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UPDATE: We are happy to announce that our Made for Advertising (MFA) AI-driven product is now generally available globally. To learn more about this global efficiency product, please reach out to an IAS representative today.
IAS is pleased to announce the expansion of our Made for Advertising (MFA) AI-driven product. This enhancement provides advertisers with the first product to measure and optimize against both MFA and Ad Clutter sites to drive maximum efficacy across the programmatic buying process.
MFA sites are web pages built to conduct ad arbitrage and feature low quality content (e.g. spam sites, or ad farms) created solely to serve ads, whereas Ad Clutter sites feature high ad density and high ad-to-content ratio, leading to lower performance. As opposed to a static exclusion list, IAS uses advanced machine learning technology and additional signals to identify both MFA and Ad Clutter sites.
IAS’s global MFA product offers insights for both advertisers and publishers, including:
- ADVERTISERS & AGENCIES: Measure and optimize against both MFA and Ad Clutter sites to drive programmatic campaign efficacy
- ADVERTISERS & AGENCIES: Activate pre-bid avoidance to reduce media waste and increase return on investment
- PUBLISHERS: Garner greater insight into inventory with solutions for how to improve quality and drive greater engagement with advertisers
An IAS analysis from over 40 global agencies and brands found traffic served on sites classified as non-MFA have a +278% better conversion rate than traffic served on sites classified as MFA. The analysis also found that quality media was more cost efficient than sites classified as MFA, delivering lower cost-per-conversion by 63%.
IAS’s expanded MFA AI-driven product is now available globally. For more information, read more about detecting and avoiding MFA or contact an IAS representative.
