GroupM is removing MFAs from its inclusion lists
Still lacking an industry standard definition for made-for-advertising sites (MFAs), one of the largest media agencies, GroupM, has taken matters into its own hands to more thoroughly vet sites as potential MFAs within its programmatic business.
Claiming to be the first media buying agency to take this step, GroupM has added protections against MFAs across all of the inclusion lists in all the markets it operates in, like its m-list in the U.K. Inclusion lists are a set of approved publisher websites and are used to inform where buyers spend their clients’ programmatic advertising budgets. Lately, more and more marketers have voiced their concerns about their ads showing up on MFA sites, putting pressure on buyers to avoid those domains.
Publisher domains included on GroupM’s inclusion lists are now vetted against programmatic supply chain management company Jounce Media’s list of MFAs, which is updated daily based on a set of six KPIs. This list, as well as Jounce’s criteria for determining if a publisher is deemed an MFA, has been widely adopted by the ad industry in lieu of a universal definition from a trade body. GroupM first started testing Jounce’s MFA list in beta back in June.
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Source:: Digiday
