Malware
A specific component of anti-virus and anti-malware software, commonly referred to as an on-access or real-time scanner, hooks deep into the operating system's core or kernel and functions in a manner similar to how certain malware itself would attempt to operate, though with the user's informed permission for protecting the system. Any time the operating system accesses a file, the on-access scanner checks if the file is a 'legitimate' file or not. If the file is identified as malware by the scanner, the access operation will be stopped, the file will be dealt with by the scanner in a pre-defined way (how the anti-virus program was configured during/post installation), and the user will be notified. This may have a considerable performance impact on the operating system, though the degree of impact is dependent on how well the scanner was programmed. The goal is to stop any operations the malware may attempt on the system before they occur, including activities which might exploit bugs or trigger unexpected operating system behavior.
Malvertising
Malvertising is a fairly new concept for spreading malware and is even harder to combat because it can work its way into a webpage and spread through a system unknowingly: "The interesting thing about infections delivered through malvertising is that it does not require any user action (like clicking) to compromise the system and it does not exploit any vulnerabilities on the website or the server it is hosted from... infections delivered through malvertising silently travel through Web page advertisements." It is able to expose millions of users to malware, even the most cautious, and is growing rapidly: "In 2012, it was estimated nearly 10 billion ad impressions were compromised by malvertising." Attackers have a very wide reach and are able to deliver these attacks easily through advertisement networks. Companies and websites have had difficulty diminishing the number of malvertising attacks, which "suggests that this attack vector isn’t likely to disappear soon."