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This screen shot shows the home page for the website seventorrents.org, featuring a banner ad for shipping company DHL. Movie and music piracy thrives online in part because crafty website operators are siphoning advertising dollars from major companies. That’s the conclusion of several recent reports that shed light on Internet piracy’s funding sources. (AP Photo)
Web pirates reap legitimate ad dollars
Deception » Online piracy draws advertising revenue from unsuspecting major sources.
First Published Jun 07 2014 06:37 pm • Last Updated Jun 07 2014 08:26 pm

Los Angeles » Movie and music piracy thrives online in part because crafty website operators receive advertising dollars from major companies like Comcast, Ford and McDonald’s.

That’s the conclusion of several recent reports that shed light on Internet piracy’s funding sources.

At a glance

Go online for more information

» Good Money Gone Bad: http://bit.ly/1k2qyZD

» DoubleVerify Fraud Lab Report: http://bit.ly/1sEM4sw

» Google Transparency Report: http://bit.ly/1k2qeKl

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Content thieves attract visitors with the promise of free downloads and streams of the latest hit movies, TV shows and songs. Then they profit by pulling in advertising from around the Internet, often concealing their illicit activities so advertising brands remain unaware.

Pirate websites run ads that are sometimes covered up by other graphics. They automatically launch legitimate-looking websites as pop-up windows that advertisers don’t realize are associated with piracy.

At the end of the day, the pirate website operators still receive a check for serving up a number of views and clicks.

The illicit activity is estimated to generate millions of dollars annually. That’s only a small portion of the roughly $40 billion of online ad spending every year. Yet it is helping to feed the creation of millions of copyright-infringing websites that provide stolen content to a growing global audience.

"(Companies) placed their ads on the assumption that they were going to be on high-quality sites and they’re not," said Mark Berns, vice president of MediaLink LLC, a consulting firm that produced a study looking into the practice called "Good Money Gone Bad."

The study, commissioned for the Digital Citizen’s Alliance, a Washington-based group that advocates for a safer Internet, sampled 596 of the worst-offending websites. Researchers discovered that the infringing websites were displaying ads from 89 premium brands like Walmart, McDonald’s, Google, Microsoft and Ford.

"It’s certainly fair to say that millions of dollars in revenue from premium brand ads are supporting content theft sites," Berns said.

That’s similar to an estimate from DoubleVerify, an online fraud protection company. According to a DoubleVerify report released last May, rogue website operators cheat mainstream advertisers out of $6.8 million each month, mainly by "laundering" ad traffic in ways that are hard to detect.


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"There’s growing awareness of the unscrupulous tactics that sites will go to to collect their dollars," said DoubleVerify chief operating officer Matt McLaughlin.

Several advertisers and top technology firms that operate ad networks — like Google and Microsoft — say the fraud is difficult to stop. Ads for Google’s Chromecast streaming device and Microsoft’s Bing search engine were among those that appeared on pirate websites.

Microsoft said in a statement that while it monitors where its ads end up, it sometimes relies on others bringing infractions to its attention "to take actions on non-compliant sites."

Google said it invests significant resources to keep its and its partners’ ads from appearing on pirate sites and requires users of its AdSense service to agree to its anti-piracy policies. "When we find violators of these policies, we’ll take the appropriate actions — including blacklisting URLs and, in some cases, ending our relationships with publishers — as quickly as possible," a spokesman said in a statement.

Several companies listed in the report as having advertised on pirate websites declined to comment, including Comcast, Ford, Toyota, McDonald’s, L.L. Bean, Cablevision, Time Warner Cable, and Target.

Dish Network said in a statement that it applies "industry-leading standards ... to continually take measures that prevent our advertising from appearing on pirate sites."

Wal-Mart Stores Inc. spokesman Dan Toporek said the company blocked tvboxnow.com, a website the Alliance report found received its ads. Toporek said the Walmart logo may have been used by a third party that wasn’t so careful.

Yet it is easy to find legitimate advertisers on websites that peddle in copyright infringement.

When The Associated Press typed in the Web address www.uploadhouse.com — a domain that Google said it removed 97 times from its search results because of copyright infringement notices — one of the first ads on the home page was for an HP Chromebook 11, "made with Google."

Content theft website operators are based all over the world in countries like Russia, Australia and Indonesia. Most shy away from attention.

Several people who registered websites identified by Google’s Transparency Report as frequent targets of copyright notices didn’t respond to messages seeking comment.

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