Dive summary: 

• Internet forensic scientist Dan Peak has been chasing fraudulent websites with his company Veri-Site for 10 years. 
• Peak has been working with GroupM Interaction North America COO John Montgomery to develop web-based software that identifies rogue websites and saves brands from advertising on those sites.
• According to Peak, their strategy is to make sure the ad doesn't appear in the first place and help to make IP theft unprofitable. 

From the article: 

"Banks and financial institutions are the easiest part of this. They already screen for these activities because they have a legal responsibility to take action. They’re obligated to know who their customers are and make sure those customers aren’t involved in any criminal activity. ISPs are being asked to take some steps, but they are generally reluctant. Ad networks are already doing some screening. To compete, they have to be able to avoid pornography, so they have some tools for screening."