Publishers have enough to juggle without worrying about sketchy ads sneaking in through video inventory. But with malvertising on the rise — especially those sneaky auto-redirects infecting VAST tags — EX.CO and GeoEdge are joining forces to shut it down.

This partnership is grounded in ad quality to safeguard user trust and ensure publishers’ revenue keeps flowing without the hassle of bad ads ruining the party.

The post EX.CO and GeoEdge Team Up to Shut Down Video Malvertising appeared first on AdMonsters.

Video advertising has always been a bright spot for the industry: effective, profitable, and malware-free. Because it’s threat-free, AdOps teams don’t need to spend a lot of time scanning for scams. Sadly, that is changing rapidly. 

Earlier this year, I wrote about ScamClub’s breach into the video channel, successfully injecting malicious redirects through VAST and VPAID tags in Q4 2023. Since then, video malvertising attacks have proliferated and show little sign of abating anytime soon. Worse, other scammers have no doubt noted the success of ScamClub’s assault on video ads. In the months ahead, we should expect a surge in automatic and malicious redirects, and everyone — publishers, SSPs, and video platforms — should begin hardening their video tech stack immediately.

How Video Automatic Redirects Work 

In case you missed the first article, here’s a rundown of the ScamClub scheme, the first industry-wide attack against video ads. GeoEdge discovered the scheme injected malicious redirects through VAST tags, sending users to a malicious website regardless of whether they played the ad or how long they watched it.

Essentially, the scammers run fingerprinting tests on both the client and the server sides, looking for malware detection systems. Once the information from the client is sent and checked by the malicious server, the POST request’s reply or response includes instructions that tell the user’s device to navigate to a new website. This redirect code includes several different methods to initiate the forced redirect. This diversified attack strategy increases the chances of successful redirects, making it harder for security vendors to detect and identify the attack.

Bad Actors Have Breached Video Advertising

For a long time, video has been considered the safest channel in digital advertising. The high inventory cost has deterred scammers from attacking the channel, concentrating on the abundance of low-cost and vulnerable display ad units. As a result, many publishers, SSPs, and even video platforms haven’t screened for malware even as they actively screen for it in their web and mobile inventory.

But we need to understand that scammers have breached the video world. GeoEdge’s security research first exposed the video malware epidemic in July 2023, but as you can see in the chart below, the number of instances has escalated dramatically. 

We’ve seen dozens of SSPs—all the major industry players—affected by the ScamClub malicious VAST and VPAID attacks. The same goes for video platforms, which scams have infected in equal measure. Any publisher that relies on an SSP or video platform to fill video inventory is likely exposed. 

In fact, AdOps teams are now receiving complaints from publishers, who are receiving complaints from their users and editorial team about sketchy ads that pop up on landing pages that look like system messages prompting users to download fake software updates or fake antivirus software that records and transmits their bank information or credentials to the scammer’s servers.

Even though we already see hockey stick growth in the ScamClub version of the attack, we are at the beginning of the growth trajectory. For this reason, we should assume that automatic redirects in video will dramatically increase over the next 12 months.

Time to Harden the End-to-End Video Tech Stack

This means it’s time to harden the video tech stack. Publishers must recognize the importance of monitoring and safeguarding their video technology infrastructure, as it’s no longer secure. This shift in mindset is crucial.

SSPs need to begin to reassess their video demand, with an understanding that they can no longer assume it’s safe. They must acknowledge the presence of malvertising in the channel, which many expect to increase significantly.

Additionally, the entire video platform segment, which supports video players and previously remained unscathed, now faces new threats. These platforms must start monitoring and addressing security issues at their own level.

This, of course, brings up the question of CTV. Is that channel safe? It’s unlikely that consumers will click on ads, visit landing pages, and fill out forms from their smart TVs. However, as QR codes become common in CTV advertising, they will introduce new risks, as fraudsters will have the opportunity to redirect the user who scans that code via a mobile device.

A New Approach Required 

Because of the multiple mechanisms that block attacks from security vendors, new approaches are needed. In our experience, it’s not enough to monitor the video ad units themselves but the entire page itself. By monitoring the entire page, security teams can identify, analyze, and classify copycat and emerging variants of redirect scams immediately and proactively block them every time they appear. 

