Malvertising is malicious content delivered through online advertising. It can appear in an ad on an otherwise legitimate website, redirect your browser, or try to trick you into opening a harmful link or downloading software. Some malicious ads may trigger harmful behavior without a click, but that does not mean every ad or redirect infects a device.
What malvertising means
The term combines “malicious” and “advertising.” It describes harmful content or delivery through an online ad, rather than ordinary advertising or software already installed on a device. An attacker may get malicious content into an advertising network, after which it can appear on a legitimate publisher’s site. The page itself may be trustworthy even when an ad slot or the destination it opens is not. CISA’s federal guidance and Microsoft’s SmartScreen FAQ describe this ad-network-to-legitimate-site risk.
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Malvertising is not synonymous with adware. Adware is software on a device that displays or supports unwanted advertising; malvertising refers to harmful advertising content or its delivery. A disruptive ad may be annoying without being malicious, and a redirect alone does not prove the device is infected.
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How malicious ads can reach or affect you
Unexpected redirects
An ad slot can send a browser to an unfamiliar page instead of the expected destination. Google identifies automatic redirects as a malvertising behavior. Close the unexpected tab rather than interacting with the destination. Google’s Authorized Buyers guidance explains that ads may redirect automatically or show pop-ups when they render.
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Fake warnings, offers, and downloads
A deceptive ad or pop-up may imitate a security warning, offer software, or urge you to call a number, enter information, or download a file. These tactics seek to persuade you to take an action; a page claiming your device is infected is not proof that it is. The FTC advises consumers not to download software from an ad. Its instruction is to avoid clicking the ad and instead type the software publisher’s address into the browser. Microsoft’s consumer explainer describes common deceptive-ad patterns, and the FTC’s malware guidance covers safe software habits.
Hidden scripts or payloads
Some malicious ads may use scripts or other delivery paths to attempt harmful activity without a click, including by exploiting a browser vulnerability or weak configuration. CISA’s guidance for non-federal organizations notes that compromise can occur without an ad click. That possibility is not universal: many malicious ads depend on a person clicking, downloading, or otherwise engaging. CISA’s non-federal guidance discusses this risk.
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Can an ad infect your device without clicking?
It is possible in some circumstances, but not every malicious ad works that way. A no-click attack may depend on a browser or operating-system vulnerability, or a weak configuration that lets ad content trigger harmful behavior. Keeping software current reduces exposure to known vulnerabilities, but no single protection guarantees that every attack will be blocked.
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More commonly, an ad may try to redirect you or persuade you to click, provide information, call a number, or install a file. A redirect or pop-up is a warning sign to stop interacting, not a diagnosis of infection.
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How to reduce malvertising risk
Keep software updated
Install updates for your operating system, browser, and security software. Updates can address known security weaknesses that malicious content might otherwise exploit. The CISA federal guide emphasizes browser security, while the FTC recommends keeping security software current.
Use browser protections and consider ad blocking
Use secure browser settings and consider a reputable ad blocker as one protective layer. CISA recommends browser hardening and advertisement blocking. These controls can reduce exposure to malicious ads, but they do not remove all phishing, malware, or unsafe-download risks. CISA also discusses browser isolation, which is more likely to be relevant in managed organizational environments than for a typical home user. CISA’s recommendations summary describes these control categories.
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Use network filtering where appropriate
Protective DNS, web filtering, proxies, firewalls, and centralized DNS controls can help organizations block known harmful destinations or limit exposure. These are optional network-level measures, not infrastructure every home user needs to set up. Their effectiveness depends on configuration and maintenance; they are not a guarantee against every malicious ad.
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- Do not download software by clicking an advertisement. Navigate to the publisher’s known website yourself.
- If an ad opens an unexpected page or pop-up, close the tab without clicking its buttons or calling a number shown there.
- Do not enter passwords or payment details into a page reached through an unexpected ad.
What to do after clicking a suspicious ad
A click by itself does not establish that malware was installed. If you only saw an unexpected page and did not download a file, enter credentials, or grant access, close the page and watch for unusual behavior. If you downloaded or opened a file, entered account information, or suspect the device is compromised, take the following steps.
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- Stop using the potentially affected device to access sensitive accounts. If you think it may be monitored, use a separate, trusted device for account recovery.
- Update security software and run a scan. Follow the security software’s instructions for handling anything it detects.
- Change exposed passwords from a trusted device. Prioritize email, financial, and other important accounts, and enable two-factor authentication where available.
- Get help from a source you already trust. If you cannot remove the problem, contact the device manufacturer or a support provider you already know and trust; do not rely on a phone number in a pop-up.
- Report suspected malware-spreading ads or websites to the FTC. Its ReportFraud.ftc.gov portal accepts reports.
The FTC lists unexpected redirects, new toolbars or add-ons, and unusually frequent pop-ups among possible malware symptoms. These are clues, not proof that malvertising caused the issue. See the FTC’s signs and response advice.
Choosing protections by the layer they cover
Protection tools address different parts of the risk. The official guidance supports these categories, but does not rank consumer products or promise that one measure blocks every attack.
Quick Recap
| Protection layer | What it can address | Practical consideration |
|---|---|---|
| Browser and operating-system updates | Known vulnerabilities and weaknesses in software | Keep updates enabled or install them promptly. |
| Browser settings and ad blocking | Some unwanted or malicious ad content and behaviors | Compatibility varies; blocking ads does not eliminate phishing or unsafe downloads. |
| Security software | Scanning for or responding to some malicious files and activity | Keep it updated and use its scan and remediation guidance. |
| Protective DNS and web filtering | Access to known harmful destinations at the network level | Often managed by an organization; configuration and upkeep matter. |
| Browser isolation | Limits interaction between browser activity and the underlying system | Primarily an organizational control that may require administration. |
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