Restoring user trust and protecting premium inventory on the Open Web at
GeoEdge introduces a new layer of ad quality control engineered to block deceptive, low-integrity ad creatives. Publishers can now flag or block a new category of ad risk- one rooted in manipulative creative tactics that exploit user psychology. These deceptive ads feature misleading UI elements and buttons, false system alerts, vague CTAs, and emotionally manipulative messaging. While clickbait ads are inherently malicious, deceptive ads exist in a gray area. While some may be malicious, others are the result of poor UX execution and bad advertising practices that result in them being misleading, unintentionally vague, or strike fear and urgency with a strong call to action.
Low-integrity ads exploit user behavior to drive engagement through deception. This manipulation undermines brand credibility, inflates bounce rates, and devalues inventory even in premium environments.
70% of users believe that half of all online ads are untrustworthy, and nearly two-thirds want stricter ad review standards. This new solution, co-developed with leading premium publishers, reflects a collaborative shift toward higher ad quality standards. It empowers publishers to regain control over user experience across the open web.
Deceptive, Low-Integrity Creatives
Low-integrity, trust-eroding ads include misleading UI elements and emotionally manipulative messaging that often mimic legitimate formats and exploit user interaction patterns. These creatives are not always overtly malicious, making them harder to detect and categorize. Whether through poor UX execution or manipulative behavior, these ads lure users into dishonest or emotionally charged interactions, manufacturing urgency or fear.
Such tactics degrade user trust, harm publisher inventory, and create openings for threat actors to deliver malware disguised as legitimate creatives.
Common examples include:
- Banners that imitate system notifications (“Scan Now”, “Update Required”)
- Fear-based clickbait (“Your phone is infected with 11 viruses!”)
- Vague CTAs (“Start Test”, “Continue Here”)
- Simplified, unproven claims (“Boost your device speed instantly”)
While some advertisers use these deceptive tactics to boost engagement, malvertisers weaponize them, embedding malware and transforming them into delivery vectors.
Rebuilding the Open Web Around Trust
By working closely with premium publishers, GeoEdge has set a new benchmark for creative review and accountability. This joint approach helps publishers reclaim control over how their audience experiences advertising.
Publishers can now operationalize a new dimension of ad quality—one that identifies and filters manipulative creative tactics that exploit user psychology. This new quality layer also creates upstream accountability, ensuring SSPs and DSPs surface only ad creatives that align with publisher standards.
GeoEdge’s new controls detect and block low-integrity creatives by analyzing:
- Visual deception (e.g., mimicking system UI)
- Linguistic manipulation (fear-based or urgency-driven CTAs)
- Lack of transparency (unclear purpose or misleading intent)
These enhanced controls align with user expectations, providing publishers with tools to:
- Restore user trust through more transparent, respectful ad experiences
- Preserve and grow premium programmatic inventory value
- Protect environments from erosion due to deceptive tactics
Across the programmatic ecosystem, misleading ad practices are evolving. Advertisers and fraudsters are increasingly weaponizing legitimate engagement patterns, making detection harder and the degradation of user experience more insidious.
