Developers at Jigsaw, Google's think-tank, are two months into a pilot project called Redirect, which aims to push web users searching for jihadist information toward content designed to counter the slick tools of terrorist recruitment, NBC News reported.
"There are people interested in ISIS' message on one side and there are videos that undermine ISIS' message on the other hand," said Yasmin Green, head of research and development at Jigsaw. "We are using targeted advertising to marry the two."
In traditional targeted advertising, a new mother searching for information on Google about getting a baby to sleep might start seeing ads for blankets and white-noise machines in their feeds.
Through Redirect, someone searching for details about life as an ISIS fighter might be offered links to independently produced videos that detail hardships and dangers instead of the stirring Madison Avenue-style propaganda the terror group puts online.