An announcement later this week will confirm Google as a member of a new
coalition to cut off "pirate" sites from their ad revenue. Following
similar initiatives in the U.S. and UK, a Memorandum of Understanding
between the online advertising industry and the music and movie industries
in Italy will signal a creation of a central body to tackle the piracy
issue.
google-bayThere is a theory in the entertainment industries that if running
torrent, file-sharing or streaming sites makes no commercial sense to their
operators, then they will soon wither and die.
Every week there are often aggressive opinions published on why cutting off
revenue is perhaps the most powerful weapon in the online piracy war. This
crescendo has already grown into notable action in both the United States
and United Kingdom.
Later this week a new initiative will be presented to the public, and the
fact that Google is onboard will no doubt help to promote the completeness
of the effort. Continuing the European effort after the UK, this Thursday
in Rome, Italy, a coalition of key advertising players plus the main
anti-piracy groups of the music and movie industries will announce the
signing of a new Memorandum of Understanding.
The announcement, taking place at the Interactive Advertising Bureau’s IAB
Events 2014 conference, will see the IAB, music industry anti-piracy group
FPM and Fapav (the Italian MPAA) announce a new coalition to deprive
revenue from pirate sites.
Speaking with TorrentFreak, Enzo Mazza, chief at music industry group
Federazione Industria Musicale Italiana (FIMI), explains how the initiative
will work.
“IAB Italia, the local branch of Interactive Advertising Bureau (IAB) has
been very active in discussing with music and movie associations a
self-regulation approach to promote an effective action to prevent
advertisers from posting ads on rogue sites,” Mazza explains.
“IAB already educates marketers, agencies, media companies and the wider
business community about the value of interactive advertising. In our goal
the agreement should promote a cooperation in order to implement effective
measures to prevent ads being placed on rogue sites and to quickly remove
any ads that are found to have been so placed.”
Having Google on board is also a plus, Mazza says.
“Google is already doing a lot of efforts in this area and the company
promoted a strategy so-called ‘follow the money’ which we consider part of
a general strategy based on enforcement on one side, self-regulation and
legal offer on the other side.”
Mazza says that a joint committee compromised of MoU signatories will be
created to oversee the technical implementation of the project, with
consideration given to how similar schemes are operating elsewhere. This
will include the auditing of advertising companies and networks for
compliance with a code of conduct respectful of intellectual property
rights.
On a day-to-day basis the committee will receive complaints from rights
holders detailing the appearance of advertising on “rogue sites” and take
action on these with brokers and the advertisers themselves. Whether they
will be able to cut through the complex and labrynthine mechanisms often
employed by such sites will remain to be seen.
The Memorandum of Understanding has been passed to the Italian competition
authority for approval and while the project is clearly in the early
stages, momentum is clearly there.
torrentfreak.com/google-joins-new-coalition-to-stop-ad-revenue-to-pirate-sites-140609/
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