VERY IMPORTANT

Most online ads are displayed as a result of a chain of trust, from the publishers to the malicious advertiser via ad agencies and/or ad networks. For “traffers” (that is, actors bringing traffic to a malicious destination; for example, exploit kits) that rely on malvertising, one of the goals is to gain access to a high-profile ad network such as DoubleClick, Bing Ads, AdTech or AppNexus. A reputable, high-profile ad network provides traffers with access to higher-quality traffic, and the more reputable an ad network appears, the easier it is for traffers to reach this target traffic.