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The term “spamvertise” means to utilize spam to advertise a website, product or other project. This portmanteau of "spam" and "advertise" is often used in a derogatory way to talk about unscrupulous advertising efforts.
In general, spamvertising leads to a red flagging of the site in question. After that site has been blacklisted, hackers may try to hijack other clean sites and subject them to spamvertising. This is often done through a system of hyperlinking in the emails themselves. Security experts have set up particular tools like Wordfence to combat the practice of third-party spamvertising. In general, email services use Bayesian algorithms and heuristics to find and isolate spam emails.