A Call to Action

Video is no longer a safe haven; we need to pay attention to it. The channel has been breached, and fraudsters are rushing in. However, we are by no means defenseless. To combat this rising threat, we must embark on a new era of cooperation across the entire industry. By working together, we can identify and mitigate video threats more effectively and share our learnings to strengthen our collective defenses.

The post Automatic Redirects Flood Video Ad Space (and it’s Just Getting Started) appeared first on AdMonsters.

2023 felt like the beginning of the end. It was like the perfect maelstrom.

A recession was forecasted. Oh no, no it wasn’t. Ad spend was plummeting. Oh wait, it started inching back up again.  For publishers, there was just no way to make heads or tails out of the year that was the last before the 3P cookies’ demise.

Political ad spend is on the rise, but there are ad quality challenges for any publisher wanting to jump into that pool. We’ve got a playbook for navigating those waters.  Targeting and metrics are getting a remix and creative could use a facelift. We’ve got a playbook to guide you through attention’s dominance.

What about bad ads, are they tarnishing consumers’ perceptions about your media properties? We surveyed 250 consumers to give it to you straight — along with publishers’ tips for cracking down on those bad actors and making the user experience a priority.

And finally, we took a deep dive into how widely contextualized AdOps data shared with sales and ad product teams. The truth is, AdOps teams are rock stars (party on) but sales teams might not be taking full advantage of their data stardom. We’ve got a playbook for that too. All it involves is making meaningful workflow changes to focus on revenue-generating tasks.

You really should download one of these (if not all of them).

AdMonsters Publisher Playbooks of 2023

AdOps Are Rock Stars. Are Sales Teams Taking Advantage of Their Stardom?

AdOps teams are data superstars, sitting on a treasure trove of information that contains rich and nuanced context. Many can say which ad units perform best, by format, section, industry and vertical. Some can accurately predict the ROAS advertisers can expect to see from their campaigns.

This is the kind of data that attracts advertisers, especially during a recession when their budgets are smaller and all focus is on performance and business outcomes.

But are publishers taking full advantage of these amazing resources? Our survey indicates they are not. There’s not enough collaboration between AdOps and the sales, product, and business intelligence teams. This is caused by a combination of tech limitations and interdepartmental inefficiencies.

More worrisome, only 22% of AdOps teams say they have access to a wealth of data and insights, which means the remaining 78% can’t help their colleagues succeed in their jobs to the fullest possible extent.

Now that advertisers are cutting back on campaigns, publishers need to work harder to attract brands to their sites. Detailed performance data distributed to all the teams that need it can help publishers win more business and revenue. As it stands, they’re leaving money on the table. Download this playbook now!

How Bad Ads Affect Consumer Perception of Publishers

Publishers have always struggled with bad ads. Nefarious players and scammers, who sought to exploit the digital advertising ecosystem to steal money or data from consumers, have been around almost since the first ad was placed.

But as the world became more digitized, and as global wealth (and access to it) went online, bad actors stepped up their game. Online scams beginning with a digital ad are now dizzyingly complex, with fraudsters going to great lengths to appear legitimate to their victims.

Not surprisingly, malvertising is now a major crime, with 46% of consumers saying they, or someone they know, has fallen prey to a scam. According to the FBI, American consumers lost $10 billion to online scammers in 2022, and 2023 promises to be an even worse year for consumers.

Malvertising and malware are upending digital advertising, with the FBI warning consumers to install ad blockers, and the New York Times telling its readers that “if it’s advertised, you probably shouldn’t buy it.”

Programmatic advertising burst onto the scene in the mid-2000s promising better monetization opportunities for publishers and better access to audiences for brands. That promise led to a robust industry; in 2022 global revenues topped $173.74 billion worldwide.

The scales have tipped, and programmatic has become more of a liability than an asset. Last year, Bloomberg News made headlines when it announced it was pulling the plug on open programmatic, citing bad ads and the impact they had on the reader’s experience.

They’re hardly alone. Jared Collett, Sr. Director of Ad Operations and Analytics, Major League Fishing, also said his company changed who they work with as a result of bad ads. “We’ve had to sever relationships with various programmatic partners and ad networks because they couldn’t get control over the bad ads they were sending us. I would rather serve a house ad, or no ads than serve a bad ad.”

