The Dark Alleys of Madison Avenue

Apostolis Zarras, Alexandros Kapravelos, Gianluca Stringhini, Thorsten Holz, Christopher Kruegel, Giovanni Vigna
2014 Proceedings of the 2014 Conference on Internet Measurement Conference - IMC '14  
Online advertising drives the economy of the World Wide Web. Modern websites of any size and popularity include advertisements to monetize visits from their users. To this end, they assign an area of their web page to an advertising company (so called ad exchange) that will use it to display promotional content. By doing this, the website owner implicitly trusts that the advertising company will offer legitimate content and it will not put the site's visitors at risk of falling victims of
more » ... e campaigns and other scams. In this paper, we perform the first large-scale study of the safety of the advertisements that are encountered by the users on the Web. In particular, we analyze to what extent users are exposed to malicious content through advertisements, and investigate what are the sources of this malicious content. Additionally, we show that some ad exchanges are more prone to serving malicious advertisements than others, probably due to their deficient filtering mechanisms. The observations that we make in this paper shed light on a little studied, yet important, aspect of advertisement networks, and can help both advertisement networks and website owners in securing their web pages and in keeping their visitors safe.
doi:10.1145/2663716.2663719 dblp:conf/imc/ZarrasKSHKV14 fatcat:t6bdfqrdmjgq5l3cgaoi5oa6hy