Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Signaling Change Amazon has a new ad measurement product for publishers. Signal IQ, as it’s called, is designed to help sites measure the impact of alternative IDs on campaign performance, including for streaming media, Ad Age reports. The idea is to make it easier […]
Made-for-advertising (MFA) sites are roosting in reputable publishers’ subdomains. IDs are declared inconsistently. And the established third-party measurement companies are sitting on the sidelines.
Buyers could solve many of the issues they have with the open web by focusing less on viewability and clicks and more on driving performance outcomes, says Goodway Group director of strategic partnerships Andrea Kwiatek.
Colossus SSP, a DEI-focused supply-side platform owned by Direct Digital Holdings (DDH), is the subject of Adalytics’ latest report released Friday. It’s a doozy.
Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.
Industry experts weigh in on Forbes’s MFA subdomain and why ad verification tools still regularly fail to flag some instances of alleged SIVT.
URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.
In today’s newsletter: Adalytics reveals Forbes was running a separate MFA sub-domain; The New York Times seeks to use attention benchmarking to validate its premium publisher status; and Google is reportedly looking to buy HubSpot.
Why the 4A’s is hosting secret meetings to redefine MFA from “made for advertising” to “made for arbitrage.” Plus, a new report from Adalytics reveals that MFA-blocking solutions aren’t as effective as tech vendors claim.
