instagram influencers who are faking -- one way they make money, they're posting photos of themselves with a fancy purse. >> a sponsor. a selfie, i have a chanel bag, i've been paid by chanel. >> right. so a bunch of them have been faking sponsored posts in order to convince advertise that's they are -- >> worthy. >> they are faking posts that are fake posts that are meant to look real. six degrees removed from anything that we might describe as authentic. >> it seems like there's so much money sloshing around and so little accountability for it. facebook is the ultimate example. they're unilaterally telling every publisher in america what the numbers are and what's working and no one can peer underneath the hood. >> people have said about advertising forever basically 50% of your money is wasted, and you're never going to know which 50%. >> it's possible it's 100% of your money is wasted. this is one of those things where any time you have a system where it's sort of a purely numerical system you'll find people who will game it and
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