's deep cuts to the company's "core teams"?

https://qz.com/google-is-laying-off-hundreds-as-it-moves-core-jobs-abr-1851449528

And yet, Google is overrun with scams and spam, which find their way to the very top of the first page of its search results:

https://pluralistic.net/2023/02/24/passive-income/#swiss-cheese-security

The entire internet is shaped by Google's decisions about what shows up on that first page of listings. When Google decided to prioritize shopping site results over informative discussions and other possible matches, the entire internet shifted its focus to producing affiliate-link-strewn "reviews" that would show up on Google's front door:

https://pluralistic.net/2024/04/24/naming-names/#prabhakar-raghavan

This was catnip to the kind of sociopath who a) owns a hedge-fund and b) hates journalists for being pain-in-the-ass, stick-in-the-mud sticklers for "truth" and "facts" and other impediments to the care and maintenance of a functional reality-distortion field. These dickheads started buying up beloved news sites and converting them to spam-farms, filled with garbage "reviews" and other Google-pleasing, affiliate-fee-generating nonsense.

(These news-sites were vulnerable to acquisition in large part thanks to Google, whose dominance of ad-tech lets it cream 51 cents off every ad dollar and whose mobile OS monopoly lets it steal 30 cents off every in-app subscriber dollar):

https://www.eff.org/deeplinks/2023/04/saving-news-big-tech

Now, the spam on these sites didn't write itself. Much to the chagrin of the tech/finance bros who bought up Sports Illustrated and other venerable news sites, they still needed to pay actual human writers to produce plausible word-salads. This was a waste of money that could be better spent on reverse-engineering Google's ranking algorithm and getting pride-of-place on search results pages:

https://housefresh.com/david-vs-digital-goliaths/

That's where AI comes in. Spicy autocomplete absolutely can't replace journalists. The planet-destroying, next-word-guessing programs from Openai and its competitors are incorrigible liars that require so much "supervision" that they cost more than they save in a newsroom:

https://pluralistic.net/2024/04/29/what-part-of-no/#dont-you-understand

But while a chatbot can't produce truthful and informative articles, it can produce bullshit – at unimaginable scale. Chatbots are the workers that hedge-fund wreckers dream of: tireless, uncomplaining, compliant and obedient producers of nonsense on demand.

That's why the capital class is so insatiably horny for chatbots. Chatbots aren't going to write Hollywood movies, but studio bosses hyperventilated at the prospect of a "writer" that would accept your brilliant idea and diligently turned it into a movie. You prompt an LLM in exactly the same way a studio exec gives writers notes. The difference is that the LLM won't roll its eyes and make sarcastic remarks about your brainwaves like "ET, but starring a dog, with a love plot in the second act and a big car-chase at the end":

https://pluralistic.net/2023/10/01/how-the-writers-guild-sunk-ais-ship/

Similarly, chatbots are a dream come true for a hedge fundie who ends up running a beloved news site, only to have to fight with their own writers to get the profitable nonsense produced at a scale and velocity that will guarantee a high Google ranking and millions in "passive income" from affiliate links.

One of the premier profitable nonsense companies is Advon, which helped usher in an era in which sites from Forbes to Money to USA Today create semi-secret "review" sites that are stuffed full of badly researched top-ten lists for products from air purifiers to cat beds:

https://housefresh.com/how-google-decimated-housefresh/

Advon swears that it only uses living humans to produce nonsense, and not AI. This isn't just wildly implausible, it's also belied by easily uncovered evidence, like its own employees' Linkedin profiles, which boast of using AI to create "content":

https://housefresh.com/wp-content/uploads/2024/05/Advon-AI-LinkedIn.jpg

It's not true. Advon uses AI to produce its nonsense, at scale. In an excellent, deeply reported piece for Futurism, Maggie Harrison Dupré brings proof that Advon replaced its miserable human nonsense-writers with tireless chatbots:

https://futurism.com/advon-ai-content

Dupré describes how Advon's ability to create botshit at scale contributed to the enshittification of clients from Yoga Journal to the LA Times, "Us Weekly" to the Miami Herald.

All of this is very timely, because this is the week that Google finally bestirred itself to commence downranking publishers who engage in "site reputation abuse" – creating these SEO-stuffed fake reviews with the help of third parties like Advon:

https://pluralistic.net/2024/05/03/keyword-swarming/#site-reputation-abuse

(Google's policy only forbids site reputation abuse with the help of third parties; if these publishers take their nonsense production in-house, Google may allow them to continue to dominate its search listings):

https://developers.google.com/search/blog/2024/03/core-update-spam-policies#site-reputation

There's a reason so many people believed Hardin's racist "Tragedy of the Commons" hoax. We have an intuitive understanding that commons are fragile. All it takes is one monster to start shitting in the well where the rest of us get our drinking water and we're all poisoned.

