DoubleClick tops ranking of ad networks and exchanges in Asia serving ads on piracy sites

Singtel ad on illegal streaming site VIP League

Singtel ad on illegal streaming site VIP League

DoubleClick has the dubious honour of topping a ranking of ad networks and exchanges that serve advertisements on piracy websites in Asia.

In a study of nine Asian countries by New Zealand’s Massey University, the Google-owned company is followed by Google AdSense in a ranking of ad networks serving ads on piracy websites in China, Hong Kong, Korea, Indonesia, India, Thailand, Vietnam, Singapore and Malaysia.

Criteao, Baido Ads and Exoclick made up the top half of the top 10 ad networks and exchanges, which include the following:

Top 10 ad networks/exchanges serving piracy sites in Asia

  1. DoubleClick
  2. Google AdSense
  3. Criteo
  4. Baidu Ads
  5. Exoclick
  6. PopAds
  7. Innity
  8. AppNexus
  9. Admax
  10. Ambient Digital

The research was presented by Massey University’s Dr Paul Watters at CASBAA’s Making Online Advertising Click conference in Hong Kong this morning.

He said: “If you’re in a marketing department, you want to maximise eyeballs and don’t necessarily care where the ads go. But most mainstream companies don’t want to be associated with this sort of activity.”

Watters’ presentation featured examples of brands running on Asia’s most popular piracy websites, for example Korean Air and Exxon Mobile on unlicensed content site DramaCool in Singapore, and advertising conference Ad Asia and Yves Saint Laurent running on site TW116 in Hong Kong.


Starwood ad running on TW116 in Hong Kong

Watters’ study was conducted using a virtual private network across 90 piracy websites, 10 in each of the countries studied. It follows a story last month by Mumbrella that pointed at a number of mainstream advertisers including Singtel, POSB Bank and Toyota running on unlicensed streaming sites.


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