Web 2.0 and social media are driven by user-generated content. In return for producing content, users want to receive information or experiences that encourage them to revisit a given site. In this cycle, sites can monetize the user experience by utilizing advertising to generate profits from users’ visits and eventual patronage from advertisers. By and large, users resist paying for contexts such as social networks where they post their own content, like pictures, status updates, or videos.

For this model to perpetuate, each participant must uphold their contribution: sites must generate an attractive experience, advertisers must present relevant content to user interests, and users must provide content or consume advertisements. If advertising is overrun by malicious code, users may be driven to abandon a site that is deemed dangerous, or take steps to block advertising. Many users adopting the same approach could hurt the existing business model, resulting in a financial risk to sites that are based on advertising revenue.

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