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Exploring the Impact of MFA Sites on Advertising
This chapter discusses MFA (made for advertising) sites and their prevalence in the non-quality inventory that advertisers purchase, highlighting the surprising statistic that 15% of spend and 21% of impressions are on MFA sites. It also explores why MFA sites were not on the radar of many A&A members until the report came out and questions the role of agencies in bringing this issue to light.