Adware in Marketing: A Basic Overview

What is an adware?

An adware is a software, that supports and provides advertisements. These advertisements are the source of revenues for their author.

Adware software is often downloaded together with different programs and people usually do not realize it. It is automatically included in the installation. An Adware software can also be known as malware or spyware, because it collects information about the user and then shows undesired advertisements.

Adware operates by embedding itself in software applications or exploiting vulnerabilities in a device’s operating system. Once installed, it serves advertisements directly within the application or through separate pop-ups. The creators of adware profit through various models such as pay-per-click (PPC), pay-per-view (PPV), and pay-per-install (PPI). Additionally, adware can collect data on users’ browsing habits and locations to tailor advertisements and sell this information to third parties, raising privacy concerns.

Types of Adware

Adware can be categorized based on its execution and user consent:

• Legitimate Adware: This type is downloaded with user consent, often as a trade-off for using free software. It is generally considered legal and non-intrusive, helping developers recover costs or offer products at reduced prices.
• Potentially Unwanted Applications (PUAs): These programs might be installed unknowingly and can range from benign to malicious. They often include unwanted ads or additional software that the user did not explicitly agree to install.
• Malicious Adware: Designed to deceive users, this type of adware often installs without consent and can deliver malware. It is deemed illegal and poses significant security risks.

Platforms Affected by Adware

Adware is not confined to personal computers; it also affects mobile devices, especially those running Android operating systems. Mobile adware often embeds itself within apps downloaded from third-party app stores, potentially leading to relentless ads, data collection, or unauthorized subscriptions to premium services.

Adware vs. Malware

While adware is often classified under the broader category of malware due to its intrusive nature, not all adware is harmful. The distinction lies in user consent and the presence of malicious intent. Malware includes a wide range of malicious software such as spyware, viruses, and ransomware, whereas adware primarily focuses on generating advertising revenue.

Identifying Adware

Signs of Adware Infection

Detecting adware is often straightforward due to its disruptive nature. Common symptoms include:

• Sudden changes in the web browser’s homepage or search engine.
• An influx of pop-up ads, even when not browsing the internet.
• Slower device performance and frequent crashes.
• The appearance of new toolbars, extensions, or plugins.
• Redirected searches and unexpected browser behavior.

Adware on Mobile Devices

On mobile devices, signs of adware include:

• Decreased battery life.
• Increased data usage and unexpected charges.
• Apps behaving erratically or installing without user consent.
• Persistent ads appearing outside of the app environment.

Managing Adware

How to Remove Adware

Removing adware involves several steps, depending on the severity of the infection:

1. Manual Removal: Users can attempt to identify and uninstall suspicious applications. However, this method may not remove all components, especially if the adware has rootkit capabilities.
2. Antivirus Software: Installing reputable antivirus software with adware detection can effectively scan and remove unwanted programs. Ensure that the adware detection feature is enabled.
3. Safe Mode for Mobile Devices: On Android devices, restarting in safe mode can help identify and remove malicious apps.
4. Professional Services: For persistent infections, professional malware removal services may be necessary.

Preventing Adware

Prevention is the most effective strategy against adware. Best practices include:

• Download from Trusted Sources: Only install applications from reputable sources and official app stores.
• Read Terms and Conditions: Carefully review software agreements to understand what is being installed.
• Use Adblockers: Adblockers can prevent unwanted ads from appearing while browsing.
• Keep Software Updated: Regularly update applications and operating systems to patch security vulnerabilities.
• Cautious Browsing: Avoid clicking on suspicious ads or visiting untrusted websites.

Legal and Ethical Considerations

The legality of adware largely depends on user consent and the transparency of its installation. While legitimate adware respects privacy and provides users with an option to opt-out, malicious adware violates privacy laws and is often used for fraudulent purposes. Many jurisdictions have enacted laws to combat illegal adware practices, emphasizing the importance of user consent and data protection.