company names mentioned herein are for identification and educational purposes only and are the property of, and may be trademarks of, their respective owners.

1. WHITEPAPER
The Murky Waters of the Internet:
Anatomy of Malvertising and Other e-Threats

2. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
Table of Contents
ABSTRACT:............................................................................................................................................................... 3
1. MALVERTISING AND FRIENDS: THE DISSECTION ............................................................................................ 4
2. INTERNAL STRUCTURE: CATEGORIES............................................................................................................... 6
3. COUNTRIES OF ORIGIN..................................................................................................................................... 14
CONCLUSIONS ..................................................................................................................................................... 15
AUTHORS:
Bianca Stanescu – Bitdefender Communication Specialist
Ionut Radu – Bitdefender Online Threats Developer
Cornel Radu – Bitdefender Online Threats Developer
[2]

3. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
ABSTRACT:
Reputable companies are not the only clients of advertising platforms. Scammers are doing their
best to tap more of the commercial market. Almost 10 billion ad impressions were compromised by
malvertising in 2012, according to the Online Trust Alliance.
1
Millions of users worldwide are exposed to malware, spam, phishing or fraud (scams), and even the
most tech-savvy users can become victims. Over 100 advertising networks are serving compromised
display advertising, and malvertising incidents increased by more than 250% from Q1 2010 to Q2
2010, the OTA showed. At the same time, more than one million sites carry advertising from over
300 ad networks and exchanges, according to the IAB. If we compare figures, this means that one
in three ad networks may be serving malvertising.
2
Because such attack vectors are likely to develop in the future, a Bitdefender team decided to
investigate the anatomy of malvertising and other e-threats injected in legitimate ad networks: fraud,
spam and phishing.
We first explained the dissection process, then focused on the internal structure and web categories
of the baits injected by scammers into legitimate advertisements. The results confirm that business
and computer and software landing pages are even more lucrative than pornography.
The research also retrieved the countries where the scammy domains were registered. Some actually
belong to those countries, while others are just misplacements that cyber-criminals use to avoid
detection and law enforcement.
After drawing an alarm signal on the evolving phenomenon of malvertising, the document also offers
some guidelines to help users and advertisers avoid these e-threats. By knowing more about the
anatomy of malvertising, companies, security experts and users can better fight these emerging
security threats.
The main findings of the paper are based on the Bitdefender technologies that instantly block
phishing and fraud attempts after extracting and analyzing dangerous URLs in real time. In 2013, the
security software won an Advanced+ award from AV-Comparatives and, in 2012, was proven the
best in the industry at detecting phishing attempts after testing by the same independent analysis
firm. The antivirus leader blocks 98% percent of phishing attempts that target users of PayPal, eBay,
numerous online banks, social networks, online gaming sites, credit card data and more.
[3]

4. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
1. MALVERTISING AND FRIENDS: THE DISSECTION
Malicious advertising, or malvertising, allows cyber-criminals to spread malicious files through online
publicity. In September 2009, New York Times readers were redirected to a site hosting malware
because of an injected ad. One year later, TweetMeme (which closed its doors in 2012) also suffered
a scareware attack because of malvertising. These popular examples show that malvertising has
become one of the most dangerous e-threats, as it can easily spread across a large number of
legitimate websites without compromising them directly. Moreover, silent malvertising allows
scammers to infect users with no clicking or direct interaction.
To extend the definition, spamvertising, fraudvertising, and phishvertising are used to spread spam,
fraudulent, and phishing URLs through legitimate online advertising networks and webpages.
By visiting websites affected by malvertising and other scams, users risk infection. According to the
Online Trust Alliance , cyber-criminals have two main methods to exploit advertising.
3
“An increasing trend has been to create a fictitious identity and ‘front’ purporting to be a legitimate
advertiser or advertising agency,” the OTA said. “They provide upfront payment and often approach
unsuspecting partners with the urgency of a breaking ad campaign. They simply provide the ad
creative which appear legitimate on the surface.”
