Publication By the European Commission of the Study on the Impact of the MoU on Online Advertising and Intellectual Property Rights on the Online Advertising Market – 2020 Ad Monitoring Exercise

The publication is now available to view on the European Commission’s website

A large-scale study of the impact of a Memorandum of Understanding (MoU) on online advertising and intellectual property rights on the online advertising market has now been published by the European Commission. 

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The European Commission facilitated a MoU on online advertising and intellectual property rights (IPR), which was signed in June 2018. This voluntary agreement between companies and associations from the advertising industry – including advertisers, intermediaries and interested stakeholders, such as IP right holders – seeks to minimise the placement of advertising on websites and mobile applications which infringe copyright or disseminate counterfeit goods by engaging cross-party stakeholders to collaborate and share best practice.

Following the first study published in 2020, White Bullet was commissioned by the European Commission to conduct a study for 2020 to evaluate the estimated amount and type of online advertising on IP-infringing websites; to estimate the ad revenues collected by IP-infringing website owners; and to analyse the impact and effectiveness of the MoU on the online advertising market. 

The report can now be viewed in full on the dedicated webpage of the website of the Publications Office of the EU. More information is also available on the MoU webpage.

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Peter Szyszko, Founder and CEO, White Bullet, comments: “We are delighted to provide data and analysis which sheds light on this fast-evolving and often underestimated threat. IP infringement in the EU has a significant impact on economies through lost jobs and tax revenue, impacting innovation and business. It also constitutes serious safety and security threats to consumers who could be targeted with fraudulent advertising, phishing attempts or the dissemination of malware.”

White Bullet’s platform looks for IP-infringing content, examines each infringement’s context, and determines structural violation on a commercial scale – providing accurate piracy risk scores based on this analysis. It detects piracy across multiple digital ecosystems, remaining up-to-date in real-time, and tracking that all-important advertising and financial impact – with AI and machine learning taking the strain. It has already stopped millions of pounds of ad spend from funding piracy. By connecting rights owners and the advertising industry with real-time data about piracy risk, so all parties can take action, White Bullet’s solutions allow clients to understand the universe of piracy and to stop it from generating revenue. 

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