As we look ahead to 2025, the digital threat landscape continues to evolve, posing new challenges for the ad tech industry. Cybercriminals are becoming more sophisticated, leveraging advanced technologies to launch more effective and damaging attacks. The increasing use of Artificial Intelligence (AI) in ad tech has brought significant benefits, such as improved real-time bidding optimization and more accurate conversion predictions. However, these advancements have also been exploited by cybercriminals to enhance their malvertising tactics. Predictive AI analytics allow cybercriminals to learn end-user behavior and adjust their tactics in real-time, making it harder for detection software, ad blockers, and sandboxing techniques to keep up. This article explores the key security threats anticipated in 2025 and the measures needed to mitigate them.
AI-driven social engineering attacks, including spear phishing, scareware, and malware scams, have become more prevalent. These types of attacks exploit the enhanced data analysis capabilities of AI, which enables cybercriminals to create more convincing and targeted attacks. AI-powered chatbots, deepfakes, and voice cloning techniques are being used to create hyper-customized ads that exploit users’ emotions. These ads often lead to malicious landing pages designed as hyper-realistic replicas of legitimate companies, tricking users into clicking compromised URLs. As AI technology continues to advance, the sophistication of these attacks is expected to increase, posing significant challenges for ad security.
Rise of InfoStealer Malware in Remote Work Environments
The shift to hybrid IT setups, including remote work, has led to a rise in InfoStealer malware campaigns. These attacks bypass traditional defense methods to collect identity data from apps and browsers, exploiting system vulnerabilities. If a user clicks on an InfoStealer ad campaign and their access point to company software is not properly protected, malvertisers can gain access using the user’s identity. The increase in remote work environments has broadened the attack surface, providing cybercriminals with more opportunities to infiltrate systems.
Multi-factor authentication (MFA) technology and device verification will be critical in 2025 to protect employees’ access points and mitigate these risks. Despite the benefits of MFA, a significant number of small companies and their employees do not use it, leaving sensitive company information at risk. The ongoing reliance on remote work and hybrid setups means that robust security measures must be in place to prevent unauthorized access. Ensuring that employees are aware of the importance of MFA and device verification can help protect against these types of attacks.
As remote work continues to be a common practice, the importance of implementing robust security measures cannot be overstated. Companies must invest in comprehensive training programs to educate employees about the potential risks and the necessary steps to mitigate them. Additionally, regular security audits and assessments can help identify vulnerabilities and address them before they can be exploited by cybercriminals. The proactive approach to security will be essential in maintaining the integrity of remote work environments and protecting sensitive data.
Exploitation of IoT and Connected Device Vulnerabilities
The increasing use of IoT in various structures, including company buildings, homes, and critical city infrastructure, has created new attack vectors for malvertisers. Connected devices like smart TVs, which are often linked to a building’s security infrastructure, are particularly vulnerable. IoT devices typically have suboptimal online security measures and are frequently targeted with distributed denial-of-service (DDoS) attacks, man-in-the-middle (MITM) attacks, botnets, and InfoStealer attack vectors. Cybercriminals found it relatively easy to infiltrate these devices, leading to potential security breaches.
IoT devices accumulated 33% of all vulnerabilities in 2024, reflecting a 14% increase from the previous year, and this trend is expected to continue in 2025. Given the widespread adoption of IoT devices, the need for improved security measures in IoT and connected devices is becoming more pronounced. The use of secure firmware updates, strong authentication methods, and regular monitoring of device activity can help mitigate these risks.
Addressing these vulnerabilities is essential not only for protecting individual devices but also for ensuring the security of the broader network. Cybercriminals often use compromised IoT devices as entry points to larger systems, highlighting the importance of a comprehensive security strategy. Implementing network segmentation, where IoT devices are isolated from critical infrastructure, can help prevent the spread of malware and limit the impact of potential breaches. Ensuring robust security measures are in place will be crucial for safeguarding IoT networks in 2025.
Ad Cloaking Techniques Targeting Google Ads
In 2024, popular ad networks like Google Ads faced numerous malvertising attacks, many of which utilized ad cloaking techniques. Malvertisers impersonated popular software to trick end users into downloading malware. These malicious campaigns present legitimate click URLs which, once clicked, redirect the victim to sites loaded with malware, including Trojans and InfoStealer software. The tactic of ad cloaking has proven to be an effective method for cybercriminals to evade detection and deliver their malicious payloads.
Malvertisers also used Google Ads to launch tech support scams and corrupted search ads, often targeting employee portals of major companies and systems administrators. These attacks involved creating multiple accounts and using text manipulation and cloaking to bypass detection mechanisms. The persistence of these tactics highlights the need for continuous monitoring and adaptation of security protocols to mitigate these risks and protect ad networks from malicious activities in 2025.
Preventing ad cloaking and other sophisticated malvertising techniques requires a multi-layered approach. Employing advanced detection algorithms, regularly updating security protocols, and working closely with ad network providers are essential steps for identifying and mitigating these threats. Additionally, fostering strong relationships with industry stakeholders and sharing information about emerging threats can help create a more resilient defense against malvertising. By staying vigilant and proactive, the ad tech industry can better protect itself from the evolving tactics of cybercriminals.
Overarching Trends and Consensus Viewpoints
As we look ahead to 2025, the evolving digital threat landscape poses fresh challenges for the ad tech industry. Cybercriminals are becoming more sophisticated, using advanced technologies for more effective and damaging attacks. The growing use of Artificial Intelligence (AI) in ad tech has brought significant gains, including improved real-time bidding optimization and accurate conversion predictions. However, these advancements have also been exploited by cybercriminals to refine their malvertising tactics. Predictive AI analytics enable attackers to learn end-user behavior and adjust their methods in real-time, complicating efforts for detection software, ad blockers, and sandboxing techniques to keep up.
This article explores the major security threats anticipated in 2025 and the measures needed to counteract them. AI-driven social engineering attacks, such as spear phishing, scareware, and malware scams, are becoming more common. These attacks exploit AI’s enhanced data analysis to create more convincing and targeted assaults. AI-powered chatbots, deepfakes, and voice cloning are used to craft hyper-customized ads that manipulate users’ emotions, often leading them to malicious sites that mimic legitimate companies. As AI technology evolves, the sophistication and effectiveness of these attacks will likely increase, presenting significant challenges for ad security.