Media buyers weigh the sledgehammer or the scalpel approach to MFA classification 

Media buyers (and publishers for that matter) are still waiting on a clearly defined list of qualities that determine if a site is made-for-advertising (MFAs) or not. Without one, a lot is left open to interpretation. 

Some consultancies, like Jounce Media, and verification firms, like DoubleVerify, have taken the initiative to try and create more clarity in different manners — like the former’s cut-and-dry MFA list, or the latter’s graduated tiered classification approach.

When Digiday asked five media buyers which methodology — the sledgehammer or the scalpel — was winning them over, most buyers said that both options had to be approached with caution while the panic was still settling. Everyone said they weren’t entirely sold on any third-party’s guidance and wanted to wait for an industry standard.

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