Google updated its “How Google Fights Piracy” report late last week to account for the 2013 numbers and expand on recent piracy control efforts.
The company wrote in a blog post that it's experimenting with ad formats to point users toward legitimate media sources. For instance, search terms like “free,” “download,” or “watch” will come up with results for Amazon, Google Play or Netflix, where users can legally watch movies online.
Searches for specific celebrities also bring up places to listen or view their work legally online. Google is also downranking sites that have received a large number of Digital Millennium Copyright Act (DMCA) notices. Autocomplete predictions will be demoted based off DMCA removal notices.