Really interesting piece by Jack Benjamin at The Media Leader on the challenges facing publishers as new AdTech tools emerge to identify Made For Advertising (MFA) sites.
(For those unsure what is meant by MFA sites, IAS’s head of fraud protection broadly defines them as platforms conducting ad arbitrage aka “Made For Arbitrage”)
Travis Lusk, group director for digital media and adtech, highlights a significant concern which is that reputable publishers could also find themselves on and off MFA block lists, “because of actions they take to ‘juice’ their monetisation or traffic numbers in order to fulfil demand”.
I strongly recommend reading the article, especially the comments from Ozone’s COO, Danny Spears who points out that categorising high-ad-load publishers as MFA would likely exacerbate user experience issues on publisher websites…
Also, if you share my passion for topics like the above, or if you're just intrigued by the evolving media and AdTech landscape, I highly recommend checking out the Media Leader Podcast. The guests are fascinating and I always learn something valuable from each episode.
To save you a search, I’ve shared a link below to an episode I particularly enjoyed with Havas Media’s Laura Kell.
She talks about the relaunch of Havas’ Converged platform, life after cookies, data privacy, and her view on the current media agency model. Really insightful interview!
https://lnkd.in/dZ_mnHxB
A great read as always from The Media Leader's Jack Benjamin on the need for clear differentiation between Made For Advertising sites (👎 ) and Made For Reader sites (👍 ).
As part of the reportage, our COO Danny sums up the challenge... “A problem gets identified in the long tail [of the internet], it gets transposed on premium publishers, fear is induced among the marketer community and then someone asserts themselves in the middle.”
Danny's solution is more of a rallying call: "Stop buying crap".
You can read the full article below:
![Row over MFA label for publishers hits boiling point]()
Row over MFA label for publishers hits boiling point
https://the-media-leader.com
