A Systematic Approach to Measuring Advertising Transparency Online: An Australian Case Study

57 Pages Posted: 4 Dec 2013

See all articles by Paul Watters

Paul Watters

Massey University - Institute of Natural and Mathematical Sciences

Date Written: September 2013

Abstract

Illicit sharing of infringing content, such as movies and TV, remains a persistent and ongoing threat to the viability of Australia’s creative industries. The revenue model that underpins torrent indexing and file locker sites which enable this sharing – like much of the World Wide Web – is based on advertising. Recent research has suggested that there has been a shift from mainstream to High-Risk advertising on these sites. In this study, advertising targeting Australians was analysed from the Top 500 Google-upheld DMCA complaints for movies and TV distributed by Village Roadshow and major Hollywood studios, with 10 sites from each complaint sampled for all ads displayed.

Keywords: Online advertising, malware, risk, rogue websites, film piracy

Suggested Citation

Watters, Paul, A Systematic Approach to Measuring Advertising Transparency Online: An Australian Case Study (September 2013). Available at SSRN: https://ssrn.com/abstract=2362621 or http://dx.doi.org/10.2139/ssrn.2362621

Paul Watters (Contact Author)

Massey University - Institute of Natural and Mathematical Sciences ( email )

Private Bag 11 222
Palmerston North, Manawatu
New Zealand

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