Worse, bad ads are eroding consumer trust in publishers. For 77% of consumers, a bad ad is a signal that the publisher cares more about making money than it does about their safety. Another 64% say that seeing a bad ad on a single site tarnishes the entire industry. It’s fair to say we’re at a crisis point.

“This finding is really important. It brings home the point that rightly or wrongly, the reputation of the advertiser and the reputation of the publisher are really tied together. This is something media organizations will need to address.” said Amnon Siev, CEO, GeoEdge. Download this playbook now!

Targeting and Metrics Evolution: Are Publishers Ready for Attention’s Dominance?

Our survey results reveal that 2024 promises to be a year of rapid innovation, with publishers rethinking what’s possible:

The New Metric: Attention. As the digital advertising landscape undergoes transformations that limit the use of traditional identifiers, publishers are adapting their measurement practices to meet their advertising clients’ expectations. Driven by advertising demand, 82% of publishers said that attention metrics, which evaluate the amount of attention a consumer spends with content, are important or very important to their organizations. We see new metrics emerging, and publishers reporting some success, but new tools and education are still required.

Innovative Ad Formats & Ad Placements. Publishers are realizing that there is a significant opportunity to drive higher attention rates by experimenting with new and innovative ad formats (45%) or ad placements (55%), signaling a new era in which the advertising sector turns its focus from innovating in targeting to innovating in creative and placement.

Targeting Capabilities. While cookie-based targeting was mediocre at best, it did enable advertisers to scale their campaigns and develop proxies for their ideal audiences. Today, however, publishers are seeking privacy-compliant ways to home in on receptive audiences. Key among them: leveraging their first-party data.

Indirect Monetization. Some publishers appear open to granting permission for indirect representation of their inventory, allowing marketers to access approved pathways via ads.txt and other sources, even from non-direct partners. To maintain and optimize the list over time, publishers implement monitoring, regular communication, audits, and data analysis. This ensures a strong ecosystem of indirect partners, maximizing monetization while maintaining control and quality assurance. Download this playbook now!

Navigating Political Ads for the 2024 Season

A staggering $10 billion will pour into the political advertising arena to sway American voters during the 2024 Election cycle. While $10 billion is a boon for digital media stakeholders, that money comes with severe risks.

Navigating misinformation and disinformation will be a key challenge of this election cycle, driven by the widespread availability of sophisticated AI tools. Digital publishers and CTV stakeholders face direct and negative effects on their business, from drops in user engagement to broader societal mistrust.

The proliferation of generative AI, deepfakes, and sophisticated malvertising tactics have empowered fraudsters and foreign governments to distribute deceptive ads via programmatic channels. This alarming trend has forced digital media entities into a rapid and rigorous process of establishing, overhauling, and strictly enforcing political ad quality policies.

Ultimately it falls to publishers to serve as the final bastion of defense for their audiences. Publishers must undertake the critical task of determining whether specific advertisers and promoters of sensitive, hot-button issues can be permitted to run ads on their sites and under which conditions, while simultaneously ensuring malicious actors are kept at bay.

This Playbook provides a robust framework for an ad quality strategy, essential for setting up robust election advertising guidelines. It delves into the tools available to publishers for increased visibility and control, shedding light on challenges in the upcoming election cycle. The Playbook’s goal is to empower publishers to guarantee that political ads on their platforms are informative and accurate and enhance both user experience and their reputation. Download this playbook now!

The post AdMonsters Publisher Playbooks of 2023: Political Ads, Attention Metrics, Bad Ads, Ad Ops Are Rock Stars appeared first on AdMonsters.

Navigating misinformation and disinformation will be a key challenge this election cycle, driven by widespread availability of sophisticated AI tools. Digital publishers and CTV stakeholders face direct and negative effects on their business, from drops in user engagement to broader societal mistrust.

Ultimately it falls to publishers to serve as the final bastion of defense for their audiences. Publishers must undertake the critical task of determining whether specific advertisers and promoters of sensitive, hot-button issues can be permitted to run ads on their sites and under which conditions, while simultaneously ensuring malicious actors are kept at bay.

This Playbook, created in partnership with GeoEdge, provides a robust framework for an ad quality strategy, essential for setting up robust election advertising guidelines. It delves into the tools available to publishers for increased visibility and control, shedding light on challenges in the upcoming election cycle. 

Enter your info to download your copy below!

