Basis Technologies, a worldwide supplier of media automation and programmatic advertising solutions, has announced automated protection that stops advertisers from placing ads on subpar websites. Data from Jounce Media, a pioneer in programmatic supply chain management, powers this feature. Demand-side platform (DSP) from Basis is the first that automatically prevents ads from being served on made-for-advertising (MFA) sites. It does so by using a dynamic exclusion list based on Jounce Media’s daily updated data.
Made-for-Advertising (MFA) Sites
Since MFA sites adhere to industry standards, they can be purchased on almost all major ad exchanges. Additionally, programmatic media buyers frequently direct campaigns toward MFA publishers because these websites exhibit cost-effective media metrics. The Association of National Advertisers reported in a 2023 study that MFA sites ended up capturing 21% of programmatic ad impressions. However, according to Jounce Media’s research, MFA inventory is systematically ineffective at influencing consumers’ decisions to buy, giving many advertisers a delusion of false marketing success.
Jounce Media and MFA inventory
By examining each publisher’s reliance on paid traffic, its ad strategies for revenue, and the KPIs it produces for sponsors, Jounce Media determines MFA inventory. Every day, Jounce reevaluates every RTB-traded website to produce an up-to-date list of MFA domains. This guarantees that MFA sites are identified as soon as they are created. Furthermore, publishers who modify their business practices will be promptly compensated by buyers. The Basis DSP receives the data and is provided with an updated list of MFA sites that need to be blocked. If advertisers wish to purchase websites that are on the exclusion list, they can deactivate them on Basis.
Advertisers and Made-For-Advertising Inventory
Basis Technologies defends advertisers against MFA and other kinds of subpar websites by taking a proactive and comprehensive approach. According to its well-established supply quality policy, supply that has no real value for advertisers due to fraudulent or invalid traffic, extremely low viewability, low-quality content or dubious traffic sourcing, or other reasons, must be blocked. It has upheld this policy by employing an internal team. It manually audits the quality of websites in addition to a combination of proprietary and outside automated solutions.
Here’s what they said
Chris Kane, President, Jounce Media said,
Made For Advertising sites are built to absorb budget from programmatic advertising campaigns that optimize to flawed proxy metrics instead of real-world outcomes. By blocking MFA by default, Basis Technologies is protecting advertisers from value-extracting supply and is rewarding publishers that are doing the hard work to build engaged audiences and high quality ad products.
Ian Trider, VP of product – DSP, Basis Technologies added,
Jounce Media’s data embedded in Basis Technologies’ DSP is as close to an ‘easy button’ as you can get to avoid ad investment from reaching low-performing sites. Jounce’s methodology for detecting and classifying MFA sites aligns with our philosophy that supply should have some meaningful value to advertisers. Having boosted protection in our DSP gives customers assurance that their ad dollars are going to sites that drive real business results.