GONE BAD - Digital Citizens Alliance

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GOOD MONEY

GONE BAD

Digital Thieves and the Hijacking of the Online Ad Business A Report on the Profitability of Ad-Supported Content Theft February 2014 www.digitalcitizensalliance.org/followtheprofit

CONTENTS Contents..............................................................................................................................................................i Table of References......................................................................................................................................ii Figures..........................................................................................................................................................................................ii Tables............................................................................................................................................................................................ii

About this Report...........................................................................................................................................1 Executive Summary..................................................................................................................................... 3 Three Key Relevant Growth Trends..................................................................................................... 4 Methodology................................................................................................................................................... 4 Sites Studied ............................................................................................................................................................................ 4 P&L Model.................................................................................................................................................................................. 7

Profitability Analysis and Key Findings............................................................................................... 8 Problem for Premium Brands........................................................................................................................................... 9 Site Affiliations and Bad Actors......................................................................................................................................10 Segment Analysis................................................................................................................................................................. 11

Summary and Recommendations...................................................................................................... 13 Acknowledgement..................................................................................................................................... 14 Appendices.................................................................................................................................................... 15 Appendix A: P&L Detail...................................................................................................................................................... 15 Appendix B: Cost & Revenue Detail.............................................................................................................................19 Appendix C: Sites Studied............................................................................................................................................... 20 Appendix D: Premium Brands Appearing on Sample Sites..............................................................................25 Appendix E: References....................................................................................................................................................26

i

TABLE OF REFERENCES Figures Figure 1: Growth in Programmatic..................................................................................................