The post AdMonsters Playbook: Navigating Political Ads for the 2024 Season appeared first on AdMonsters.

• Do bad ads prompt users to leave a news site or app? Do they report those poor experiences to the publisher?
• What is the impact of a bad ad on the consumer’s propensity to return to that site, recommend it to others, or make a purchase on it?
• Do bad ads send users a message that publishers care more about making money than they do about their safety?

To gain that understanding, we surveyed 250 consumers about the impact of a “bad” advertisement on their perceptions of a website or app. We defined a bad ad to survey takers as “any advertisement — including the web page or app that clicking on it brings you to — that you find unpleasant, inappropriate, untruthful, or has some kind of computer virus associated with it.”

Then we talked to publishers to hear their reactions to the data, and also learn some pro tips that we could pass on to our readers.

Enter your email below to download your free copy of How Bad Ads Affect Consumer Perception of Publishers! 

This playbook, created in partnership with GeoEdge, will dive into the results of our survey, highlighting both the challenges and solutions. 

The post AdMonsters Playbook: How Bad Ads Affect Consumer Perception of Publishers appeared first on AdMonsters.

From 2022 to 2023, his company monitored and analyzed billions of live advertising impressions across premium websites, apps, and SSPs to assess the overall ad quality in today’s digital ecosystem. The results, published in GeoEdge’s Q1 Ad Quality Report are worrying, which is why Yuval is sounding the alarm.

The results show that scammers changed tactics around 2020, shifting from using auto-redirects to lure users to malicious domains, to relying on clickbait ads to take them to these destinations.

Yuval is concerned that if the industry doesn’t make a serious dent in malicious ads and malvertising, consumers will cease to click on ads and even cut back on their online news consumption — developments that will have far-reaching ramifications for the industry and society as a whole.

To understand the extent of the problem, we asked Yuval about GeoEdge’s most recent Ad Quality Report.  

How Malvertising Shapes Behavior and Threatens An Industry

AdMonsters: Your report shows a significant uptick in malicious and clickbait advertising since the first of the year. Can you explain why that is?

Yuval Shiboli: I think we can thank the recession and its impact on market expectations for that. With advertisers cutting back their ad spend, floor prices are dropping, publishers are accepting lower bids, which is causing the average CPM to decrease.

This phenomenon leads to a greater volume of low-quality ads being placed in publications, as there is a strong correlation between the price and quality level of advertising.

Additionally, now that some SSPs are loosening their tight grip on advertisers, it’s easier to enter the market with new scams and tactics.

AdMonsters: Of all the impressions that are filled with ads, what percentage of those ads are scams or malicious?

Yuval: It depends on the country. In the US, it’s one out of every 170 ads. In the UK it’s one out of every 140.

AdMonsters: Wow, I thought it was one out of a thousand or so.

Yuval: You’re not alone. Most people in the industry believe the same, but the problem is much more severe.

87% of Clickbait Ads From Just Two SSPs

AdMonsters: Your report says that 87% of the clickbait ads you’ve measured stem from just two SSPs. Are publishers aware of where these ads come from?

Yuval: If they work with an ad security solution they’ll be able to see exactly how each SSP performs, and which ones deliver the most clickbait ads and malvertising. Those ads won’t be displayed, of course. But they should take that data to the SSP and ask them to address it. 

GeoEdge relays ad quality data to SSPs, but the amplification of our collective voice is bound to compel SSPs to take action.

AdMonsters: Are the SSPs responding to your reports?

Yuval: Some are, some aren’t. Again we see a strong correlation between performance and response. The platforms that don’t pay attention to the reports deliver the most low-quality ads.

AdMonsters: As the largest SSP in the market, how does Google fit in the uptick of scams?

Yuval: Everybody on both the sell side and buy side works with Google, and everyone assumes that its platforms are clean and safe. We’ve found the opposite is true, and that of all the SSP providers, Google is the least motivated to block bad ads. Now that so many SSPs have left the market, no one can stop working with them, and they know it.

...of all the SSP providers, Google is the least motivated to block bad ads.

I just read Google’s 2022 Ad Quality Report, in which they reported for the entire year they blocked 5.2 billion ads, which sounds like a lot. But read the fine print, and we learn that most of those ads are blocked for reasons such as copyright infringement or third parties using trademarks they’re not entitled to use. On one page of the report, however, we see that Google blocked just 4.5 million ads for malicious or unwanted software. We know that hundreds of millions of such ads are served. If Google did more to stop such ads, we could spare the consumer a lot of pain.

