Google, Microsoft and Yahoo target piracy sites by blocking ad revenue

New 'best practices' outlined by the IAB would block adverts from appearing alongside illegal content

In an effort to impede piracy websites by targeting their finances a consortium of tech companies including Google, Microsoft and Yahoo have created new rules to block advertising appearing alongside illegal content.

 New ‘best practices’ guidelines have been created in a partnership with the Interactive Advertising Bureau (IAB), an  organization responsible for developing industry standards and providing legal support for the online advertising industry.

http://www.2013ippractices.com/bestpracticesguidelinesforadnetworkstoaddresspiracyandcounterfeiting.html

The guidelines seek to address the difficulty ad networks have in in controlling where their advertising appears as well as their inability to “remove websites from the internet”.

 Websites that carried pirated media or that sell counterfeit items will have their advertising removed, “reducing the flow of ad revenue to operators of sites engaged in significant piracy and counterfeiting.”

A new takedown system is also being established, allowing rights holders to request that websites remove content or risk legal action. How exactly such a system would differ from takedowns processed via the current Digital Millennium Copyright Act is as yet unclear.

The White House have officially commended the new initiative, commenting that: “It is critical that such efforts be undertaken in a manner that is consistent with all applicable laws and with the Administration’s broader Internet policy principles emphasizing privacy, free speech, fair process, and competition.”

The move follows recommendations from Google that the industry should “follow the money to fight online piracy”: “Instead of imposing blocks or filters that might damage fundamental freedoms, governments should construct coalitions with reputable advertising networks, payment processors and rightsholders.

In the same blog post Google also reference profit figures from the music industry as an example of the success of digital content. Despite consistently crying foul and claiming piracy is destroying legitimate music sales, the music industry’s overall market value in the UK grew by 2.7% to £155.8m in the beginning of 2012.

However, despite the apparent consensus over the practicality of the new guidelines, many are still unsure how sites will be policed. Dave Jacobs, AOL Networks Senior vice president of publisher sales, described the best practices as “intended to encourage and supplement, not replace responsible and direct independent actions”.

Another worry is that although big advertisers are on board, there are many smaller companies that are less visible, less responsible to public scrutiny and less scrupulous. Such organizations could quickly fill the void left by the larger network if, as some suggest, they aren’t already.

A study by Google examining the advertising models used to support piracy-centred sites found that “86% of advertisements did not display the Ad Choices logo suggesting that the advertisers do not associate themselves with the online advertising self-regulation scheme.” The ‘Ad Choices’ scheme is administered by the IAB.

The upshot of all this seems to be that despite the endorsement of Silicon Valley giants and the White House, the newly proposed guidelines may be less effective than they appear. The disagreement over the source of advertising revenue for piracy sites (is it ‘mainstream’ or not – and how do you define the two?) as well as the lack of changes to the site-takedown system mean the IAB's system is well-intentioned but lacking any clout.

Life and Style
ebookNow available in paperback
ebooks
ebookA delicious collection of 50 meaty main courses
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    SThree: Trainee Recruitment Consultant

    £18000 - £23000 per annum + Uncapped OTE: SThree: Trainee Recruitment Consulta...

    SThree: Trainee Recruitment Consultant

    £18000 - £23000 per annum + Uncapped OTE: SThree: Trainee Recruitment Consulta...

    Recruitment Genius: Network Support Engineer

    £25000 - £30000 per annum: Recruitment Genius: A Network Support Engineer is r...

    Recruitment Genius: Account Director - Tech Startup - Direct Your Own Career Path

    £25000 - £40000 per annum: Recruitment Genius: This is an exciting opportunity...

    Day In a Page

    Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

    Cameron lowered the flag for the dead king of Saudi Arabia...

    But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

    Humanity must be at the heart of politics, says Jeremy Corbyn
    Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

    Joe Biden's 'tease tour'

    Could the US Vice-President be testing the water for a presidential run?
    Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

    Britain's 24-hour culture

    With the 'leisured society' a distant dream we're working longer and less regular hours than ever
    Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

    The addictive nature of Diplomacy

    Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
    Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

    Fashion: Ooh, Lady Chatterley!

    Take inspiration from DH Lawrence's racy tome with equally racy underwear
    8 best children's clocks

    Tick-tock: 8 best children's clocks

    Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
    Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

    Charlie Austin: ‘If the move is not right, I’m not going’

    After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
    Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

    How Isis profits from destruction of antiquities

    Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
    Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

    'If we lose touch we’ll end up with two decades of the Tories'

    In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea
    Tunisia fears its Arab Spring could be reversed as the new regime becomes as intolerant of dissent as its predecessor

    The Arab Spring reversed

    Tunisian protesters fear that a new law will whitewash corrupt businessmen and officials, but they are finding that the new regime is becoming as intolerant of dissent as its predecessor
    King Arthur: Legendary figure was real and lived most of his life in Strathclyde, academic claims

    Academic claims King Arthur was real - and reveals where he lived

    Dr Andrew Breeze says the legendary figure did exist – but was a general, not a king
    Who is Oliver Bonas and how has he captured middle-class hearts?

    Who is Oliver Bonas?

    It's the first high-street store to pay its staff the living wage, and it saw out the recession in style
    Earth has 'lost more than half its trees' since humans first started cutting them down

    Axe-wielding Man fells half the world’s trees – leaving us just 422 each

    However, the number of trees may be eight times higher than previously thought
    60 years of Scalextric: Model cars are now stuffed with as much tech as real ones

    60 years of Scalextric

    Model cars are now stuffed with as much tech as real ones