Domain spoofing can cost advertisers up to $1 million in lost revenue per month. It’s something you usually don’t know is going on, until your budget runs out with no return for your campaign. While the term “spoofing” is commonly associated with email domain spoofing and phishing campaigns, URL spoofing is a threat specific to companies engaging in online advertising.
How do you define spoofing as it relates to online advertising? What’s the impact of spoofing on companies looking to advertise online? How can you spot domain spoofing and thwart it?
Let’s examine how to prevent becoming a victim of this.
A basic spoofing definition for online advertising would be when a publisher declares in the real-time bidding (RTB) that an ad will run on a specific domain, but is actually set to appear on a different, less favorable website. Fraudsters try to profit from the domains of reputable publishers, so what you see isn’t always what you get.
The point of domain spoofing is that the actual domain of a website is hidden from the viewer. On the surface, the URL will look like it hosts a reputable site, but it’s really a trick (i.e., a “spoof”). So, while you think you’re bidding on a reputable website, your ad will show up someplace much different.
A fake URL example might be something like ABCCompany1.com when the real company’s website is ABCCompany.com.
If a fraudulent publisher is spoofing their domain, it’s probably not the cleanest site. If the ad appears next to inappropriate or controversial material, it can create some major brand safety issues. For example, imagine if a Warner Bros ad was running on an illegal streaming site.
Domain spoofing isn’t necessarily fraudulent traffic, because the person on the other end may be real, but your ad is being shown on a different site (and to a different audience) than what you originally bid for.
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The term “domain spoofing” may spark some confusion since it is commonly associated with email spoofing instead of website spoofing. The primary difference between email domain spoofing and website spoofing is what is being spoofed.
In website domain name spoofing, the information being faked is the URL of the website. URL spoofers commonly try to pass off one website as another. Entire fake websites might be created as part of a website spoofing campaign.
In email domain name spoofing, on the other hand, malicious actors are typically trying to trick someone into thinking that a specific email came from a different domain or account than the sender’s actual email.
For example, a spoofed email address might read email@example.com instead of firstname.lastname@example.org.
Where website URL spoofing seeks to trick businesses into falling for ad fraud, phishing campaigns use email domain spoofing to make their targets take a variety of actions (such as approving fake invoices, surrendering user login or account details, or downloading malware) as part of a larger fraud campaign or cyberattack.
Domain spoofing differs from traditional ad fraud that involves fraudulent traffic. But that doesn’t mean it isn’t hurting your brand. If you’ve been defrauded, your campaign won’t be optimized for search engines. This ultimately hurts your SEO.
Related Post: How Ad Fraud Affects Your Brand Safety
And besides the aforementioned brand safety issues, domain spoofing can potentially hurt you by lowering consumer trust and draining your ad budget. You won’t want a potential customer seeing your ad next to any sketchy material. And remember: Because there's no legislation on ad fraud, fraudsters get to pocket what they steal.
Domain spoofing is more damaging than just a few lost impressions; if you’re a victim of domain spoofing, your reputation is on the line.
You might be a victim of domain spoofing if you see any of these five signs.
When bidding for ad placement, make sure you know your publisher. Ask for transparency and check to make sure they are who they say they are.
This might seem obvious, but fraud can sometimes be difficult to spot. Stick to what you know and avoid any questionable publishers.
Related Post: What You Need to Know About ads.txt
A third-party perspective can be a game changer when looking at data. Someone else might be able to see what you can’t.
Ad fraud solutions are no longer a want, but a need. Investing in an ad fraud solution can help you identify domain spoofing before it can hurt your campaign.
Falling victim to domain spoofing can have a lasting impact on your brand, resulting in lost revenue and decreased brand safety and consumer trust. While domain spoofing can be hard to spot, knowing the signs and risks can help you to proactively defend your brand against fraudsters.
There are several distinct kinds of spoofing, including:
URL/Website Spoofing. When a website’s URL is disguised as something else – usually to make a fraudulent website look like a more reputable one.
Email Domain Name Spoofing. When an email’s domain name is faked to make the email look like it is coming from a trustworthy source – often used in phishing campaigns.
Caller ID Spoofing. When someone makes their phone number look like a different phone number during calls. Often used to get around Caller ID blocks or to trick people into answering calls they’d otherwise ignore.
IP Spoofing. When someone hides their computer’s internet protocol (IP) address online to impersonate other users or hide their identity online.
Browser Spoofing. When one web browser spoofs the user agent string of a different type of browser (Chrome, Firefox, Edge, etc.). May result in some web pages not displaying correctly, as some sites use specialized rendering for different browsers. Also known as user agent spoofing.
There are a few different tactics that fraudsters can use URL spoofing for. One fraud strategy is to sell advertising space on websites that the fraudster doesn’t own. So, the business thinks it’s getting a great deal on advertising space on reallypopularwebsite.com, but is really getting ads shown on some dark web site that won’t generate results (and may harm the brand by association).
Another way fraudsters can use URL spoofing is to trick people surfing the web into visiting a fake website that is designed to upload malware or trick the visitor into trying to “sign in” to their account with the legitimate website.
A URL shortener is a solution for taking a really long webpage URL and shrinking it down to something really short. If you’ve seen a bit.ly link, you’ve seen a URL shortener.
There is a legitimate use for URL shorteners, since they can help make links fit more easily into messages where character counts are limited (such as a text or tweet). However, some malicious actors use URL shorteners to disguise their spoofed websites in communications such as emails or social media messages.
In URL spoofing, fraudsters often do something very minor to change the URL of a specific website to make it just different enough that they can claim the domain and set up their fake webpage.
A fake URL example could be something like Arnazon.com instead of Amazon.com – the lowercase “rn” looks like an “m” at a glance and could trick a reader in an email. Others might swap out letters or numbers in a domain name for non-Latin characters that look the same, but aren’t.
Keep an eye out for warning signs like ridiculously low CPM prices, publishers not selling ad space in RTB auctions, ads getting suspiciously low clicks on what should be a high-traffic domain, and suspicious email addresses being used for the publisher’s emails.
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