Misleading Product Offers Most Notorious Clickbait

AdMonsters: What are some of the clickbait ads you see most frequently?

Yuval: There’s a section in the Ad Quality Report where we detail the top five scams that we block. The most frequent are misleading product offers, such as fantastical financial offers. This time last year the scams were all about crypto, but they are less so now. Now we’re seeing ads promising medical transformations, such as hair regrowth, that type of thing.

Celebrity endorsements are another common tactic. These ads will say things like, “See what Elon Musk invests in,” in order to lure people into a scam investment.

AdMonsters: Why are these obviously fake ads getting through the SSPs?

Yuval: The successful scammers use fingerprinting and cloaking to ply their craft. Ad cloaking is a sophisticated camouflage technique that scammers use in the programmatic ad environment to hide malicious creatives and landing pages. With cloaking, scammers only expose scam ads after their campaigns have been scanned by the SSP and deemed safe. 

The fraudsters are very selective in who they show their malicious ads, looking for users who are scam-worthy, meaning there is no security detection software in the environment.

AdMonsters: The report talks about luring people to malicious destinations. Explain this scam.

Yuval: These are ads that typically involve fake celebrity endorsements that lead users to a page that’s designed to look like a legitimate site, such as People magazine. For instance, scammers these days are using fake Kevin Costner endorsements for a range of products, such as CBD gummies. The user clicks, is taken to a malicious page, and enters his or her credit card information for a product that never arrives.

AdMonsters: According to your research, forced browser notifications are one of the most frequent techniques to scam users. How do they work?

Yuval:  These types of scams exploit push notification functionality, which itself isn’t inherently bad. Forced browser notification scams occur when a user clicks on the scammer’s ad and is taken to a landing page but in order to access the content, the user must click “allow.” Most people don’t understand what it means to allow a site to push notifications to their browsers, so they click. Once they do, it opens a gateway for the scammer to push all sorts of notifications to the user, such as a popup saying that a virus has been detected on their computers.

How Publishers Can Keep Scams Off of Their Sites

AdMonsters: How can publishers keep such scams off of their sites?

Yuval: First, the SSPs need to test campaigns on a continuous basis so that they are prevented from purchasing inventory to begin with. And publishers need to look at the entire ad experience, meaning the ad and the landing page to which users are led.

AdMonsters: Who is responsible for combating these types of scams within the publisher’s organization?

Yuval: It typically falls to the AdOps group, which is responsible for monetizing the site and generating revenue. Typically we don’t see a position like a “fraud czar” or something like that. The AdOps people we’ve spoken to are highly frustrated because they don’t have the tools to fight malvertising effectively or to even tie back bad ads to the SSPs that sold them. They spend a lot of time optimizing revenue, A/B testing, and trying new SSPs, but then they hear about a malicious ad from the editorial team and they’re at a loss as to how it arrived on their sites or how to prevent them.

AdMonsters: Are there tools to prevent malicious ads, and to verify that the landing pages aren’t full of malvertising?

Yuval: Yes, of course, and the strongest ones are those that can detect scams after a user clicks on the ad, a functionality that is critical now that the majority of scams occur post-click. But publishers must be willing to pay for them. They need to hear from their users that malvertising and malicious ads are spurring distrust in online news.

The post How Malvertising Shapes Behavior and Threatens An Industry: A Q&A with Yuval Shiboli, GeoEdge appeared first on AdMonsters.

The AdMonsters Playbook was born from that idea, and with the help of surveys, we gather and source data from our community. We wanted to hear how our core audience–publishers–dealt with industry changes and how they could work towards solutions. 

This year, the ad spend slowdown and updated privacy regulations greatly influenced industry practices. Rev and ad ops professionals could rarely walk into a meeting where the discussion did not revolve around these topics. Therefore, our 2022 Playbooks focused on efficient ways to combat these complications. 

We covered themes such as first-party data silos and how to bolster Rev Ops efficiency. Here are the Playbooks that defined the AdMonsters 2022 roster. 

How Publishers Balance Ad Revenue With Ad Quality

Let’s take a journey back to the past. When the world of digital advertising barely reached its full potential. 

