MFA

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.

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.

Marketers are wasting 25% of their ad spend on made-for-advertising websites and inefficiencies. And the ANA thinks consolidation and education are the solutions. Plus: 2024 ad spend will grow, but at a slower rate. And streamers will grapple with CTV’s rising ad spend and linear TV’s accelerating decline.

Publishers’ deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.