White Bullet's Q1 2018 report shows a decrease in the number of unique brands advertising on pirate websites. This decrease largely comes from US data. It is likely efforts by ad intermediaries within TAG have assisted in this reduction. TAG is an organisation of brands and ad companies who have pledged to take all reasonable steps to prevent their ads being served to pirate websites.It will be interesting to see if a similar trend happens in Europe once the EU Memorandum of Understanding has come into force.

Interestingly, White Bullet's Q1 data shows there was 43% increase in gambling sector ads. Although gambling brands engaged with White Bullet have drastically reduced their advertising presence on IP infringing websites, new gambling brands have emerged to take their place.This demonstrates that to effectively demonetize pirate websites, ad companies must play a greater role. Whilst brands can effectively reduce inadvertent ad misplacement when given pertinent supply chain information, ad companies and affiliates will simply serve other brands to those vacated inventory slots.Ad exchanges in particular could do much more to address the issue. Ad exchanges appeared in the supply chain of 37% of all ads served to pirate websites in Q1. Smart technology needs to be implemented by exchanges to verify in real-time the risk publishers poses to the reputation of brands. White Bullet is actively looking to integrate its AI-led IPI Index with exchanges as a real-time solution that eliminates brand reputational damage.Only White Bullet has a proven track record in reducing branded advertising presence on pirate websites – contact us now to make use of pre and post-bid ad safety solutions. Contact White Bullet today to ensure you are IP compliant.

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