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Cobalt Strike
This is a popular tactic, seen multiple times before.
For those deemed bots (or otherwise unsuitable visitors), the site redirects them to a decoy site.
Repeat customers are presented with a 404 page.
This tool often precedes the deployment of ransomware,BleepingComputerreports.
Ad web connection abuse is nothing new.
Pirated software, and those distributed through links in emails and social media messages are almost always malicious.