1

Follow the Money

The quest to reduce IP infringement

October 4, 2013

2

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!

The Problem

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

Campaign 1

Campaign 2

Campaign 3

Legal Contract with insertion

order

Advertising Network or Publisher

The “list”4000+ sites

Audit

Google Transparency

Content Owners

Verification companies

Operationalizing Anti-Piracy 1.0

AdsafeDoubleVerify

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