MFA Is An Easy Problem To Solve, Impact Already Has Done It!
Another week, another piece of research on one of the hottest topics in AdTech at the moment, Made For Advertising:
The latest research from Adalytics highlights a well known issue, big AdTech vendors continue to place ads on sites that are low quality & have high levels of clutter. Rather than go over the financial impact again (probably $13bn in the US alone) we would rather talk about why these sites are purchased & why Impact Media doesn’t buy MFA inventory.
To start with, lets look at what most other buyers think - they think these sites aren’t much of an issue because it is still:
Low cost.
Typically brand safe.
Usually highly viewable.
Mostly low levels of fraud.
Many buyers don’t use inclusion lists to mitigate these low quality sites because they act as cheap filler to deliver against client metrics like viewability and reach, keep auditors happy on pricing and get spend away (and most of the ad industry commercial arrangements operate on a % of ad spend).
At Impact we think that supporting publishers that inform and enrich society is important & we will continue to take a highly targeted approach when it comes to inventory quality, prioritizing premium content & advertising placements that generate high levels of attention. We also share the site lists and domain performance with all of our clients - seems simple, but not many do this!
