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Kellogg’s, Walmart, ZenithOptimedia & others pledge to combat digital ad piracy


By John Glenday, Reporter

December 9, 2015 | 2 min read

A who’s who of brands and agencies including Allstate, American Express, Colgate-Palmolive, Comcast, GroupM, Intel, Johnson & Johnson, Kellogg’s, MillerCoors, SMG, State Farm, Vivaki, Unilever, Walmart, ZenithOptimedia have joined forces to fight ad-supported piracy for all digital ads.


Gathered under the Trustworthy Accountability Group (TAG) umbrella the partners aim to reduce the $2.4bn lost to pirate sites each year by signing an anti-piracy pledge to take ‘commercially reasonable steps to minimize the inadvertent placement of digital advertising on websites or other media properties’.

This coincides with the naming of TAG’s first group of validated anti-piracy service providers; comScore, DoubleVerify, Incopro, Integral Ad Science, Veri-Site, whiteBULLET.

TAG CEO Mike Zaneis remarked: “Today marks a turning point in the fight against ad-supported digital piracy. Many of the world’s largest brand advertisers and agencies have now committed to take aggressive steps to keep their digital ads off infringing sites, and we have announced the first group of anti-piracy companies that are being validated to provide those services. There is tremendous momentum behind this initiative from advertisers and agencies that no longer want to put their valuable brands at risk of association with this criminal activity, and we are delighted at the commitments and support for these efforts.”

The initiative is geared toward preventing ad placements on illegal websites dealing in pirated content or counterfeit goods by ensuring all providers of anti-piracy tools and services are vetted by independent third parties.


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