IAB UK presentation to Garrigues seminar in Madrid on 29 Sept 2015 on UK advertising industry approach to tackling display ad misplacement & infringing copyright.

1. Advertising Misplacement & Infringing Copyright
Nick Stringer – Director of Regulatory Affairs
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2. Minimising Display Advertising Misplacement
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3. The Digital Advertising Landscape
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4. 2005-2011: UK Internet Advertising Sales
House (IASH)
• IASH Code of Practice governed trading for advertising
networks.
• Aim: Provide a clear understanding of the types of inventory that
could or could not be traded.
• 26 businesses involved.
• Participating businesses subject to an audit; compliant
companies awarded a trading seal.
• Advertisers / agencies encouraged to work with accredited
businesses.
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5. Today: Digital Trading Standards Group
(DTSG)
• Structured to provide an industry wide solution inclusive of all
business models.
• Aims to create a level playing field – everyone is accountable.
• Facilitates digital advertising trading.
• Recognises the global level of involvement and scale.
• Maintains principle of IASH – audit, trading seal etc.
• Acts as a platform to tackle infringing copyright.
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6. UK Good Practice Principles to Minimise Advertising
Misplacement
• DTSG Principles build upon the IASH Code, aiming to inject
greater transparency into UK digital display market.
• The Principles aim to give brands more control to ensure that
their advertising reaches the right audience and is not
associated with content that could jeopardize its brand.
• The Principles outline six commitments for those involved in
the buying, selling or facilitating of digital display advertising
aimed at doing this.
• For example: the selection or use of an independently-verified
Content Verification (CV) tool and / or Appropriate /
Inappropriate Schedule to significantly reduce the risk of
display advertising misplacement.

7. 38 advertising businesses currently participating

8. Tackling Infringing Copyright
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9. Background to UK approach: Police IP Crime Unit
(PIPCU)
• IAB UK was approached by rights holder trade bodies regarding advertising
placed alongside sites that they believe infringe copyright. IAB UK could not
develop a blacklist.
• Key concerns:
i. What is IP infringement & what does it look like?
ii. How is IP infringement determined & by who?
iii. How should the ad industry respond, given the complexities of the
market?
• The City of London Police agreed to take evidence from rights holders and to
use different approaches to tackle the operational performance of these sites.
Disrupting advertising revenue is just one of the approaches.

10. How the City of London Police deals with IP crime
1. Evidence of infringement. Rights holders provide evidence packages for each
site submitted to the Police.
2. Determining infringement. Consistent criteria for what type of site constitutes a
breach of copyright was developed based on (a) independent legal analysis, (b)
clear understanding of other types of crime taking place, such as fraud or money
laundering, (c) understanding how the sites operate based on third party analytics.
3. Soft tactics. Restorative justice through contacting site owners and requesting
they resolve infringement.
4. Disruptive tactics. Removing payment enablers (ie credit card companies) and
revenues (making a register of URLs – the Infringing Website List (IWL) -
available to the ad industry).
5. Hard tactics. Working with law enforcement cross-border to take down sites,
blocking domains etc.

11. Where are we today?
• The Infringing Website List (IWL) is a blacklist that the advertising industry can
use to reduce brand advertising on IP infringing sites.
• Brands will request its use (in line with their DTSG trading agreements), making
it a commercial rather than political decision, encouraging wide-market adoption.
• The Police have developed an online portal so that businesses have an up-to-
date list of sites that infringe IP.
• Latest figures - published in August 2015 - demonstrate that since the introduction
of the IWL there has been a 73 per cent reduction in the appearance of
advertising from the UK’s top ad spending companies on copyright infringing
websites.
• Since the UK Gambling Commission joined forces with PIPCU in 2015 to champion
the IWL within their sector was a 36 per cent decrease in gambling ads
appearing on IWL sites between March and June 2015.

13. Thanks!
nick@iabuk.net
@nickstringer
www.iabuk.net
www.jicwebs.org