May 6, 2022

TAG Outreach Prompted Reduction in Ad Spend by Most Brands Advertising on European Pirate Sites

MarTech Series article
April 26, 2022

79% of European Advertisers Reduced Ad Impressions on Pirate Sites Following Communication by TAG’s Project Brand Integrity

The Trustworthy Accountability Group (TAG), an advertising industry self-regulatory organisation aimed at fighting criminal activity and strengthening brand safety in the digital advertising supply chain, today released the first annual report for TAG’s Project Brand Integrity (PBI), an initiative established to protect advertisers from negative brand association by alerting them when their ads run on pirate sites in Europe. 

The report found that direct outreach by PBI prompted a large majority of advertisers (79%) to reduce their ad impressions on pirate sites, with nearly half of that group (43%) ending nearly all ads on such sites. Among the brands that reduced their ads, there was an overall reduction of advertising on pirate sites by nearly two-thirds (66%).

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Topics: News