Glossary/Programmatic/Malvertising
What is malvertising and how do publishers prevent it?
How malicious ads reach legitimate sites, what they do to readers, and how publishers keep them out.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readMalvertising (malicious advertising) is the use of online ads to spread malware, redirect readers to scam pages or steal data, often through the same programmatic systems legitimate ads use.
How malvertising reaches publisher sites
A bad actor buys ads
Often through a less strict reseller or exchange.
The creative looks normal
The harmful code is hidden or switched on later.
Readers are harmed
Forced redirects, fake prize pages or malware downloads.
Common types
| Type | What happens |
|---|---|
| Forced redirects | The reader is sent to a scam page without clicking |
| Fake news ads | Ads that copy real news brands to sell scams |
| Drive-by downloads | Malware delivered through a vulnerable browser |
16 pages for publishers, with a checklist for data, programmatic and direct sales.
How publishers prevent it
Limit demand partners
Work with SSPs and exchanges that screen buyers.
Use creative scanning
Block known bad creatives and redirect code.
Keep ads.txt tight
Only authorize sellers you trust.
Act on reader reports
Capture the ad and report it to the SSP quickly.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
Usually not, but it harms the publisher’s brand, so publishers share the job of blocking it.
Often, which is one reason readers install them. Clean ads reduce that reason.
Capture a screenshot and the landing page, and send them to the SSP that served it.
Rarely. It mostly comes through open programmatic demand.
Related terms
Impressions and clicks not made by real, interested people.
Keeping ads away from harmful content.
The software publishers use to sell impressions.
The technology used to buy, sell and measure ads.
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