Back in the digital dark age of 1994, the first ever internet ad appeared on HotWired.com. That banner ad laid the foundation of a global industry that will exceed $717 billion. 

Digital advertising has evolved far past that revolutionary day in 1994, with programmatic being one of the most significant changes. While automation has done wonders for publishers’ impressions, a few breaches remain in the armor. The major breach is that monetization of impressions often trumps the quality of an ad. How do publishers balance the two? Read the survey to find out. Read more.

Why Publishers Need to Break Down Their First-Party Data Silos

First-party data is one of ad tech’s hottest commodities, especially with third-party cookie depreciation around the corner. Many publishers already sit on a wealth of first-party data because consumers are usually willing to sign up for newsletters and opt-in to data usage as long as they see the value. 

As Susie Stulz writes, “Sharing data internally allows publishers to create and demonstrate highly personalized value exchanges across all channels.” Now the goal is for publishers to harmonize their cross-channel experiences with personalized content for each user. Read more.

How Clickbait Ad Scams are Devised & Impact Publishers’ Sites

With scammers and bad agents lurking on your site, it is hard to escape clickbait ads in your content. It begs the question: 

• How are clickbait ads getting on sites? 
• What is the impact of such ads on the user experience? 
• What is the effect on the publisher’s brand reputation?

To gain a better understanding, AdMonsters surveyed 148 publishers about their experience with the clickbait epidemic. Unfortunately, 69% of respondents said they found clickbait ads on their site despite their efforts to prevent it. Read more.

Opportunities to Drive RevOps Efficiency

Amid an ad spend slowdown, one of publishers top priorities is driving revenue efficiently. 

Publishers are well aware that creating efficient revenue practices is a multilayered process. It includes improving the quality of programmatic ads to attract premium advertisers, allowing consumers to report poor ads and acting on those concerns and streamlining the direct sale asset management process. 

Want to know other publishers’ thoughts? This playbook is tailor made for you. Read more.

The post AdMonsters 2022 Premium Playbook Pack appeared first on AdMonsters.

It’s not merely a question of finding more advertisers to run campaigns on their sites. Publishers are keenly aware that maximizing revenue is a multi-pronged effort that involves:

• Improving overall programmatic ad quality in order to attract more premium advertisers
• Enabling users to report poor ads and ensuring such issues are addressed
• Streamlining the direct sale asset management process so that fewer problems arise and less manual work is required

But their efforts are often thwarted by a lack of automation within their workflows. 0% of survey respondents said their team’s workflows are fully automated (although 46% said they were “somewhat” automated). This lack of automation leads to revenue strategy decisions that are based on gut feeling rather than data. Publishers sever relationships with SSPs or DSPs rather than fix problems, leading to higher rates of unsold inventory and blindspots throughout the industry.

Enter your email to download your free copy of Opportunities to Drive RevOps Efficiency below! 

This playbook, created in partnership with GeoEdge, will dive into the results of our survey, highlighting both the challenges and solutions. 

The post Opportunities to Drive RevOps Efficiency appeared first on AdMonsters.

Specifically, do they have the tools they need to ensure the ads that appear on their sites meet their brand’s standards, and whether they spend too much time managing the process?

Take our 5-minute State of Publisher Rev Ops Efficiency Survey

This survey and report — to be published in conjunction with GeoEdge on AdMonsters.com as a Playbook — will explore the publisher’s ability to fully monetize their sites while maintaining strong brand standards while driving efficiency in their Rev Ops and AdOps teams. In the final report, we will also provide tips and best practices that you can put into practice in your business right away.

Take the Survey Now!

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To better understand the extent of the problem, we surveyed 148 publishers about their experiences with clickbait ads on their sites. A key goal is to understand why it occurs and whether or not publishers have the tools they need to eradicate it from their properties.

Our survey found that 69% of publishers report clickbait ads appearing on their sites, despite their best efforts to screen for them.

Enter your email to download your free copy of How Clickbait Ad Scams are Devised & Impact Publishers’ Sites below!

This playbook, created in partnership with GeoEdge, will dive into the results of our survey, highlighting both the challenges and solutions. 

The post AdMonsters Playbook: How Clickbait Ad Scams are Devised & Impact Publishers’ Sites appeared first on AdMonsters.