“Horner claimed he hated Trump but targeted conservatives with his stories because they were more profitable. He reached wide audiences, often on websites masquerading as more reputable news sources.”
I see this sentiment echoed in other places as well. NY Times, November 2016 article about fake news ‘sausage factories’:
“He set up a website, posted gushing stories about Hillary Clinton and waited for ad sales to soar.
“I don’t know why, but it did not work,” said the student, Beqa Latsabidze, 22, who was savvy enough to change course when he realized what did drive traffic: laudatory stories about Donald J. Trump that mixed real — and completely fake — news in a stew of anti-Clinton fervor.
More than 6,000 miles away in Vancouver, a Canadian who runs a satirical website, John Egan, had made a similar observation. Mr. Egan’s site, The Burrard Street Journal, offers sendups of the news, not fake news, and he is not trying to fool anyone. But he, too, discovered that writing about Mr. Trump was a “gold mine.””
Are there records of ad-buys to go with content and keywords which were pro-Trump and which would be basically agnostic as to the veracity of the actual information contained on the pages where the ads are located? AdSense records?