Content providers — like Disney or Fox — are now asking companies delivering online ads — the Googles of the world — to stop working with websites that allow illegal file sharing. That would mean less cash for websites where online pirates trade the digital booty of movies, tv shows, and music.

The new plan was brokered with the help of the Obama administration and the Interactive Advertising Bureau, which develops standards for online ads.

Rob Rasko, a consultant with the IAB who worked on the new guidelines, joins Marketplace Tech host Ben Johnson to discuss.