Made for Advertising (MFA) Archives - Passion For Innovation

February 15, 2024by NetraMedia

DoubleVerify Release Tiered Brand Suitability Addressing “Made For Advertising” (MFA) Measurement

DoubleVerify, a leading software platform for digital media measurement, data, and analytics, has announced the release of new tiered brand suitability, which addresses “Made for Advertising” (MFA) measurement and protection in a more nuanced and brand-specific manner.

Right tools for MFA inventory

MFA inventory is not intrinsically invalid, in contrast to ad fraud, and many advertisers choose to place ads on MFA sites. To ascertain whether particular MFA sites are consistent with their advertising objectives and brand values, marketers require the right tools. Brands have more control and granularity to choose the level of protection that best meets their needs thanks to DV’s tiered MFA categories.

MFA brand suitability measurement

To find MFA sites at scale, DV’s tiered MFA brand suitability categories employ a proprietary analysis method that makes use of a special combination of human and AI-based auditing. MFA sites are found by examining several aspects, including their methods of content creation, activities, sources of ad traffic, and the monetization of their ads. An MFA site is then categorized into one of three DV brand suitability tiers based on its features.

The tiers

MFA High

This category designates websites with the most extreme MFA content or attributes. It includes a high ad density with page content, a heavy reliance on paid traffic sources with negligible to no organic traffic, and an average ad intensity (a measurement of an ad’s viewable duration) that is considerably below the DV benchmark.

MFA Medium

Recognizes locations exhibiting different levels of MFA activity. For instance, a website may use a high ad density in comparison to the content of the page. However, its average ad intensity may be close to the DV benchmark.

MFA Low

Describes websites or portions that combine MFA and non-MFA content; this could include websites where only a portion or subdomain has MFA features or content.

The most thorough and nuanced level of analysis is possible with DV’s method, which also avoids false positives and misclassification. For instance, a website may have a large amount of advertisements on it. However, it may also have high rates of direct and search engine traffic. The publisher in this case would not qualify as an MFA website according to DV’s definition.

For programmatic buyers

With this release, DV provides MFA classification, measurement, and protection with one of the industry’s most comprehensive and detailed toolkits. To prevent pre-bids, DV’s Authentic Brand Suitability (ABS) will soon incorporate DV’s tiered MFA categories. For programmatic buyers, DV can offer a curated MFA exclusion list in the interim. Through DV Pinnacle^®, an advertiser’s brand safety and suitability profile can be easily integrated with DV’s tiered MFA categories for post-bid measurement and monitoring. The new offering strengthens DV’s controls in response to the surge in online MFA content. It expands upon its September 2023 beta release.

Here’s what they said

Jack Smith, Chief Innovation Officer at DoubleVerify said,

“The introduction of our MFA brand suitability categories is a critical development for the advertising industry. Our goal is to equip marketers with tools for nuanced measurement and management of MFA content, significantly enhancing precise brand protection. This innovation ensures that marketing efforts are strategically aligned with brand goals and values, fostering deeper consumer engagement and trust, while also optimising investments and performance.”

Made for Advertising (MFA)