MFA

MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.

Integral Ad Science had a decent Q1 – especially in comparison to its direct competitor, DoubleVerify. Even so, frustration with the opacity of third-party brand safety and ad verification providers is increasingly bubbling to the surface.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not-So-Sweet Deal A campaign without reporting is like an undressed salad. But Sweetgreen has to eat it anyway. “I’ve been pushing my Google reps,” the brand’s director of media and growth Jeff Lin declared during a panel at the Possible conference in Miami, Adweek […]

Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?

YouTube is expanding its affiliate and shopping monetization products. Plus: Publishers are revamping their site and content quality to bear as little resemblance as possible to made-for-advertising sites.

Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.

Garcia made waves last year when she publicly resigned her role as UM Worldwide’s chief privacy and responsibility officer.

URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.