Ad Industry Is Already Getting Ads Off Of 'Rogue' Sites; So Why Did We Need Legislation?

from the just-saying... dept

Recently, the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A's) put together a statement of best practices as part of an "International Anti-Counterfeiting Conference." The best practices say that advertisers and marketers should be explicit that they don't want their ads on "rogue" sites. This leads to a bunch of thoughts.

First up, as Dan Mitchell at Fortune points out, the companies that already advertise on "rogue" sites aren't the major advertisers. For all the talk by copyright maximalists of how big companies are getting rich off of rogue sites, that shows they don't know much about how advertising works. The ads that show up on most of those sites is the crappiest of the crappiest of advertising -- the pure bottom-filler type crap that doesn't pay very much at all. While Mitchell uses this to suggest that such a best practices won't "staunch the flow of revenues" to these sites, he totally ignores the more important point: that it shows that these sites aren't making very much money in the first place because all the advertisers who actually pay decent ad rates have already made sure their ads don't show up on these sites.

Second, this raises questions about why the MPAA was so insistent on the need for SOPA. It sure looks like the major players in the industry are already doing things like blocking ads from "rogue" sites voluntarily. It's amazing how the entertainment industry likes to pretend that companies would never do such things without a law, when they do it all the time anyway.

Finally, the Adweek article (first link above) notes that ad giant GroupM already had put in place a blacklist. But what the Adweek article unfortunately left out was that the "list" GroupM came up with was a complete joke -- listing all sorts of perfectly legitimate sites, like the Internet Archive, Vimeo and Soundcloud. Oh yeah, and a bunch of hip hop blogs... and 50Cent's personal website. It's great to declare that they won't let ads show up on "rogue" sites, but it gets worrisome when they define "rogue" sites so broadly.

Filed Under: ana, counterfeiting, rogue sites, sopa
Companies: groupm, mpaa