‘MFA should stand for made-for-arbitrage’: An oral history of the murky made-for-advertising crusade

Love them, hate them or tolerate them, “made-for-advertising” sites have had targets on their backs since the early summer, causing media buyers, advertisers and SSPs to make sweeping proclamations that they were blocking any and all MFAs from their programmatic ad buys.

But between the confusing nature of the term “made-for-advertising” and the fact that there is not a universally shared set of definitive parameters amongst industry stakeholders for identifying MFAs, the MFA crackdown started resembling more of a witch hunt.

As a result, independent- and diverse-owned publishers, local media sites and even some mid-sized outlets became collateral damage, cut from buyers’ inclusion lists that were created with their individual classifications and thresholds for what constitutes an MFA site.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.