A Chumbox is a form of digital advertising that uses a grid of low quality clickbait links to send users to low quality content, other clickbait and Made For Advertising (MFA) websites. Chumbox is derived from “chumming” – the use of fish or meat to attract fish whilst fishing.


Chumbox Clickbait advertisements

Example Chumbox ads – Wikimedia commons


Chumbox advertising often features the following types of advertisements:

  • Dubious health or dieting
  • Apparently unregulated providers of financial services that require regulation
  • Celebrity news
  • Clickbait
  • Made For Advertising (MFA) sites that feature low quality content but many ads
  • “Search” sites which arbitrage and abuse Google AdSense for Search ads and waste the budgets of Google’s advertisers


More reading on Chumbox advertising

You might also like this story about weaponized clickbait (The Verge)

Shocking! Why ‘chumbox’ ads are bad by design, yet still in business

Chumbox Quality Quotient

The chumbox is still the dirty design secret of the internet

Remember the chumbox providers? This is how they look now


What are Made For Advertising websites (MFAs)?