Brand hijackers, any advertiser using another's trademark without permission, can exploit your brand through display URLs, according to Lori Weiman. She provides a list of tricks used by
hijackers to divert traffic to their own Web pages using other brands as bait, and how to identify the scam.
Weiman serves up details on how to protect sites against brandjackers. These culprits use your brand as part of a sub-domain, so at a glance it appears you have endorsed the display URL.