IAS Expands Made for Advertising (MFA) Measurement and Optimization Solution

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Integral Ad Science , the leading global media measurement and optimization platform, has announced the expansion of its AI-powered Made for Advertising (MFA) solution. With this enhancement, IAS now offers advertisers the first solution capable of measuring and optimizing to avoid both MFA (made for advertising) and Ad Clutter (ad-saturated websites).

MFA websites are websites built solely to serve ads (such as spam websites or ad farms). Ad Clutter websites, on the other hand, are websites that contain a high ad density and a high ad-to-content ratio, leading to lower performance. Unlike static exclusion lists, IAS uses advanced machine learning technology and additional signals built into its platform to intelligently identify MFA and Ad Clutter sites.

“With the proliferation of MFA sites, advertisers around the world need protection to avoid ad arbitrage and underperforming, ad-density sites, while optimizing media quality and performance,” said Lisa Utzschneider, CEO of IAS. “We are proud to offer the industry’s first pressure-tested solution to detect and prevent MFA sites and Ad Clutter, while preserving the flexibility to reach audiences across a diverse range of media.”

According to the recent ANA (Association of National Advertisers) “ Programmatic Media Supply Chain Transparency ” study, MFA sites accounted for 21% of impressions and 15% of ad spend, showing the significant opportunity for advertisers and agencies to better understand where their impressions are being shown and how to optimize away from MFA sites to reduce wasted ad spend. IAS’ analysis of over 40 agencies and brands around the world revealed that traffic served on sites classified as non-MFA has a 278% higher conversion rate than traffic on MFA sites. Further IAS analysis also revealed that quality media was more cost-effective than those classified as MFA, reducing cost per conversion by 63%.

IAS’ MFA product supports the ANA definition for MFA sites and has been trained using Sincera’s metadata library along with Jounce Media’s MFA domain list. The solution leverages supply chain data and web characteristics measured by IAS such as ad-to-content ratio, total number of ads, auto-refresh ads, refresh rate, traffic source, and autoplay video ads to report on MFA ads, MFA rate, Ad Clutter ads, and Ad Clutter rate.

“The industry should not confuse Made for Advertising with other low-quality advertising experiences. MFA publishers operate a business model that has no place in the programmatic supply chain,” said Chris Kane, President of Jounce Media. “On the other hand, media companies that produce original content and drive organic traffic sometimes employ aggressive monetization techniques that dilute the value of advertising. By clearly distinguishing MFA from Ad Clutter, IAS is giving ad buyers the tools they need to make informed decisions about the quality of advertising inventory.”

By partnering with IAS, publishers can also gain greater insight into their own inventory, with cameroon whatsapp lead solutions to improve quality and drive greater engagement for advertisers. Publishers identified as MFA or Ad Clutter will also have greater visibility into the quality of their inventory. IAS’ MFA measurement promotes a healthier media ecosystem, enabling publishers to improve the quality of their properties and drive greater engagement with their advertisers.

The AI-powered MFA measurement solution expands the beta version announced in Q4 2023 and will be available globally in early Q2 2024. To learn more about how IAS is identifying and combating MFA sites, visit: “ How Marketers Can Spot and Prevent Made for Advertising Sites .”

About IAS
Integral Ad Science (IAS) is a leading global media measurement and optimization platform, delivering the industry’s most actionable data to drive great results for the world’s largest advertisers, publishers and media platforms. IAS software delivers comprehensive, accurate data that ensures ads are seen by real people in safe, engaging environments, while improving ROI for advertisers and performance for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit https://integralads.com/en/ .