“There is a Place for MFA-Style Websites”

Dan Meier 06 November, 2023 

The industry has seen a surge of Made for Advertising sites in recent months, with the majority of brands not realising they are appearing alongside MFA content. But MFA is a spectrum, argues Alice Beecroft, Senior Director, Global Strategy & Partnerships at Yahoo, and there are some direct response-focused advertisers who are comfortable with MFA – providing they are given standardised definitions, proper labelling within the bidstream, and sufficient choice over where their ads appear.

In this interview, Beecroft also discusses Yahoo Backstage, the company’s MFA-free marketplace with a focus on premium CTV inventory. Filmed at TV Rise 2023 in Florence.


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