Singapore – Integral Ad Science has revealed ‘Made for Advertising; (MFA), an AI-powered site detection and avoidance product. The company’s MFA site technology is aimed at increasing transparency about advertiser campaign quality, pinpointing ad expenditure allocation, and providing insights for optimising campaigns to reduce inefficiencies on MFA sites.
When used for advertising purposes, MFA sites, which are web pages designed to display advertisements alongside poor content and frequently tuned for conventional metrics like viewability, frequently fail to deliver significant results, such as conversions or brand enhancement.
IAS’s latest product, which makes use of AI technology, efficiently identifies MFA sites on a large scale, allowing advertisers to regain control over their media quality and reduce inefficient spending. IAS provided extensive campaign analysis during alpha testing, demonstrating exceptional MFA site recognition for some of the global advertisers and agencies.
IAS’s product is in line with the Association of National Advertisers’ (ANA) most recent definition of an MFA site, which uses factors like ad-to-content ratio, ad refresh frequency, and traffic source to identify MFA sites. 21% of all measured advertising impressions were found to be delivered on MFA sites, according to the ANA’s Programmatic Media Supply Chain Transparency Study.
Speaking about the launch, Yannis Dosios, chief commercial officer, Integral Ad Science, said, “Our MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return. The industry faces a significant challenge in combating MFA sites. By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance.”
Meanwhile, Bill Duggan, executive vice president of ANA group, commented, “Advertisers should recognize that MFA websites can account for a significant portion of their overall campaign and should determine, independently, if MFA sites fit with their brand suitability standards for content and user experience. We applaud IAS for taking action after we released the findings from our programmatic transparency report and for supporting our definition of MFA.”
He added, “We have found that awareness of MFA sites among the ANA community of media professionals to be limited – which is surprising. We look forward to further developments from IAS around MFA site identification and ad spend optimization to help better educate and inform buyers.”
