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Major Brands Including Walmart, Allstate Sign ‘Anti-Piracy Pledge’

Allstate, Johnson & Johnson, MillerCoors and Walmart are among the major brands that have pledged to take “commercially reasonable steps” to avoid placement on piracy sites.

The major brands, which also include Intel, Unilever, Dole Packaged Foods and American Express, have committed to hiring a service that specializes in cutting off ad placement on piracy sites, or using an ad placement service that has been certified by the Trustworthy Accountability Group. The latter was formed to try to eliminate fraud, piracy and malware connected to digital advertising. They are certifiying such services as comScore, DoubleVerify, Incopro, Integral Ad Service, Veri-Site and whiteBULLET.

The Interactive Advertising Bureau and EY estimate that pirated content is costing $2.4 billion each year — including $2 billion lost to consumers who do not pay for infringing content and $456 million lost in potential ad revenue for legal content.

The list also includes major ad agencies. A complete list of firms that have pledged to take anti-piracy steps is here.

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