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Follow the Money

This initiative addresses the growing problem of online piracy, highlighting how advertising revenue fuels copyright infringement. By operationalizing an anti-piracy framework, we aim to prevent ads from supporting rogue sites that harm client brands and content owners. Our strategy includes maintaining an updated list of infringement sites, establishing legal contracts with publishers, and implementing compliance audits. Since launching, we have withheld up to $12 million in ad revenue from infringing sites. Join us to reduce the impact of piracy on the industry.

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Follow the Money

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  1. Follow the Money The quest to reduce IP infringement October 4, 2013

  2. The Problem • The Ad Industry's Problem: • Our clients ads are supporting online piracy • It is bad for our client’s brands • It is bad for content owners • Its bad for the industry • Confirms “wild west” fears • Advertising Revenue is making the IP infringers stronger!

  3. Follow the Money

  4. What if we could stop the advertising from getting to the rogue sites in the first place?

  5. Operationalizing Anti-Piracy Purpose: • Create an operational framework that is simple and inexpensive to prevent advertising revenue from reaching IP infringement sites Objectives: • Maintain an accurate and up to date list of content theft sites • Legal contract between agency and publishers • Prevent Advertising from reaching rogue sites • Auditing process to check compliance • Clear internal external communications • Evaluate technology partners 5

  6. Operationalizing Anti-Piracy 1.0 Content Owners Google Transparency Verification companies Campaign 1 The “list” 4000+ sites Campaign 2 Legal Contract with insertion order Advertising Network or Publisher Audit Campaign 3 Adsafe DoubleVerify etc

  7. Since the start of the initiative, between $10 and $12 million dollars have been withheld from rogue sites

  8. Anti-Piracy 2.0 • Choose technology partners that can help with: • More robust lists • Lower risks to agencies • Dispute resolution • Roll-out to Europe and ROW • Encourage a wider group of US agencies to participate

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