The software, originally spread through classic methods such as spam, has moved on to more sophisticated attacks by providing links to infected web sites through popular social media content such as Twitter, YouTube, and Facebook, by feeding a corrupted advertisement into an ad network for web sites, and by poisoning search results called Search Engine Optimization (SEO) poisoning.
Advertisers could label the second screen as a distraction, but ad executives tend to disagree, with a caveat that the advertisement should look and feel nothing like the traditional commercial.