The financial markets love these monsters. Mark Zuckerberg's key insight was that he could make billions by assembling vast dossiers of compromising, sensitive personal information on half the world's population without their consent, but only if he kept his costs down by failing to safeguard that data and the systems for exploiting it. He's like a guy who figures out that if he accumulates enough oily rags, he can extract so much low-grade oil from them that he can grow rich, but only if he doesn't waste money on fire-suppression:

https://locusmag.com/2018/07/cory-doctorow-zucks-empire-of-oily-rags/

Now Zuckerberg and the wealthy, powerful monsters who seized control over our commons are getting a comeuppance. The weak countermeasures they created to maintain the minimum levels of quality to keep their platforms as viable, going concerns are being overwhelmed by AI. This was a totally foreseeable outcome: the history of the internet is a story of bad actors who upended the assumptions built into our security systems by automating their attacks, transforming an assault that wouldn't be economically viable into a global, high-speed crime wave:

https://pluralistic.net/2022/04/24/automation-is-magic/

But it is possible for a community to maintain a commons. This is something Hardin could have discovered by studying actual commons, instead of inventing imaginary histories in which commons turned tragic. As it happens, someone else did exactly that: Nobel Laureate Elinor Ostrom:

https://www.onthecommons.org/magazine/elinor-ostroms-8-principles-managing-commmons/

Ostrom described how commons can be wisely managed, over very long timescales, by communities that self-governed. Part of her work concerns how users of a commons must have the ability to exclude bad actors from their shared resources.

When that breaks down, commons can fail – because there's always someone who thinks it's fine to shit in the well rather than walk 100 yards to the outhouse.

Enshittification is the process by which control over the internet moved from self-governance by members of the commons to acts of wanton destruction committed by despicable, greedy assholes who shit in the well over and over again.

It's not just the spammers who take advantage of Google's lazy incompetence, either. Take "copyleft trolls," who post images using outdated Creative Commons licenses that allow them to terminate the CC license if a user makes minor errors in attributing the images they use:

https://pluralistic.net/2022/01/24/a-bug-in-early-creative-commons-licenses-has-enabled-a-new-breed-of-superpredator/

The first copyleft trolls were individuals, but these days, the racket is dominated by a company called Pixsy, which pretends to be a "rights protection" agency that helps photographers track down copyright infringers. In reality, the company is committed to helping copyleft trolls entrap innocent Creative Commons users into paying hundreds or even thousands of dollars to use images that are licensed for free use. Just as Advon upends the economics of spam and deception through automation, Pixsy has figured out how to send legal threats at scale, robolawyering demand letters that aren't signed by lawyers; the company refuses to say whether any lawyer ever reviews these threats:

https://pluralistic.net/2022/02/13/an-open-letter-to-pixsy-ceo-kain-jones-who-keeps-sending-me-legal-threats/

This is shitting in the well, at scale. It's an online WMD, designed to wipe out the commons. Creative Commons has allowed millions of creators to produce a commons with billions of works in it, and Pixsy exploits a minor error in the early versions of CC licenses to indiscriminately manufacture legal land-mines, wantonly blowing off innocent commons-users' legs and laughing all the way to the bank:

https://pluralistic.net/2023/04/02/commafuckers-versus-the-commons/

We can have an online commons, but only if it's run by and for its users. Google has shown us that any "benevolent dictator" who amasses power in the name of defending the open internet will eventually grow too big to care, and will allow our commons to be demolished by well-shitters:

https://pluralistic.net/2024/04/04/teach-me-how-to-shruggie/#kagi

If you'd like an essay-formatted version of this post to read or share, here's a link to it on pluralistic.net, my surveillance-free, ad-free, tracker-free blog:

https://pluralistic.net/2024/05/09/shitting-in-the-well/#advon

Image: Cryteria (modified) https://commons.wikimedia.org/wiki/File:HAL9000.svg

CC BY 3.0 https://creativecommons.org/licenses/by/3.0/deed.en

Catherine Poh Huay Tan (modified) https://www.flickr.com/photos/68166820@N08/49729911222/

Laia Balagueró (modified) https://www.flickr.com/photos/lbalaguero/6551235503/

CC BY 2.0 https://creativecommons.org/licenses/by/2.0/

309 notes · View notes