IAS’s Commitment to Driving Engagement for Publishers

The Association of National Advertisers recently reported that 21% of impressions, representing 15% of ad spend, is wasted on Made-For-Advertising (MFA) sites. Now more than ever, marketers are scrutinizing the quality of their advertising inventory to safeguard their business and maximize ROI — and IAS is committed to ensuring publishers have the opportunity to deliver.

Our IAS for Publishers solution exists to help publishers maximize yield and grow their audiences. Within IAS for Publishers, ad sellers can now report on both MFA and Ad Clutter and get insights into the quality of their inventory. This enhanced measurement allows publishers to optimize where needed to attract ad buyers and drive revenue. In turn, advertisers can leverage MFA and Ad Clutter measurement to reallocate their ad spend from poor-performing sites to high-performing, quality sites.

“As a leading independent premium technology publisher, Digital Trends Media Group is proud to provide advertisers with the confidence that their ads are being served in the highest quality environment, while simultaneously playing a part in promoting a healthier digital landscape,” said Dan Gaul, Co-Founder and Chief Technology Officer, Digital Trends Media Group. “Our partnership with IAS has given us greater insights around our premium inventory to ensure we are optimized for advertisers’ media quality standards, so we can continue to focus on delivering quality content to our audience.”

IAS leverages advanced machine learning technology to identify MFA and Ad Clutter sites based on supply chain data and site characteristics including ad-to-content ratio, total number of ads, and more. Publishers can take advantage of this actionable data to make informed decisions on inventory, ensuring ad space is high quality and high impact.

We’re committed to providing transparency to quality publishers across the globe, including those that are independent and minority-owned. We understand that new publishers may rely on paid traffic to build an audience — which is why we evaluate the purpose of the site in addition to the traffic source. If a small publisher’s site focuses on content rather than ads, their site will not be flagged as MFA.

IAS remains dedicated to creating solutions that contribute to a healthier, more responsible digital ecosystem for all. To learn more, access the one sheet below and reach out to an IAS representative.