Why MFA is challenging to stamp out

Made for advertising sites have been in the trade press for a while now & there was an interesting article from Kayleigh Barber on the subject in Digiday this week, that looks at why MFA sites are so hard to stamp out.

The article highlights what insiders have known for a while, the key objective differences between MFA sites vs traditional publishers are high levels of paid traffic, frequent ad refreshes and high ad densities. The challenge is these are not always immediately  apparent when a buyer visits a site organically as opposed to a click on a paid ad.

Because of this clever obfuscation & because MFA sites tend to be brand safe,highly viewable & fraud free, these sites often slip under the radar of many media buyers. 

Whilst there are a number of AdTech solutions that help buyers reduce the risk of buying this inventory, the only true way of avoiding it is using a well researched & selective inclusion list that prioritizes high quality professionally created content. 

At Impact we find that prioritizing high quality content, where ad density is low is the best approach to delivering attention, and of course this coupled with our innovative charging model means that your adverts get attention for all the right reasons.