As we know, websites get advertisements through an automated programmatic buying system. At times, unscrupulous online advertisers take advantage of this system to promote scams or malware to millions of people.

In programmatic, there are demand-side platforms (DSPs) for advertisers allowing companies to buy ad space. There are supply-side platforms (SSPs) which work with websites to make the ad space available on their pages. It is a question of matching the websites and users with specific ads. There are ad tech companies which decide the ads to be shown through real-time bidding auction. On a website, if there is space for an ad, the SSP will call for bids for ads from DSPs through an auction. The system is handled by on ad exchange. The DSP will decide which specific ad in their inventory best matches the particular user, and submits a bid. The winning bidder gets to place the ad. All this happens in milliseconds.

Unscruplous advertisers exploit the above programmatic system to send scams and links to malware to several million users on any website.

Some checks have been put in place. Ad networks, SSPs and DSPs have content policies which restrict harmful ads, e.g. Google Ads forbids illegal and hazardous products, inappropriate content, phishing, clickbait, false advertising and imagery. Some networks may not have strict policies. Native advertising is used which mimics the website.

Websites too can block specific advertisers. However, unscrupulous advertisers counter these measures.