Remove 2020 Remove Ad Tech Remove Viewability
article thumbnail

Why marketers must combat the hidden threat of MFA sites

Martech

Why it’s important to combat MFAs Combating MFA sites is important because they take advantage of digital ads for profit while offering little value to users. The creators of these sites gain by generating high volumes of cheap, low-quality traffic that meets surface-level metrics, such as viewability, but lacks genuine user engagement.

Marketing 115
article thumbnail

ANA study finds 25% of programmatic ad dollars are wasted

Martech

goes toward fees to ad-tech intermediaries. goes to low-quality media, including invalid traffic (IVT) and made-for-advertising (MFA), non-viewable and non-measurable inventory. While most supply-side platforms (SSPs) took less than 5% of the ad spend, one SSP in the study took close to 45 percent of media spend.

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Trending Sources

article thumbnail

The ANA’s transparency crackdown has been mired by ad tech’s intricacies

Digiday

When the Association of National Advertisers (ANA) confirmed PricewaterhouseCoopers (PwC) as the lead agency in its planned ad tech transparency study in December last year, those involved hoped to publish the results this week at the ANA’s flagship Masters of Marketing conference. Key Findings of 2020 study.

Ad Tech 86
article thumbnail

Inside the tensions countering advertisers’ latest quest for programmatic transparency

Digiday

Ad tech insiders hoped an industry audit would finally help deliver the promised efficiencies of programmatic advertising, not just deliver liquidity for financiers, and make advertising more valuable for consumers. whether it’s a fraud-free, brand-safe, viewable impression. For the 2020 study, ISBA and PwC U.K.

article thumbnail

Caught between resignation and resistance, ad industry grapples with the prevalence of ‘made-for-advertising’ sites

Digiday

The study, as Marketing Brew reported, found that advertisers spent an eye-bulging $115 million between January 2020 and May 2022 on something ad execs call “made-for-advertising” (MFA) inventory — sites that exist for the sole purpose of aggressively monetizing traffic so they don’t have to worry about the cost of acquiring it in the first place.

article thumbnail

A Post-cookie Survival Guide for Publishers – Tips From Nashville Pub Forum

Ad Monsters

It’s safe to say that Justin Wohl is a major ad tech luminary who has seen many industry changes over his 12-year career. . How Cookies Stole Ad Tech. Publishers spent their time evaluating inventory quality, focusing on their website’s speed, keeping up with click-through rates, and advancing ad viewability. .

Cookies 97
article thumbnail

The Prevention of Ad Fraud

YieldBird

The post was originally posted on the 7th of October 2020 The digital environment is the largest segment of the advertising market. In the Internet world, we can increasingly come across the concept of ad fraud. And while 100% viewability isn’t feasible, yours should be around 40-60%.