Hundreds of big brands are unknowingly running their ads on Made for Advertising (MFA) websites.
Ads are placed on these sites through programmatic and non-programmatic channels, according to a new study by Analytics.
What are MFA websites? MFA websites are sites built primarily for profit through advertising and generally provide a poor user experience, which can damage the reputation of digital advertising in general. They often have poor quality content and show a large number of ads. The Association of National Advertisers clarified:
“MFA websites have a high percentage of paid traffic sourcing…and often have little or no organic audience and instead rely heavily on visits from clickbait ads that run on social networks, content recommendation platforms and even on reputable websites. publishers”. “Buying paid traffic is the main cost driver of operating an MFA business. Overcoming paid traffic acquisition costs requires MFA publishers to engage in aggressive monetization and arbitrage practices.”
Misconceptions. Many businesses are under the impression that their ad dollars are protected from being spent on MFA sites, according to Adalytics. That’s why the platform decided to conduct research on the efficiency of ad spend.
What is Adalytics? Adalytics is a crowdsourced advertising performance optimization platform that was built to overhaul and improve the digital advertising landscape.
The study. Adalytics worked with a Fortune 500 company to evaluate the efficiency of their ad spend. Despite the global head of media’s belief that his brand had minimal exposure to MFA inventory in 2023, Adalytics found that the brand spent more than $10 million on MFA websites. This prompted Adalytics to investigate the extent of this phenomenon and how ads from Fortune 500 brands can end up on MFA sites, both programmatically and non-programmatically.
Brands The Adalytics study reviewed the campaigns of hundreds of major brands, including:
Procter & Gamble. Johnson & Johnson. Pfizer. Ford. NBC Universal US Army. The Wall Street Journal. Meta, and many others.
the results Adalytics identified the following key findings from its research:
As of January 2024, hundreds of ANA member brands and others continue to see their ads on MFA websites. Various US government agencies and departments were exposed to MFA sites, including the US Army and Navy. Thousands of brands appear to have their ads placed on sites made for advertising through the Microsoft Audience Network. Many ad exchanges and serving platforms (SSPs) continue to serve ads on MFA sites, including: Google. I criticize Smart ad server. OpenWeb. Microsoft Xandr and more. Many demand-side platforms (DSPs) have been observed transacting Made for Advertising inventory, including: Roku OneView. Yahoo DSP. Google DV360. Amazon DSP and more.
Why we care Adalytics discovered a widespread misconception among advertisers that their ad dollars are not being wasted on MFA sites. The study contradicts this belief. Accordingly, advertisers are encouraged to validate the functionality of MFA blocking offers to ensure that they align with advertised capabilities and comply with policies.
What the ANA says. The Association of National Advertisers said in a report:
“It is essential that marketers maintain vigilance. Taking their eye off the ball can lead to questionable inventory practices, thereby diluting the potential of programmatic advertising as a powerful tool to drive results.” “Due diligence is the most important posture for brands to take advantage of the opportunity to save, improve efficiency and reduce the carbon footprint of their programmatic media activity.”
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deep dive. Read Adalytics to study in full for more information.
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