Rocky Moss

This year, the percentage of ad spend going toward made-for-advertising (MFA) sites went up instead of down for the first time since 2023.

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.

It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.

Connected TV may be the media industry’s shiniest new toy, but it’s not squeaky clean – it’s rife with ad fraud, and high CPMs only make the channel a better target for con artists. Several industry execs discussed why the industry’s best shot is to increase transparency as much as possible across the bid stream at IAB Tech Lab’s Transcend summit.