The second and more “traditional approach” is to breach a vulnerable server to obtain credentials
and then compromise legitimate ads to stay undetected. According to our research, these are the
most common methods used by cyber-criminals to place malicious code through advertisements:
• Pop-up ads for fictive downloads, such as computer and software (fake movie players, toolbars,
plugins and media converters);
• Hidden and obfuscated JavaScript code;
• Malicious banners;
• Third-party advertisements through sublet ad networks and Content Delivery Networks;
• Using iframes to embed malware and to avoid detection.
These fairly new phenomena are harder to combat because cyber-criminals take advantage of two
key features of Internet advertising:
· Dynamism: online advertising is a versatile medium that allows scammers to stay undetected,
as web page content changes regularly. This open system relies on multiple parties, including
advertisers, ad networks, ad exchanges, ad services and site publishers, so cyber-criminals
can obscure their trail.
· Externalization: companies pay ad networks to distribute ads on their websites without
knowing their content and purpose. This allows cyber-criminals to pose as legitimate clients.
Some fraudulent commercials also appear because big ad networks sublet some advertorial
space to third-parties, usually smaller platforms. In this process, the smaller networks end up
placing malicious ads on reputable web sites.
Our dissection on malvertising and other e-threats ran between 23 July and 24 August 2013, when
the research team randomly selected over 70,000 ads served on nearly 150,000 web sites on the
greyer area of the Internet. To select the ads, we scanned search engines for over 50 relevant
search terms such as download cracks, lose weight now, earn money at home, free movies, free
music, games, and torrents, that regular users look for. Because ads are chameleon-like, changing
regularly, we also retested the web pages for new commercials to increase our data base.
Out of the total number of ads, 41,400 advertisements led to the same number of landing pages
with non-identical URLs. Some were composed of the same domain and path, but with different
[4]

5. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
parameters. These parameters help ad networks retrieve information on user behavior, such as the
web site that initially brought users to click on the ad.
To analyze the malware, fraud, spam and phishing prevalence, we had to put the domains under the
magnifying glass. We discovered that only 15,037 unique domains were hosting the 41,400 landing
pages, which means that malvertisers and “friends” place the same baits on different web sites for
increased efficiency.
We designed a script to open the URLs with a browser emulator that simulated user behavior
by clicking on the ads and retrieving the landing pages automatically. We have also retained the
redirection chain, as most ads redirect users to two or three other web sites, which register them
as visitors to bring extra revenue to the publishers. According to our data, the bad ads usually have
more redirects than good or neutral ads.
We analyzed the initial page (client page), from the first URLs where they were redirecting to the final
landing page. After we concatenated the landing pages and applied an MD5 algorithm, we obtained
the unique list of signatures. We scanned them with the Bitdefender engines to check if they are
blacklisted. Almost 7 per cent of the landing pages analyzed was misleading, infecting users with
malware or targeting them with fraud, spam and phishing. The neutral ads represented 46%, a
percentage point less than the good ones.
4
Figure 1: Distribution of good, bad and neutral ads
After checking the reasons for blacklisting by the Bitdefender engines, we discovered most dangerous
landing pages that were advertised on multiple web sites were fraudulent URLs luring readers with
fake software, business and financial offers. After this dominant category, spam (14.89%) and
malware (14.52%) also target advertising platforms, followed by phishing, which helps scammers
gain money or personal data by mimicking web sites of legitimate companies. With only 4 per cent
prevalence, phishing is spread less through advertising networks because users are more securitysavvy than before.
In 2012, an analysis on malicious Facebook domains published by The Virus Bulletin also showed
that phishing is less distributed on the social network. The research on over 20,000 domains revealed
that cyber-criminals prefer more effective weapons, such as malware (54%) and fraud (34%), followed
by spam (11%) and phishing (1%), as a last variant.
5
Some analyzed landing pages belong to several categories. The most common combination cybercriminals abuse is phishing with a “sense” of malware. In this way, if they don’t get users’ money
and personal data through the phishing attack, they install malicious files on the system for similar
or worse repercussions. Because of potential and future security threats, Bitdefender also classified
over 9 per cent of the analyzed web pages as untrusted.
