Sketchy ads, like those for miracle weight loss pills and suspicious-looking software, sometimes appear on legitimate, well-regarded websites. It turns out that most websites don’t actually decide who gets to show ads to their viewers. Instead, most sites outsource this task to a complex network of advertising tech companies that do the work of figuring out which ads are shown to each particular person. The online ad ecosystem is largely built around “programmatic advertising,” a system for placing advertisements from millions of advertisers on millions of websites. The system uses computers to automate bidding by advertisers on available ad spaces,…
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