The industry furore around ‘made-for-advertising’ (MFA) websites has meant a number of advertisers want to know what they can do to avoid buying this inventory. But in order to avoid MFA, you first have to define what it actually is, which is easier said than done.
DoubleVerify recently released a solution to help advertisers avoid MFA content, and the key to identifying these sites is analysing both monetisation and traffic-driving techniques says David Goddard, VP business development at DoubleVerify. Filmed at DMEXCO 2023 in Cologne.
