Cognitive Blind Spot 4: Ads. What Is the Big Deal Already?

October 11, 2023

Note: This essay is the work of a real and still-alive dinobaby. No smart software involved, just a dumb humanoid.

Last week, I presented a summary of Dark Web Trends 2023, a research update my team and I prepare each year. I showed a visual of the ads on a Dark Web search engine. Here’s an example of one of my illustrations:

The TorLanD service, when it is accessible via Tor, displays a search box and advertising. What is interesting about this service and a number of other Dark Web search engines is the ads. The search results are so-so, vastly inferior to those information retrieval solutions offered by intelware vendors.

Some of the ads appear on other Dark Web search systems as well; for example, Bobby and DarkSide, among others. The advertisements off a range of interesting content. TorLanD screenshot pitches carding, porn, drugs, gadgets (skimmers and software), illegal substances. I pointed out that the ads on TorLanD looked a lot like the ads on Bobby; for instance:

I want to point out that the Silk Road 4.0 and the Gadgets, Docs, Fakes ads are identical. Notice also that TorLanD advertises on Bobby. The Helsinki Drug Marketplace on the Bobby search system offers heroin.

Most of these ads are trade outs. The idea is that one Dark Web site will display an ad for another Dark Web site. There are often links to Dark Web advertising agencies as well. (For this short post, I won’t be listing these vendors, but if you are interested in this research, contact benkent2020 at yahoo dot com. One of my team will follow up and explain our for-fee research policy.)

The point of these two examples is make clear that advertising has become normalized, even among bad actors. Furthermore, few are surprised that bad actors (or alleged bad actors) communicate, pat one another on the back, and support an ecosystem to buy and sell space on the increasingly small Dark Web. Please, note that advertising appears in public and private Telegram groups focused on he topics referenced in these Dark Web ads.

Can you believe the ads? Some people do. Users of the Clear Web and the Dark Web are conditioned to accept ads and to believe that these are true, valid, useful, and intended to make it easy to break the law and buy a controlled substance or CSAM. Some ads emphasize “trust.”

People trust ads. People believe ads. People expect ads. In fact, one can poke around and identify advertising and PR agencies touting the idea that people “trust” ads, particularly those with brand identity. How does one build brand? Give up? Advertising and weaponized information are two ways.

The cognitive bias that operates is that people embrace advertising. Look at a page of Google results. Which are ads and which are ads but not identified. What happens when ads are indistinguishable from plausible messages? Some online companies offer stealth ads. On the Dark Web pages illustrating this essay are law enforcement agencies masquerading as bad actors. Can you identify one such ad? What about messages on Twitter which are designed to be difficult to spot as paid messages or weaponized content. For one take on Twitter technology, read “New Ads on X Can’t Be Blocked or Reported, and Aren’t Labeled as Advertisements.”

Let me highlight some of the functions on online ads like those on the Dark Web sites. I will ignore the Clear Web ads for the purposes of this essay:

Click on the ad and receive malware
Visit the ad and explore the illegal offer so that the site operator can obtain information about you
Sell you a product and obtain the identifiers you provide, a deliver address (either physical or digital), or plant a beacon on your system to facilitate tracking
Gather emails for phishing or other online initiatives
Blackmail.

I want to highlight advertising as a vector of weaponization for three reasons: [a] People believe ads. I know it sound silly, but ads work. People suspend disbelief when an ad on a service offers something that sounds too good to be true; [b] many people do not question the legitimacy of an ad or its message. Ads are good. Ads are everywhere. and [c] Ads are essentially unregulated.

What happens when everything drifts toward advertising? The cognitive blind spot kicks in and one cannot separate the false from the real.

Public service note: Before you explore Dark Web ads or click links on social media services like Twitter, consider that these are vectors which can point to quite surprising outcomes. Intelligence agencies outside the US use Dark Web sites as a way to harvest useful information. Bad actors use ads to rip off unsuspecting people like the doctor who once lived two miles from my office when she ordered a Dark Web hitman to terminate an individual.

Ads are unregulated and full of surprises. But the cognitive blind spot for advertising guarantees that the technique will flourish and gain technical sophistication. Are those objective search results useful information or weaponized? Will the Dark Web vendor really sell you valid stolen credit cards? Will the US postal service deliver an unmarked envelope chock full of interesting chemicals?

Stephen E Arnold, October 11, 2023

Written by Stephen E. Arnold · Filed Under cybercrime, law enforcement, News, OSINT, search engine

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Stephen E. Arnold monitors search, content processing, text mining and related topics from his high-tech nerve center in rural Kentucky. He tries to winnow the goose feathers from the giblets. He works with colleagues worldwide to make this Web log useful to those who want to go "beyond search". Contact him at sa [at] arnoldit.com. His Web site with additional information about search is arnoldit.com.