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Creating A Global Internet
Anti-Piracy Strategy
Gareth Young – Senior Internet Investigator
Covington & Burling LLP
Know Your Issue(s)
2
Goals – The obvious and the not so obvious
3
• Reduce piracy
• Increase your profitability
• Decrease their profitability
• Educate customers
• Improve client relationships
• Protect distributors
• Enhance negotiating position
Anti-Piracy:
One Size Doesn't Fit All
4
• Core – Choose what matters most
• Focus – A few concerted actions have more effect
• Dynamic – Strategy needs to evolve with the threat
• Burst – Planned expansions to the core program
• Experiment – Don’t be afraid to be creative
• Understand – Why are the players playing
• Legal – Escalated actions
The Players
5
• Often more parties than you would think:
o Seller
o Poster
o Distributor
o Site Administrator
o Advertising Networks – often multiple
o Domain Name Registrar
o ISP
o Link Monetisation Sites
o Payment Processors
o Cyberlocker / One Click Host
6
Over 2000
One Click Host /
Monetisation domains
and growing
How To Review your Issue:
Link Sites (…as an example…)
What? Why? How? Issues? Options?
8
Content
Forum /
Blog
Catalogue /
Index
Link Site
Process
9
What Are Link Sites?
• Connect the audience to
content hosted elsewhere
– they do not host the files
themselves
• Diverse range of site layouts
10
Why Do Link Sites Exist?
• Rapid collation and distribution of download links
• Safe downloading – Difficult to monitor downloaders activities
• Easy to administer / Easy to download
• Cheap to run
• Popular! Creatures of habit, returning time and again
• Perceived low risk of enforcement
• High click-through & advertising imprints
11
How Do Link Sites Make Money?
• Pop-ups / Pop-unders
• Banner ads
• Click-throughs
• Donations
• Popularity / visibility / search
ranking
• Affiliate schemes
12
Possible Issues
13
Monitoring Action Enforcement
Hidden / Obscured
content sources.
I.P. address blocking Region Specific Laws
Use of folders and
CAPTCHA
Non compliant choke
points
Resources – legal and
technical
Use of throw-away
blogs and domains
Slow response to
notices – Court orders
possibly required
Law enforcement buy-
in
Security issues, viruses Underlying
infringement removed
before ISP action
Volume of infringing
content
Search engine hacks
What Are Your Options?
• Near instant removals (Search engines, RSS,
Crawlers, Catalogues)
• Search engine de-listing
• Apply pressure to one click hosts
• Disrupt the money
• Make it less fun to run and more like hard work
• Law Enforcement – I.C.E. Referrals
• Work with other content owners
14
Covington & Burling LLP
Gareth Young
Senior Internet Investigator
GYoung@cov.com
+44 (0) 207 067 2102

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Gareth Young - Creating A Global Internet Anti-Piracy Strategy

  • 1. Creating A Global Internet Anti-Piracy Strategy Gareth Young – Senior Internet Investigator Covington & Burling LLP
  • 3. Goals – The obvious and the not so obvious 3 • Reduce piracy • Increase your profitability • Decrease their profitability • Educate customers • Improve client relationships • Protect distributors • Enhance negotiating position
  • 4. Anti-Piracy: One Size Doesn't Fit All 4 • Core – Choose what matters most • Focus – A few concerted actions have more effect • Dynamic – Strategy needs to evolve with the threat • Burst – Planned expansions to the core program • Experiment – Don’t be afraid to be creative • Understand – Why are the players playing • Legal – Escalated actions
  • 5. The Players 5 • Often more parties than you would think: o Seller o Poster o Distributor o Site Administrator o Advertising Networks – often multiple o Domain Name Registrar o ISP o Link Monetisation Sites o Payment Processors o Cyberlocker / One Click Host
  • 6. 6 Over 2000 One Click Host / Monetisation domains and growing
  • 7. How To Review your Issue: Link Sites (…as an example…) What? Why? How? Issues? Options?
  • 9. 9 What Are Link Sites? • Connect the audience to content hosted elsewhere – they do not host the files themselves • Diverse range of site layouts
  • 10. 10
  • 11. Why Do Link Sites Exist? • Rapid collation and distribution of download links • Safe downloading – Difficult to monitor downloaders activities • Easy to administer / Easy to download • Cheap to run • Popular! Creatures of habit, returning time and again • Perceived low risk of enforcement • High click-through & advertising imprints 11
  • 12. How Do Link Sites Make Money? • Pop-ups / Pop-unders • Banner ads • Click-throughs • Donations • Popularity / visibility / search ranking • Affiliate schemes 12
  • 13. Possible Issues 13 Monitoring Action Enforcement Hidden / Obscured content sources. I.P. address blocking Region Specific Laws Use of folders and CAPTCHA Non compliant choke points Resources – legal and technical Use of throw-away blogs and domains Slow response to notices – Court orders possibly required Law enforcement buy- in Security issues, viruses Underlying infringement removed before ISP action Volume of infringing content Search engine hacks
  • 14. What Are Your Options? • Near instant removals (Search engines, RSS, Crawlers, Catalogues) • Search engine de-listing • Apply pressure to one click hosts • Disrupt the money • Make it less fun to run and more like hard work • Law Enforcement – I.C.E. Referrals • Work with other content owners 14
  • 15. Covington & Burling LLP Gareth Young Senior Internet Investigator GYoung@cov.com +44 (0) 207 067 2102