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6. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
Figure 2: Different types of advertising security threats and their distribution
2. INTERNAL STRUCTURE: CATEGORIES
To determine the internal structure of malvertising and other e-threats, and to distinguish the
relationships of its components, we retrieved the web categories of dangerous landing pages. Our
research shows that malvertisers make more money out of computer & software, business and
health categories, than out of pornography.
Figure 3: Most dangerous web categories promoted via malvertising and other e-threats
Similar research this year also showed that online advertising is more likely to spread malware than
porn is. According to Cisco’s 2013 Annual Security Report , online advertisements are the riskiest of
all: 182 times more likely to infect users with malware than searching the Internet for adult content.
The report also revealed that the highest concentration of online security threats is found not among
pornography, pharmaceutical, or gambling sites, but on major search engines, retail pages, and
social networks.
6
7
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7. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
The landing web pages were assigned to one of 19 categories, based either on the category of
the domain or on the content of that specific web page. For instance, a personal blog hosted on a
blogging platform will be categorized as a blog, but it could also be categorized as a gambling page,
based on its content.
These categories are based on the background scanning of Bitdefender technologies, which
overcame the limits of standard blacklisting, by classifying domains into 43 categories. That allows
the webfiltering module to develop intelligent and human-independent filtering techniques that
provide more accurate ratings and work faster.
Non-profitable web categories that scammers don’t usually promote through malvertising include
advice (forums), blogs, drugs, education, hacking, and hate websites. This last niche category
covers websites that encourage violence or racism. Usually blocked by parental control software,
this category includes websites that promote religious or sex discrimination, violence, xenophobic
content, and terrorism.
Here are the most lucrative web categories promoted through malware, spam, fraud and phishing
placed on legitimate ad networks, with recent screenshots and a short description for each of them.
1. Business: 20.73%
This dominant malvertising category covers
websites that promote private businesses
(corporate websites). The results made it the
most popular web category because fraudsters
create sites that pose as legitimate businesses
and target users with fake offers, usually at very
low prices.
Unlike phishing web sites created by breaching
vulnerable web sites or domains, fraud is better
crafted and has web pages registered for longer
period of times. Because they can easily be
mistaken for authentic companies, it takes longer
before they are taken down, so their uptime is
higher than that of phishing attacks .
8
Examples of fraudvertising include fake offers
for online garage sales, web hosting or satellite
services.
2. Computers and software: 20.29%
This category covers websites that provide
computer information, software or internetrelated services. Malvertising in this category
included a fake Disney website that promoted
sexually explicit cartoons. Other dangerous ads
led users to fictive downloading for SEO plugins,
video convertors and cursors.
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8. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
3. Gambling: 12.84%
This category covers online casino or lottery
websites, which usually require money transfer
before users can gamble. Dangerous landing
pages found on ad networks trick users into
sending their money and personal data with
no chance to win. “Gambling” web pages also
include “beating tips and cheats” web sites,
which describe how to make money this way.
4. Health: 12.7%
The fourth popular malvertising category typically
covers websites associated with medical
institutions, disease prevention and treatment,
and websites that promote weight loss and
pharmaceutical products, diets, etc. Malicious
ads in this category offer miraculous tricks for
“a tiny belly,” fraudulent detox medication and
weight loss advice presented in the form of news.
5. News: 9.97%
This category covers news websites that provide
journalistic text, video content or newsletter
services. It includes both global and local news
websites. Our research showed that one in 10
dangerous landing pages were offering content
presented as news. Typical fraudvertising cases
include fake newsletter offers and weight-loss
tips presented by a medical news “reporter.”
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9. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
6. File Sharing: 5.54%
This category includes web pages that allow
users to share or store files online. Some dubious
websites promoted through advertising are used
for fraud, identity theft or malware infections, after
luring users with fictitious software downloads.
7. Pornography: 5%
This category typically covers websites containing erotic and pornographic content (text, pictures
or video). For accurate blacklisting, it may also detect erotic content on mixed websites classified in
multiple categories.
