Why the 4A’s is hosting secret meetings to redefine MFA from “made for advertising” to “made for arbitrage.” Plus, a new report from Adalytics reveals that MFA-blocking solutions aren’t as effective as tech vendors claim.
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.
Practically every ad tech vendor has put out a press release in recent months full of bluster about cutting out made for advertising sites – and yet supply sources remain oversaturated with garbage inventory.
IAS is expanding its anti-MFA solution to identify what it calls “Ad Clutter” sites, which mimic MFA ad loads but don’t operate with an ad arbitrage model.
Coming off of a strong 2023, DoubleVerify is betting that its products for social media will fuel its revenue growth for years to come.
Here are five steps that all advertisers should take to strengthen their supply chains, improve transparency and ensure that MFA Freedom Day is a holiday they never have to commemorate again.
DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.
In today’s newsletter: Buyers are relatively blasé about made-for-advertising sites; Meta is riding high, having fully adapted to ATT, while Google’s search dominance is under threat; and Publicis Groupe reports strong growth.
DEI is increasingly coming under scrutiny from activists and politicians. But some minority-owned and -targeted media and advertising businesses are thriving despite the increasingly fraught atmosphere around DEI initiatives.
Native advertising needs a redefinition, not just for the sake of advertisers and publishers but also for consumers. Here’s how recent advancements in AI can help native advertising meet its potential.
