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Online journey hijacking can hurt the customer experience, impacting not only conversion rates but brand equity. It works through malware that inserts unauthorized ads into a customer’s web sessions, diverting them away from a merchant’s site into the hands of a competitor.

Japanese sports apparel and footwear giant Asics was no exception to this problem. Nearly 12% of all Asics’s web sessions were infected by various forms of injected ads throughout the customer journey in 2017. And nearly all of these unauthorized ads (97.8%) led to competitor sites.

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