To be fair they were just playing the game Google asked them to play.
> make sure the fund is actually funding journalism
I don't think you can do that. Journalism is publishing articles, sure, but it's also doing research, arranging interviews, travelling to get documents, it's a lot of street work, and a lot of it needs to be paid up front. How a fund can manage this relationship correctly based on view counts is beyond me.
Let alone.. do we want "clicks" to substitute for editorial process?
The deeply sad part about all of this is News and Broadcast have traditionally had very strong commission based internal sales operations. They have the people to go out, get advertisers, take their money, and then just /inline/ all the advertisements. They spent decades refusing to retrain or retarget this staff for the new market place.
Out of all industries that _didn't_ have to make a deal with Google Ads, it was theirs, and they just completely blew it.