Following on from our recent analyses , which showed a significant increase in advertising impressions on pirate websites (Q4 2019 to Q1 2020), we have delved deeper into the geographies, ad types and companies funding these illegal publishers. 

We looked at the top 5,000 highest risk pirate websites from the top six countries by ad spend. 

Ad impressions on these pirate websites are up 43% on average across the six markets since Q4 2019, representing 4.3 billion ad impressions in Q1 2020. The largest increases are in France (85%) and the US (52%). 

AD IMPRESSIONS ON PIRATE PUBLISHERS - TOP 6 AD MARKETS 

We then drilled into the type of advertising leading the increases between quarters on these websites. 

Generic clickbait grew 113% and ads associated with fraud/malware grew 37%, indicating the risky end of the ad industry is jumping to capitalise on unwitting consumers who are spending more time online. 

Despite news that brands are currently cutting spend on digital advertising, unexpectedly - and worryingly - ads from premium brands have also increased by a huge 30%. It seems brands, like malware providers, continue to target consumers no matter what the context of the publisher page. This lack of diligence by brands’ ad partners towards properly assessing publisher suitability and safety for their clients, is putting brands at risk, due to their funding criminals, and damaging their clients’ reputations in the eyes of consumers. 

It may be easy to guess the ad sectors driving this increase in premium brands on pirate websites. Reflecting the current climate of shopping from home, ads in this sector grew by a phenomenal 96% to become by far the largest sector in Q1 2020 (second largest sector in Q4). 

The second largest sector by ad impression volume in Q1 2020 is Arts & Entertainment (including streaming and gaming), which increased by 76%. Automotive, Travel (including holiday deals) and Personal Finance related ads also each grew significantly although with fewer overall ads (2176%, 407% and 622% respectively). It is perhaps understandable that many brands in these sectors have sought to target a broader audience given they have been hit the hardest by the pandemic. However, senior management should seriously consider whether a desperate attempt to spread ads to illegal websites is a smart strategy.

Request data about your brand: Contact Us

TOP 5 AD SECTORS ON PIRATE PUBLISHERS – TOP 6 AD MARKETS 

Our mission here at White Bullet is to demonetise piracy by raising awareness with brands and their ad partners about ad misplacement. Expanding the collaboration between White Bullet, advertisers, IP owners and regulators will create a safer online environment for brands and consumers, stop funding crime and grow the legitimate IP market. 

Armed with the most accurate and up to date information means brands can take control of their ad spend and digital brand safety.

For real time brand specific data and to compare against competitors, contact Contact Us