For all of Ad Tech Land’s excitement about new and emerging CTV-specific ad formats, many commercial brands are still hesitant to try some of these new formats for themselves.
An Adalytics report released Friday details numerous instances of brands serving ads to known bots that appear on the IAB Tech Lab’s International Spiders and Bots list and TAG’s Data Center IP List.
Sierra Nevada is tapping Kargo’s latest ad offering for its recent CTV campaign aimed to raise awareness for a brand refresh. But there’s a catch: The new ad units aren’t traditional video assets.
Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
More than two decades after they ran, Cerveza Cristal’s Star Wars ads are a perfect and unintentional cautionary tale for ad tech vendors pushing CTV ad products like virtual product placements and shoppable content overlays.
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.
DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.
There’s a new TLA (“three-letter acronym”) that’s crept into the media-buying conversation. MFA: Made-for-advertising content. MFA is a combination of paid traffic, clickbait and other incentivized traffic, engineered to create ad impressions and generate revenue. New sites pop up virtually overnight with millions of impressions, sucking up ad dollars and hurting campaign performance, writes Tal Almany, VP of publisher development at Kargo.
Rather than looking at one particular data signal, attention metrics include a variety of data points, which are fed into a machine-learning model to predict the likelihood that a given media environment and ad creative will draw attention from a hypothetical audience member.
Brands and tech vendors can do a lot more to make good on their public promises to support diverse and Black-owned media, says Rhonesha Byng, the CEO and founder of Her Agenda, a digital media platform for millennial women, and co-creator of the Black Owned Media Equity and Sustainability Institute.
