How can the digital advertising industry tackle ad-supported intellectual property infringement? IAB Tuesday Webinar 14 October 2014 The webinar will start in a few minutes. It is normal that you do not see the other participants.
IAB Tuesday Webinar: Tackling ad supported intellectual property infringement
Jun 24, 2015
The rise of websites offering intellectual property infringing content has a severe impact on industry in Europe. To tackle the problem, the European Commission has recently issued an Action Plan paving the way towards a “follow the money approach” ie seeking to deprive commercial scale infringers of revenue flows such as digital advertising.
However, tackling ad-supported intellectual property infringement represents several challenges for the digital advertising sector:who should be responsible for identifying infringing content? How do we ensure ads are not served on such websites? What are the responsibilities for the different businesses in the digital advertising chain?
The objective of this free webinar is to provide you with an update on the policy discussion: you’ll hear rights holders’ perspective as well as from the European Commission .It will give you an insight on how the sector is addressing the issue in the biggest European digital advertising market, the UK.
However, tackling ad-supported intellectual property infringement represents several challenges for the digital advertising sector:who should be responsible for identifying infringing content? How do we ensure ads are not served on such websites? What are the responsibilities for the different businesses in the digital advertising chain?
The objective of this free webinar is to provide you with an update on the policy discussion: you’ll hear rights holders’ perspective as well as from the European Commission .It will give you an insight on how the sector is addressing the issue in the biggest European digital advertising market, the UK.
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How can the digital advertising industry tackle ad-supported intellectual property
infringement?
IAB Tuesday Webinar14 October 2014
The webinar will start in a few minutes. It is normal thatyou do not see the other participants.
1. The impact of intellectual property theft on the digital economy and European rights holders - Trevor Albery, Warner Bros
2. Follow the money - the new approach to tackling intellectual property infringement online - Helen Mosback, European Commission
3. An example of national self-regulatory initiative: the UK - Nick Stringer & Alexandra Stepney, IAB UK
4. Questions & answers
Agenda
IAB Tuesday Webinar | 2
Welcome by Agata Nowacka, Public Policy Director, IAB Europe
IAB Europe represents the voice of the industry at both national and European level
27 National Associations with over 125 staff
70 Corporate Members at European level including Media Agencies, Broadcasters, Publishers, Advertisers, Mobile Operators, Service Providers, Social Platforms, Media Owners, Creative Agencies…
More than 5.500 member companies
Get to knowIAB Europe
IAB WebinarIdentifying & Tackling Ad-
Supported Online Copyright
Infringement
Trevor Albery
VP, EMEA Strategy & Operations
14 October 2014
DCA Report
5
• Ad revenues from nearly 600 sites
estimated as $227M pa
• Top 30 rogue sites can earn
~$4.4M pa
• Even small sites can earn
~$100,000 pa
• Profit margins range between 80-
94%
• Low barriers to entry
Well Known Brands on Rogue Sites
• ~75% of top 50 EMEA rogue
sites carry advertising
• Well known brands still a
problem (DCA – 30% of sites)
especially for medium/lower
ranked sites (whiteBullet)
• But during UK trial in Q3 2013
85% ads over 12 weeks were
either:
- shareware/freeware
- malware/click generators
- gambling
- dating/adult
6
Malware/Click Generators
7
Malware/Click Generators
8
Gambling
9
Pornography
10
Australian Research
11
• 99% of adverts on rogue sites
classified as High Risk – malware, sex
industry, gambling & scams
• 46% of adverts on rogue sites =
malware
• 3% of adverts on rogue sites =
unregulated gambling
• 20% of adverts on rogue sites = sex
industry
UK Research
Incopro analysis (top 30 UK rogue sites):
• 90% contained malware and other ‘Potentially Unwanted Programmes’
• 67% contained credit card fraud
ICM research:
• 77% experienced unwanted extras including downloading malware, spyware, other viruses and pop-up ads
• 17% lost personal data or had personal information stolen
• 14% exposed to unwanted or explicit material such as pornography or violence
• 32% downloaded a virus on to their device
12
Summary
� © infringing sites are generating significant illegal revenues from
advertising
� Well known brands are still appearing on © infringing sites
� Well known brands are appearing next to advertising for
gambling & adult services as well as pornography, raising child
safety concerns
� There are significant consumer safety & data protection issues
around malware etc
13
Contact
Trevor AlberyVP EMEA Strategy & Operations Warner [email protected]
IAB Tuesday Webinar | 14
Communication from the Commission
"Towards a renewed consensus on the enforcement of IPR:
An EU Action Plan"
COM(2014) 392 final - 1.7.2014
IAB Europe Webinar
14 October 2014
FOCUS ON COMMERCIAL SCALE IP INFRINGEMENTS
• Improve prevention
• Increase cross-border cooperation between Member States
• Prioritise IP enforcement policy on the basis of objective data
10 actions in 3 blocks
Better monitoring and targeting of IP
enforcement policy
10. Biennial report on the economic impact of EU's IP policy
1. Communication & awareness campaigns
2. Rightholders responsibility & integrity of supply chains
3. Follow the money: involve payment, advertising and shipping industries
4. Assisting SMEs to enforce their rights: low value claims
7. Cooperation between national authorities: IP Enforcement Expert Group
A role for all actors along the IP-value
chain
Public Authorities working together
8. Training programmes
9. Public procurement & IP: guide on best practice
5. Assisting SMEs to enforce their rights: national financed schemes assisting SMEs
6. Consultation/Green Paper on "Follow the money" & IP prevention schemes.
Which are the most relevant actions for the digital advertising industry?
