Google among ad networks doing business with shady injector services

Rogue web plug-ins that inject their own content over the top of legitimate ads are still in widespread use by unscrupulous advertisers and Google, Yahoo and other major networks are keeping them in business, according to a recent study.

An ad injector is usually installed on an end-user's computer as part of a bundle in a free software download, according to Harvard Business School associate professor Ben Edelman and the founder of fraud detection service iPensatori, Wesley Brandi. Once active, the injector can modify the way the user's browser displays web pages, allowing advertisers to slap their own content onto any website they want even if it blocks out existing ads or violates a site's ad policies.

[MORE GOOGLE:Google fixes lengthy, widespread Gmail malfunction]

The companies behind the injectors have substantial advantages over legitimate advertisers, the authors noted injected ads tend to rate well on click-through and conversion analytics, and the fact that the injectors don't have to spend any money creating content of their own makes them even more profitable.

Moreover, the complexity, automation and large number of intermediaries present in the online ad market mean that it can be difficult to detect injector traffic, which means that both those intermediaries and the advertisers themselves may inadvertently contribute to the problem.

"For example, if traffic flows from an injector to intermediary A to B to C to D to an advertiser, the advertiser may never be told that it is actually buying injector traffic rather than (or in addition to) placements in genuine web sites," the study said.

Mainstream exchanges, advertisers and networks generally claim that they do not do business with injectors but Edelman and Brandi found that this claim is frequently untrue. The authors' observations of Google, Yahoo, AppNexus and Advertising.com, among many others, demonstrated that they do indeed handle injector traffic.

"Our data reveals a stark disconnect between advertising industry claims and actual practices," they wrote.

Speaking to Network World, Edelman urged ad exchanges to take a firmer stand against injectors, characterizing the practice as "stealing from publishers."

"There are more things they could be doing," he says. "One, having an official policy. Two, bringing that policy to everyone's attention any ad network selling any inventory through a Google ad exchange or an AppNexus ad exchange, they're privy to all kinds of terms and conditions."

While the sums of money involved in ad injection likely don't mean much to Google court filings show that one major ad injector called Sambreel was taking in about $8 million a month as of November 2011 they're hardly small potatoes to most other companies.

"This is still just an annoying flea to Google, it's not an important part of their business. But to an advertiser, it can be very important," Edelman says.

Google had not responded to requests for comment at the time this article was published.

Email Jon Gold at jgold@nww.com and follow him on Twitter at @NWWJonGold.

Read more about wide area network in Network World's Wide Area Network section.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in