Integral Ad Science, a global media measurement and optimization platform, has announced a site detection and avoidance product designed for advertising (MFA). The company’s MFA site generation aims to provide transparency into the quality of advertisers’ campaigns, identify where spend is allocated, and indicate optimizations to minimize waste on MFA sites.
MFA sites are internet pages with low-quality content (such as spam sites or ad farms) that are created solely for serving classified ads and are optimized to perform well compared to classic verification metrics such as viewability. However, ad spend on those sites does not generate significant results, such as conversions or logo improvements.
IAS’s new product leverages AI to detect MFA sites at scale, enabling advertisers to restore the quality of their media and reduce unnecessary spend. During Alpha testing, IAS conducted extensive research into campaigns that demonstrated an impressive MFA site identity for some of the world’s largest sites. advertisers and agencies.
The IAS product supports the Association of National Advertisers (ANA) recent MFA site definition and features such as ad-to-content ratio, ad refresh frequency, and the source of traffic coming to the site to classify a site as MFA. According to ANA’s Programmatic Media Supply Chain Transparency Study, 21% of all measured ad impressions were delivered to MFA sites.
“Our MFA product is designed to provide unprecedented transparency to advertisers and give them the ability to stumble and avoid MFA sites to redirect their ad spend to publishers that generate return,” said Yannis Dosios, chief commercial officer at Integral Ad Science.
Advertisers and their agencies want to be sure that the industry is converging on an agreement on the fast Internet sites that make up the MFA category. By educating its style on Jounce Media’s widely followed list of MFA domain names and incorporating Sincere’s signals, IAS has evolved. The industry’s first pressure-proven solution that trips and blocks MFA at scale.
The IAS MFA product finished alpha testing in early October 2023 and is now available as a beta version for select consumers. General availability is expected to roll out to all consumers in early 2024.
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