Many providers provide tools that aim to identify infringements on online marketplaces via algorithms. While the idea of automatic detection is naturally attractive, such tools tend to require significant input from brand owners to ensure optimisation as well as produce large numbers of false positives (especially where the infringements are diverse and difficult to detect). We believe that a focused approach based on manually monitoring key marketplaces optimised through periodic screenings is effective and more cost efficient for all but the largest consumer brands.