3. Follow the money: stakeholder dialogues
6. Consultation/Green Paper on "Follow the money" & IP infringement prevention schemes.
FOLLOW THE MONEY
• Detection and interruption of commercial scale IP-infringing activities
• Reducing the profits of commercial scale IP infringers
• Involvement of downstream intermediaries
�advertisers, payment service providers, shippers
ACTION 3
• Initiate stakeholder dialogues.
• Facilitate cooperation to reduce incentives of, and prevent, commercial scale IP infringements.
• Now: advertising, payment services
• Later: shippers, other intermediaries?
• Possibly broad consultation: see Action 6
© 2013 whiteBULLET 21
Example LEVIS ad captured at 04.13 UTC
on 4 October on novamov.com
Example ERMENEGILDO ZEGNA ad captured at
02.51 UTC on 9 October on rnbxclusive.se Example ADIDAS ad
captured at 22.52 UTC on
28 June on freebookspot.es
EXAMPLES: FASHION/BEAUTY INDUSTRIES
Example SIMPLE (Unilever) ad captured at 23.49 UTC on 5 July on avaxho.me
Example NIVEA (Beiersdorf) ad captured
at 21:59 UTC on 14 October on mafia-
bb.com
ACTION 6
• Consultation/ Green Paper on "Follow the money" & IP infringement prevention schemes.
Look in detail into upstream and downstream (incl. chargeback schemes) payment channels and consider how intermediaries can assist:
�consumer protection
�disrupting the financial flow
�detecting repeat IP infringers
FURTHER INFORMATION:
• http://ec.europa.eu/internal_market/iprenforcement/action-plan/index_en.htm
Contact
Helen MosbackLegal and Policy OfficerDirectorate General for Internal MarketEuropean [email protected]
IAB Tuesday Webinar | 24
Tackling ad misplacement & infringing copyrightPre-IPO Steering Group (7 October) Briefing
Tackling advertising misplacement
& infringing copyright:
The UK Industry Approach
Nick Stringer, Director of Regulatory Affairs, IAB UK – [email protected]
Alex Stepney, Public Policy Manager, IAB UK – [email protected]
Background
to tackling ad misplacement online
Ad networksAdvertiser
Agency
PublisherPublisher
Publisher
2005 – 2011: IASH
Travel Retail
Retail Finance
DSPATDs SSPs
Advertiser/
Agency
Publisher
Ad networks
Travel Retail
Retail Finance
Ad exchange
Today: Digital Trading Standards Group (DTSG)
DTSG Objectives
1. To provide an industry wide solution inclusive of all business models
(DTSG structured accordingly).
2. To create a level playing field – everyone is accountable.
3. To facilitate digital ad trading.
4. To recognise the global level of involvement and scale.
5. To ensure all IASH businesses (i.e. ad networks and sales houses)
maintain involvement.
6. To tackle infringing copyright.
UK Good Practice Principles published - December 2013
• DTSG Principles outline commitments for those buying, selling and
facilitating display advertising in order to minimise the risk of
misplacement.
• Principles available at: http://bit.ly/1pV7Zsy.
• The Principles commit a Buyer and / or seller to select or use an
independently-accredited Content Verification (CV) tool or an
Appropriate / Inappropriate Schedule.
• Each signatory businesses will have their ad misplacement minimisation
policies independently verified by a credible auditor.
• Over 40 businesses currently participating – half of which have been
independently verified to date.
Over 40 ad businesses currently participating
The UK Police IP Crime Unit
(PIPCU) & the Infringing
Website List (IWL)
How PIPCU deals with IP crime
Evidence of infringement. Rights holders provide evidence packages for each site
submitted to the Police.
Determining infringement. Consistent criteria for what type of site constitutes a
breach of copyright.
Soft tactics. Restorative justice through contacting site owners and requesting
they resolve infringement.
Disruptive tactics. Removing payment enablers (i.e. credit card companies) and
revenues (making a register of URLs available to the ad industry). This is the IWL.
Hard tactics. Working with law enforcement cross-border, to take down sites.
Want to know more?
Factsheet on Copyright -
http://bit.ly/1skoCTy
Factsheet on DTSG -
http://bit.ly/1xtjZGL
Contact
Nick StringerDirector RegulatoryIAB [email protected]
Alexandra StepneyPublic Policy ManagerIAB [email protected]
IAB Tuesday Webinar | 36
Questions & Answers
Interested in joining IAB Europe network of corporate members? Please contact:
Townsend [email protected]+32 252 65 575
Connect with us !
Thank you!
www.iabeurope.eu
IAB Europe
@IABEurope
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