Ad BlightAd BlightAd BlightAd Blight

Jonathan HochmanJonathan Hochman

www.HochmanConsultants.comwww.HochmanConsultants.com Twitter.com/Jehochman

Thomas Claburn, January 14, 2009

http://www.informationweek.com/news/internet/ebusiness/showArticle.jhtml?articleID=212900587

Yahoo! called out for deceptive adsYahoo! called out for deceptive ads

Ben Edelman - http://www.benedelman.org/rightmedia-deception/January 14, 2009

“…widespread distribution of deceptive ads also requires another crucial input: intermediary ad networks to broker ad placement and tracking. Key among these intermediaries: Yahoo, whose Right Media marketplace facilitates so much of this traffic that Right Media classifies advertisers' deceptive tactics into dozens of detailed categories. Right Media's detailed ad examination and classification offers a natural opportunity to curtail deceptive online advertising -- but to date, Right Media has chosen instead to let deceptive ads run rampant through its system.”

Bad guys exploit ad networks to spread their memesBad guys exploit ad networks to spread their memes

“By September 2008, Right Media's analysis of deception had been reduced to five kinds of physical deception and four kinds of deceptive language ... For each kind of deception, Right Media offered a clarifying statement and an example banner ad...”

“Right Media offers publishers the ability to allow or deny each of these deceptive categories of advertising.”

Who Who wouldn’twouldn’t opt out of deceptive advertising? opt out of deceptive advertising?

“Media Guard no longer classifies ads into types of "deceptiveness." Instead, Right Media renamed the "deceptiveness" category of characteristics -- now calling those categories "ambiguous or unclear attributes." But Right Media's first classification system was more clear and more straightforward: The listed characteristics are exactly designed to deceive, and Right Media only makes the problem harder to understand by whitewashing its characterization of the ads' effects.”

Yahoo renames “deceptive” to “ambiguous”Yahoo renames “deceptive” to “ambiguous”

Gathering an email list of suckersGathering an email list of suckers

Types of ad blightTypes of ad blight

Bad businessBad business: : ads values != community valuesads values != community values

UnethicalUnethical: : technically legal, but intentionally confusing; technically legal, but intentionally confusing; bad offers; dirty details in the fine print.bad offers; dirty details in the fine print.

IllegalIllegal::malware and outright fraud malware and outright fraud

Does this ad meet network criteria? pass✓Is it a good for this community? fail✗

Bad businessBad business

28 YO Nurse Makes it Big – www.YourCreativeEnergy.com

Get rich quick schemesGet rich quick schemes

“Anyone CAN become a MILLIONAIRE”

– Donald Trump

Landing pageLanding page

Make $50 - $150 Per Hourwww.Kevins-Money-Blog.com

Not an isolated exampleNot an isolated example

Is Kevin trustworthy? Did Google write him a 5k check?

Kevin appears to be an affiliate of this site. Using shill sites helps evade bans.

Google tries to block these ads, but automated restrictions are easily gamed by using “Googl” and “Googgle” instead.

Finally! We learn how the scam works…

…only to get sucked in again.

““Free” Scams Free” Scams

Facebook and the Free Laptop scam – both ads and content

Summary of Terms:  This is an auto renewing subscription service on short code 44999 and available to users over 18 for $9.99 per month on T-Mobile {3 alerts per week}, AT&T, Verizon Wireless, Sprint and Nextel {3 alerts per week}, Virgin Mobile USA (2 alerts per week}, Cellular One, Alltel {5 alerts per week on 89623}, Cincinnati Bell, Centennial Wireless and U.S. Cellular.

The IQ test scam - repeat billing

Ads for tools that generate blight – Twitter FriendBots

Take-awaysTake-awaysScams can be highly profitable. Ads are a Scams can be highly profitable. Ads are a desirable means of distribution.desirable means of distribution.Automated filters help, but professional Automated filters help, but professional scammers will game them.scammers will game them.Users should be empowered to stop bad Users should be empowered to stop bad ads. How to make abuse reporting easy?ads. How to make abuse reporting easy?Web 2.0 could take collective action Web 2.0 could take collective action against bad ads, but who will act as the against bad ads, but who will act as the clearinghouse for complaints?clearinghouse for complaints?The wrong ads can damage the value of The wrong ads can damage the value of community. Community managers should community. Community managers should help select ads.help select ads.

Questions or commentsQuestions or comments

Jonathan HochmanJonathan Hochman

Twitter.com/JehochmanTwitter.com/Jehochman

www.HochmanConsultants.comwww.HochmanConsultants.com