Don’t put your banner on the wrong site

There is a polemic going on in Australia about big brands advertising on websites that facilitate piracy of software and movies. Companies like Foxtel and ING Direct, which had ads running on sites like Pirate Bay, said it is not their fault, blaming the advertising network instead.
Quoted in an article on Fairfax Digital a Foxtel spokeswoman said those sites are not the sort the company wants to be associated with, and they are already investigating the reasons why this happened. Should we believe her?
It sounds weird to me to hear that there are still big brands planning online campaigns randomly. Maybe the audience visiting piracy websites is actually relevant too them, so they gave it a try…