8. Games: 4.78%
This category covers websites with game
presentations, reviews, and online games such
as Flash-based applications. It also includes
websites that offer the possibility of buying or
downloading non-browser based games. Nonlegitimate game websites promoted through
malvertising lead users to fake downloads and
fraudulent surveys.
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10. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
9. Illegal: 2.5%
This category covers websites related to software
piracy, including peer-to-peer and tracker websites
known as distribution channels for copyright
content, pirated commercial software websites
and discussion boards, as well as websites
providing cracks, key generators and serial
numbers for illegal software use. Illegal websites
promoted through advertisements may lead users
to malicious downloads and fraudulent URLs.
10. Job Search: 2%
This category covers websites presenting job
boards, job-related classified ads and career
opportunities, as well as aggregators of such
services. In the case of malvertising and other
e-threats, the most common traps are job scams
that ask users for money and personal details
so they can follow their “American dream.”
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11. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
11. Online Shop: 1.76%
This category includes online stores and platforms
that sell different goods or services. The typical
threat infiltrating legitimate ad networks is once
again fraud - scammers put up fake shops,
register them on reputable TLDs such as “.com”
and even design them better than some authentic
ones. Poorly crafted online shops may also be
breached by phishers, who can then steal users’
money and sensitive data.
12. Online Dating: 0.74%
This category typically covers paid or free
websites where users register to find a dating
partner or a new relationship. An extension of the
social networks category, online dating is typically
misused to steal users’ personal details and to
help social engineers craft human data bases.
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12. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
13. Financial (Banks): 0.73%
This category covers the websites of all banks and
financial institutions, including loan companies,
credit card agencies, and companies in charge
of brokerage of securities or other financial
contracts. One recent scam promoted through
malvertising was a fake loan web site that got
almost 200,000 Facebook likes.
14. Travel: 0.25%
This category covers websites that offer travel
facilities and equipment as well as destination
reviews and ratings. Anti-fraud technologies
blacklist fake websites in this category if they
discover they were registered to trick users with
fraudulent offers. Recently, a Dubai promotion
web site was being advertised through malicious
techniques.
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13. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
15. Portals 0.19%
This category covers websites that aggregate
information from various sources and domains.
Portals also offer features such as search engines,
e-mail, news and entertainment information.
Here’s how a recent malvertised portal looked:
16. Instant Messaging: 0.08%
This category covers websites where users can chat in real time or download IM software. Such
websites may be included in several other categories, such as pornography.
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14. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
17. Webmail (0.06%), Entertainment (0.04%), Social Networks (0.04%)
These three less popular malvertising categories cover websites that provide e-mail functionality as
web applications, websites that provide information related to artistic activities, and social media
websites.
3. COUNTRIES OF ORIGIN
Research on ad networks also showed the top countries of origin for malvertising web sites. Most
malvertising and other e-threats originate from the US, the Netherlands and Canada. This doesn’t
necessarily mean that cyber-criminals are residents of those countries, as they can easily register
web sites in any place they want to hide from law enforcement. We also discovered malicious web
sites registered in remote islands.
Figure 3: Countries of origin for Malvertising and other e-threats
GUIDELINES
To lessen the chances of getting tricked by malicious and fraudulent advertisements, users and ad
networks can take several precautions:
Before activating commercials on their web sites, companies and ad networks should carefully check
their origin and legitimacy.
To verify if a website is authentic, users and companies can look for WhoIS information to see if
the web page is hosted in the country where the company is based. Most fraudulent web sites are
registered for just a year, and this can also be a sign. Also, if a website was created from a private
e-mail address such as contact@privacyprotect.org or john@yahoo.com, it’s almost certainly a scam.
To prevent malvertising effects, keep your antivirus updated, together with your operating system
and other software. Dangerous websites inserted in advertising platforms can’t download malicious
files if a security solution is installed and up to date.
