Scott Pierce

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.

The real challenge is drawing a clear line between the AI-generated content that adds value and the kind that erodes trust and leads to significantly lower ad effectiveness.

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.