There is a new definition for MFAs, but it’s meant to be open to interpretation
A new definition for made-for-advertising sites has officially been released by a group of trade organizations.
For months, the term made-for-advertising (MFA) has been ricocheting throughout the media and advertising industries, getting buyers up in arms about cheap ad inventory that doesn’t deliver much in the way of a return on investment. But people realized that the term existed without a standardized definition, causing confusion.
Earlier this summer, the Association of National Advertisers (ANA) — whose Programmatic Media Supply Chain Transparency Study published in June ignited the MFA witch hunt — took it upon themselves to work with other trade organizations to figure out exactly which characteristics constitutes MFA. And as of last week, the ANA has a definition, after working alongside the American Association of Advertising Agencies (4A’s), the World Federation of Advertisers (WFA) and the Incorporated Society of British Advertisers (ISBA).
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Source:: Digiday
