Transcript Title here, on two lines if needed

Follow the Money
The quest to reduce IP infringement
October 4, 2013
1
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!
2
Follow
the
Money
3
What if we could stop the
advertising from getting to the
rogue sites in the first place?
4
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
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5
Operationalizing Anti-Piracy 1.0
Verification
companies
Content
Owners
Campaign 1
The “list”
4000+ sites
Campaign 2
Legal
Contract with
insertion order
Google
Transparency
Advertising
Network or
Publisher
Audit
Adsafe
DoubleVerify
etc
Campaign 3
6
Since the start of the initiative, between $10 and $12
million dollars have been withheld from rogue sites
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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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