Confessions of an MFA publisher
Made-for-advertising (MFA) publishers found themselves in some pretty hot water this summer.
Back in June, the Association of National Advertisers (ANA) published a report that revealed MFA ad inventory represented 15% of total ad spend in the U.S. at the time, and yet, those sites do not provide advertisers with anything more than vanity metrics, such as high viewability, to prove their campaign efficacy. This left MFA publishers as the villain in many advertisers’ books; labeled as money-hungry sites that couldn’t care less about ad quality, effectiveness or user experience.
That’s a pretty negative image for MFA publishers to be up against and they’re certainly feeling the effects of this defamation campaign on their ad revenue as a result. At least that’s according to one head of programmatic for a media company that found itself on one widely circulated MFA list this summer.
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Source:: Digiday
