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!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in