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.

1. 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.

2. Agenda
Welcome by Agata Nowacka, Public Policy Director, IAB Europe
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
IAB Tuesday Webinar | 2

3. Get to know
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

4. IAB Webinar
Identifying & Tackling Ad-
Supported Online Copyright
Infringement
Trevor Albery
VP, EMEA Strategy & Operations
14 October 2014

5. 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

6. 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

7. Malware/Click Generators
7

8. Malware/Click Generators
8

9. Gambling
9

10. Pornography
10

11. 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

12. 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

13. 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

14. Contact
Trevor Albery
VP EMEA Strategy Operations
Warner Bros
Trevor.Albery@warnerbros.com
IAB Tuesday Webinar | 14

15. 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

16. 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

17. 10 actions in 3 blocks
Better monitoring and
targeting of IP
enforcement policy
5. Assisting SMEs to enforce
their rights: national financed
schemes assisting SMEs
6. Consultation/Green Paper
on Follow the money IP
prevention schemes.
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

18. 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.

19. 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

20. 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

21. EXAMPLES: FASHION/BEAUTY INDUSTRIES
Example LEVIS ad captured at 04.13 UTC
on 4 October on novamov.com
Example NIVEA (Beiersdorf) ad captured
at 21:59 UTC on 14 October on mafia-bb.
com
Example ERMENEGILDO ZEGNA ad captured at
02.51 UTC on 9 October on rnbxclusive.se Example ADIDAS ad
© 2013 whiteBULLET 21
captured at 22.52 UTC on
28 June on freebookspot.es
Example SIMPLE (Unilever) ad captured at 23.49 UTC on 5 July on avaxho.me

22. 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

23. FURTHER INFORMATION:
• http://ec.europa.eu/internal_market/iprenforcement/
action-plan/index_en.htm

24. Contact
Helen Mosback
Legal and Policy Officer
Directorate General for Internal Market
European Commission
helen-louise.mosback@ec.europa.eu
IAB Tuesday Webinar | 24

25. Tackling advertising misplacement
Tackling ad infringing misplacement copyright:
infringing copyright
Pre-IPO Steering Group (7 October) Briefing
The UK Industry Approach
Nick Stringer, Director of Regulatory Affairs, IAB UK – nick@iabuk.net
Alex Stepney, Public Policy Manager, IAB UK – alexandra@iabuk.net

26. Background
to tackling ad misplacement online

27. Advertiser Ad networks
Agency
2005 – 2011: IASH
Publisher
Publisher
Publisher
Travel Retail
Retail Finance

28. Today: Digital Trading Standards Group (DTSG)
Ad exchange
ATDs DSP SSPs
Advertiser/
Agency
Publisher
Ad networks
Travel Retail
Retail Finance

29. 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.

30. 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.

31. Over 40 ad businesses currently participating

32. The UK Police IP Crime Unit
(PIPCU) the Infringing
Website List (IWL)

34. 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.

35. Want to know more?
Factsheet on Copyright -
http://bit.ly/1skoCTy
Factsheet on DTSG -
http://bit.ly/1xtjZGL

36. Contact
Nick Stringer
Director Regulatory
IAB UK
nick@iabuk.net
Alexandra Stepney
Public Policy Manager
IAB UK
alexandra@iabuk.net
IAB Tuesday Webinar | 36

37. Questions Answers

38. Interested in joining IAB Europe network of corporate
members? Please contact:
Townsend Feehan
CEO
feehan@iabeurope.eu
+32 252 65 575
Connect with us !
Thank you!
@IABEurope
IAB Europe
www.iabeurope.eu