Funções estruturantes da publicidade plataformizada no ecossistema da desinformação

Abstract

This article examines the role of programmatic advertising infrastructures in shaping the disinformation ecosystem. Using an interdisciplinary approach, the study identifies three central functions of these technologies in the context of disinformation: financing, legitimization, and deception. It demonstrates how such infrastructures enable the monetization of false content, confer symbolic legitimacy on marginal actors, and expand the circulation of fabricated information. The text is structured around four analytical axes: the socio-technical relationship between programmatic advertising and disinformation; the political economy of disinformation; advertising mechanisms of legitimation; and the use of native advertising as a strategy for informational manipulation.