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Gemius: Hiding Piracy Sites Audience Data from Research Statement

It is starting February 18 2019, that GemiusAudience majoring in Ukraine’s Internet audience research would start hiding the data on the audiences of sites from blacklists.org.ua. While all those sites would be accounted for in the general “Internet” node within the web sites Tree structure, it would not, however, be possible to analyze their audiences taken individually.
GemiusAudience research data is widely used by advertisers for Internet campaigns’ media planning and therefore the absence of performance numbers on a particular site makes it less attractive for advertising placement.
With Gemius being a member of the Clear Sky Initiative (a non-governmental union), the sanction is sure introduced by the Company within the framework of joint efforts made by the ecosystem participants with the aim to fight copyright infringers.
“We do hope that the said remedy would deprive pirates of advertising budgets thus being a help in intensifying our struggle against intellectual property infringements. Gemius is an international company and we take care of our ecosystem. We are aware that civilized business should join hands and put endless strain on illicit players”, says Lesia Prous, Regional Manager, Gemius.
Moreover, the research company has specified that the site aggregators’ owners (e.g. advertising holdings, networks) would be notified on the said changes with references to specific cooperation issues.
Kateryna Fedorova, Head, Clear Sky Initiative: “We have firsthand knowledge that follow-the-money method is one of the most efficient and effective tools in the struggle against content thieves. Advertisers would be reluctant to place their ads without a clear vision of a relevant audience. Piracy is a business and pirates would not see any point in this business if it is not going to be gainful.”
Kateryna also commented on the Clear Sky plans to enter into negotiations with other research companies operating in Ukraine to suggest they introduce the same changes into their statements.
Last year Gemius suggested that advertisers draw up a separate Blacklists Alarm statements based on the blacklists.org.ua sites so that any advertiser could promptly response if their advertisements somehow happened to appear on the sites from the a.m. list. An additional box called Hitdate has been also added to the statement this year. The Hitdate contains info on the date and time of the advertisement reviews by the AdReal research panelists on the listed sites; moreover, the Hitdate would report on each creative idea from the statement accompanied by utm tags.
Aiming to duly inform the advertisers the Clear Sky Initiative and Ukrainian Antipiracy Association jointly established the blacklists.org.ua server in 2017. The server covers the list of URL addresses belonging to the sites deemed challengeable by rightholders; besides, the list is subject to monthly updates. In 2018, the Clear Sky Initiative extended the server blacklists.org.ua so as to report another black list of companies providing television services with the aim to inform the market players of the rightholders’ reclamations regarding infringers of their copyrights.
The 2018 witnessed a “partnership principle”, another innovation introduced by the Clear Sky Initiative. The idea is: in the event of any complaint on the part of any union participant against any pay TV’s site or provider other Initiative participants are supposed to cancel relationship with such sites or providers.

  

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