At those same moments, another set of advocacy groups was beginning to have conversations about where to go next. Among them was Sleeping Giants, a loose, semi-anonymous online collective that calls itself “a campaign to make bigotry and sexism less profitable.” The group had developed a reputation for taking down powerful targets with a fairly simple tactic: show their advertisers exactly what their ad dollars are supporting and quickly gin up, using social media, public pressure to get them to stop. Starting in 2016, the group had waged successful campaigns against Breitbart News and Bill O’Reilly.