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The Press Association will follow Reuters (NSDQ: RTRSY) in using text watermarking to uncover illegal copying and find kosher new commercial partners. Just as Reuters announced in September, PA will use Attributor‘s services to identify websites using its wire stories unofficially. The idea is, PA can then contact errant publishers to demand removal or ask that a link be offered to the original instead. It’s an enticing prospect for Reuters, which is growing its own direct-to-consumer publishing efforts to capitalise on ad inventory, but PA’s D2C efforts are smaller-scale.