According to a German study, 22.3% of all ads on piracy sites in July 2016 were ads for gambling. Gambling ads are normally pop-ups or pop-unders and are more expensive than “normal” ads. So, they account for much more than a quarter of the ad income for piracy sites.
After publishing this study in September 2016, the Gambling companies and their German association were informed of the gambling companies support to piracy sites.
A recent study checked if something had changed between October and December 2016. This research used a “Pro”-registration account on Similiarweb.com, which shows you the Top 5 of advertising branches, advertising companies and ad networks on most internet sites for free.
Gambling is often one of the Top 5 advertising branches
On 79% of the piracy sites, gambling was in the Top 5 advertising branches. “Gambling sport” was in the Top 5 on 71% of all sites. “Gambling casino was on 55%.
Gambling companies are often one of the Top 5 advertising companies
On 36 piracy sites, it was found that at least one gambling company was ranked in the Top 5 advertising companies. On one site, all Top 5 companies were gambling companies.
|The Top 10 piracy sites which have gambling companies among the Top 5 advertisers|
|rank||piracy site||No. of gambling comp.|
Willingly advertising on piracy sites
Sixteen companies were informed in writing about their contribution to piracy; they also received the study with the list of illegal sites.
However, 9 of the 16 companies were still advertising on piracy sites to such an extent that they were among the Top 5 advertising companies, e.g. bet365. Bet365 were found in the Top 5 of 22 piracy sites, 6 were named explicitly in the letter, 15 other sites were named in the study.
|Top 5 companies which had not stopped advertising on piracy sites|
|rank||gambling company||on… piracy sites|
|Only one Top 5 position was been held by bet-at-home, quasar, stake7 and Tipico.|
Several companies were also found which were not discovered in July: 10bet, 888casino, Casino-555, Europa Casino, Europaplay, Interwetten, Prime Slots, Rivalo and William Hill.
Gambling prefers dubious ad networks
Gambling companies often use ad networks to place their ads. They prefer ad networks which are connected to piracy sites, making it difficult to ascertain who is responsible for the service.
E.g. bwin is a Top 5 advertisers on bs.to and megacache.net. 22.3% of all visits on bwin.com are a result of ads placed by ad networks. All of the Top 5 ad networks working for bwin are connected to piracy. Propeller Ads is working with 23 piracy sites to such an extent that they are one of the Top 5 ad networks for these sites. Adcash is working with 17, Adplex Media with 13, Wi Get Media with 8 and DirectRev with 5 piracy sites.