DeepSee.io

The Brand Safety Institute released a new tool that lets publishers check whether their site domains have been flagged as MFA by third-party verification vendors.

To solve ad tech’s intractable problems, there’s a solution that the advertising industry could borrow from the hacker world: bug bounties.

Meta quietly launched a product and loudly updated another. Plus, DeepSee.io’s naming and shaming which sellers it found monetizing stolen content.

By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.

Publishers and SSPs aren’t incentivized to accurately label their video inventory. But increased pressure from the buy side could correct the skewed pricing dynamics that result from outstream being sold as instream.

Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.