The world’s largest media agency conglomerate that includes Maxus, MEC, MediaCom and Mindshare, has developed and adopted a new digital media buying policy designed to prevent clients’ ads from appearing on websites that distribute illegally obtained content. GroupM Interaction COO John Montgomery tells RBR-TVBR how the new policy works, how it has been technically implemented and how it will help clients and advertisers across the board. Listen to the audio player, above.
The policy is designed to actively oppose online piracy in all its forms and to protect the copyright-protected, intellectual property of all content-producing companies. It includes anti-piracy language for insertion orders that prohibits vendors from placing GroupM clients’ advertising on sites that support piracy or contain any illegally distributed content.
GroupM has created a list of more than 2,000 sites throughout the U.S. that have been identified as containing or supporting pirated content. The list will be updated on a continuing basis and a link to the list will be included in all contracts and insertion orders.
“We’re serious about combating piracy and protecting our clients’ intellectual property as forcefully as we possibly can,” said GroupM Interaction Global CEO Rob Norman. “This policy extends to digital media buyers at all GroupM agencies, as well as other WPP companies like Team Detroit, which manages Ford’s media business.”