Adalytics Archives | AdExchanger

We All Have A Role To Play In Ending MFA

AdExchanger Guest Columnist — Wed, 22 May 2024 04:35:51 +0000

Like any addiction, buying cheap impressions on made-for-arbitrage (MFA) content is a vicious cycle that feeds itself. If our industry doesn’t stop the cycle at the source, it will continue indefinitely. The need for a solution is growing as junk publishers tarnish the reputation of the open internet. We’ve even reached the point where The […]

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Amazon Ups Its ID And Ratings Game; Throw The Audiobook At Them

AdExchanger — Tue, 21 May 2024 04:03:54 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Signaling Change Amazon has a new ad measurement product for publishers. Signal IQ, as it’s called, is designed to help sites measure the impact of alternative IDs on campaign performance, including for streaming media, Ad Age reports. The idea is to make it easier […]

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Measuring Muck

Sarah Sluis — Thu, 16 May 2024 17:18:03 +0000

Made-for-advertising (MFA) sites are roosting in reputable publishers’ subdomains. IDs are declared inconsistently. And the established third-party measurement companies are sitting on the sidelines.

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It’s Time For Buyers To Ditch Vanity Metrics And Start Collaborating With The Sell Side

Anthony Vargas — Mon, 13 May 2024 04:45:03 +0000

Andrea Kwiatek will be presenting at Programmatic I/O, taking place May 20-22 in Las Vegas. Get your tickets here. If marketers weren’t so obsessed with vanity metrics like viewability and click-through rate (CTR), the open internet would have less of a media quality problem. Buyers could solve many of the issues they have with the […]

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Adalytics Claims Colossus SSP Is Misdeclaring IDs In Its Bid Requests

James Hercher — Fri, 10 May 2024 11:00:38 +0000

Call it another colossal error in the long history of ad tech spoofing. Colossus SSP, a DEI-focused supply-side platform owned by Direct Digital Holdings (DDH), is the subject of Adalytics’ latest report released Friday. Through matching data logs and the Chrome developer toolkit, it documented the SSP repeatedly misrepresenting IDs in openRTB fields. What’s more, […]

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MFA Sites Aren’t Going Anywhere Until There Are Incentives To End Them

AdExchanger Guest Columnist — Wed, 24 Apr 2024 04:35:19 +0000

The past year has seen increased exposure, dialogue and scrutiny over made-for-advertising (MFA) sites. Most recently, Adalytics exposed Forbes’ MFA website, and Jounce Media’s supply chain reports have gathered overwhelming evidence around the prevalence of MFA as a major inventory source for buyers. The narrative of MFA being misleading to buyers, a suboptimal user experience […]

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Why Does Ad Tech Still Fail To Spot – And Stop – MFA-Fueled Schemes?

Anthony Vargas — Tue, 09 Apr 2024 12:42:05 +0000

Last week’s Adalytics report about Forbes operating a made-for-arbitrage (MFA) subdomain has the ad industry asking itself: How did no one catch this? According to Adalytics, the “www3.forbes.com” subdomain has existed since 2017. This subdomain received almost exclusively paid traffic to repurposed articles from “www.forbes.com” that were reconfigured into slideshows laden with auto-refreshing ad inventory. […]

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Blocking Domains Isn’t Enough To Stop MFA

AdExchanger Guest Columnist — Fri, 05 Apr 2024 04:35:10 +0000

Recent reporting from Adalytics and the Wall Street Journal exposed that Forbes, a publisher with more than a century’s worth of brand equity, was running a parallel made-for-advertising site in the shadows. One of the most trusted brand names in business reporting was using tactics advertisers usually associate with bot farms or clickbait content. This […]

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Adalytics Exposes Forbes MFA Subdomain; The New York Times Embraces Attention

AdExchanger — Fri, 05 Apr 2024 04:03:05 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. It’s Just A Little “3” Forbes and Media.net are in hot water after an Adalytics investigation revealed a shady MFA subdomain (www3.Forbes.com) being sold programmatically as the normal Forbes URL, The Wall Street Journal reports. The subdomain was shut down in late March, […]

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MFA: The A Is For Arbitrage … And Adalytics

Anthony Vargas — Thu, 14 Mar 2024 05:30:23 +0000

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.

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