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15. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
CONCLUSIONS
Research showed that almost 7 per cent of landing pages multiplying on advertising platforms
pose serious dangers to computer users. The most dominant malicious category of all malvertising
e-threats is fraud, which takes the form of fake software offers, business and financial scams. In
addition, users are targeted by malware injected in legitimate ads, which helps cyber-criminals stay
undetected longer. By using their baits on multiple advertising platforms, scammers also multiply
their chances of making money with minimal effort.
Another pertinent conclusion is that the highest concentration of online security threats promoted
through advertising are found not among pornography and online dating, but on business and
computer websites.
In conclusion, users and other stakeholders should be more careful when dealing with online
advertisements. If the inner structure of the system continues to be this open, with so many parties
involved and without firm security scanning, cyber-criminals will take advantage more often of
companies, advertising platforms and end-users.
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16. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
REFERENCES:
DAMIAN, Alin, Understanding the domains involved in malicious activity on Facebook, Copyright
© 2012 Virus Bulletin, http://www.virusbtn.com/virusbulletin/archive/2012/06/vb201206-Facebook,
June 2012
DIMA, Bianca, DAMIAN, Alin, “Phishing and fraud: the make-believe industry”, Copyright © 2013
Virus Bulletin, http://www.virusbtn.com/virusbulletin/archive/2012/06/vb201206-Facebook, April
2012,
Cisco 2013 Annual Security Report (ASR), https://grs.cisco.com/grsx/cust/grsCustomerSurvey.
html?SurveyCode=6653&KeyCode=000204094
MLOT, Stephanie, “Online Advertising More Likely to Spread Malware than Porn”, February 1, 2013,
http://www.pcmag.com/article2/0,2817,2415009,00.asp.
Online Trust Alliance, “Anti-Malvertising Resources”, 29-07-2012 https://otalliance.org/resources/
malvertising.html
Online Trust Alliance, Voluntary Anti-Malvertising Guidelines & Best Practices Helping to Combat
Malvertising and Preserve Trust in Interactive Advertising, https://otalliance.org/docs/OTA_guidlines_
final10_18.pdf5-5.
(Endnotes)
1 Online Trust Alliance (2012-07-29), “Anti-Malvertising Resources”. Retrieved 2013-25-5.
https://otalliance.org/resources/malvertising.html
2 Voluntary Anti-Malvertising Guidelines & Best Practices Helping to Combat Malvertising and Preserve Trust in
Interactive Advertising, https://otalliance.org/docs/OTA_guidlines_final10_18.pdf, Retrieved 2013-25-5.
3 idem
4 The web sites were considered neutral because there wasn’t sufficient data to classify them otherwise, as they only
had a few visitors and no user ratings.
5 DAMIAN, Alin, Understanding the domains involved in malicious activity on Facebook, Copyright © 2012 Virus
Bulletin, http://www.virusbtn.com/virusbulletin/archive/2012/06/vb201206-Facebook, June 2012, Retrieved 2013-29-09.
6 Cisco 2013 Annual Security Report (ASR), Retrieved 2013-29-09.
https://grs.cisco.com/grsx/cust/grsCustomerSurvey.html?SurveyCode=6653&KeyCode=000204094
7 Stephanie Mlot February 1, 2013, Online Advertising More Likely to Spread Malware Than Porn
http://www.pcmag.com/article2/0,2817,2415009,00.asp, Retrieved 2013-29-09.
8 DIMA, Bianca, DAMIAN, Alin, “Phishing and fraud: the make-believe industry”, Copyright © 2013 Virus Bulletin,
http://www.virusbtn.com/virusbulletin/archive/2012/06/vb201206-Facebook, April 2012, Retrieved 2013-29-09.
http://www.virusbtn.com/virusbulletin/archive/2013/04/vb201304-phishing-fraud
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17. The Murky Waters of the Internet: Anatomy of Malvertising and Other e-Threats
[17]

18. All product and company names mentioned herein are for identification purposes only and are the property of,
and may be trademarks of, their respective owners.
About Bitdefender
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alliances, distributors and reseller partners. Since 2001, Bitdefender has consistently produced award-winning security technology, for
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