We All Have A Role To Play In Ending MFA
Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.
Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.
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.
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.
DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. OurTube Neal Mohan published his annual letter this week – although, this time he’s chief of YouTube, following Susan Wojcicki’s exit last year. Mohan shares an interesting peek at YouTube’s long-term priorities. For example, although he talks about YouTube Shorts, the format isn’t as […]
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.
Publishers’ deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.