Enhanced global solution enables advertisers
to activate pre-bid avoidance, further reducing media waste and
increasing return on investment
NEW YORK, March 5, 2024 /PRNewswire/ -- Integral Ad Science
(Nasdaq: IAS), a leading global media measurement and optimization
platform, today announced the expansion of its Made for Advertising
(MFA) AI-driven solution. With this enhancement, IAS now provides
advertisers the first solution that can measure and optimize
against both MFA and Ad Clutter sites to drive maximum efficacy
across the programmatic buying process.
MFA sites are web pages built to conduct ad arbitrage and
feature low quality content (e.g. spam sites, or ad farms) created
solely to serve ads, whereas Ad Clutter sites feature high ad
density and high ad-to-content ratio, leading to lower performance.
As opposed to a static exclusion list, IAS uses advanced machine
learning technology and additional signals built into IAS's core
platform to intelligently identify MFA and Ad Clutter sites.
"With the proliferation of MFA, global advertisers need
safeguards to avoid ad arbitrage and low performing, high ad
density sites while optimizing for media quality and performance,"
said Lisa Utzschneider, CEO of IAS.
"We're proud to offer the industry's first pressure-tested solution
for detecting and avoiding MFA and Ad Clutter sites at scale while
also preserving the flexibility to reach audiences across a diverse
range of publishers."
According to the ANA's recent Programmatic Media Supply Chain
Transparency Study, MFA websites counted towards 21% of study
impressions and 15% percent of ad spend, illustrating a significant
opportunity for advertisers and agencies to better understand where
their impressions are delivered and to optimize away from MFA sites
to reduce media waste. IAS analysis from over 40 global agencies
and brands found traffic served on sites classified as non-MFA have
a +278% better conversion rate than traffic served on sites
classified as MFA. Further analysis by IAS found that quality media
was more cost efficient than sites classified as MFA, delivering
lower cost-per-conversion by 63%.
The IAS MFA Measurement and Optimization solution supports the
ANA's definition of MFA and has been trained against Sincera's deep
library of metadata along with Jounce Media's widely adopted list
of MFA domains. The solution leverages supply chain data and
IAS-measured site characteristics including ad-to-content ratio,
total number of ads, auto-refresh ads, refresh rate, traffic
source, and autoplay video ads to report on MFA Ads, MFA Rate, Ad
Clutter Ads, and Ad Clutter Rate.
"The industry should not conflate Made For Advertising supply
with other forms of low quality advertising experiences. MFA
publishers operate an ad arbitrage business model that has no place
in the programmatic supply chain," said Chris Kane, President, Jounce Media.
"Separately, media companies that produce original content and
attract organic visitors sometimes engage in aggressive
monetization techniques that dilute the value of advertising. By
clearly distinguishing MFA supply from ad clutter, IAS is giving
media buyers the tools they need to make informed decisions about
inventory quality."
By partnering with IAS, publishers can also garner greater
insight into their own inventory with solutions for how to improve
quality and drive greater engagement with advertisers. For
publishers identified as MFA or Ad Clutter, they'll also have
greater visibility into their inventory quality. IAS MFA
measurement promotes a healthier media ecosystem by enabling
publishers to improve the quality of their properties and drive
greater engagement with their advertisers.
IAS's MFA AI-driven site Measurement and Optimization solution
expands on the beta announced in Q4 2023 and will be available
globally beginning in Q2 2024. For more information on how IAS is
identifying and combating MFA sites, visit: How Marketers Can
Detect and Avoid Made for Advertising Sites.
About Integral Ad Science
Integral Ad Science (IAS) is
a leading global media measurement and optimization platform that
delivers the industry's most actionable data to drive superior
results for the world's largest advertisers, publishers, and media
platforms. IAS's software provides comprehensive and enriched data
that ensures ads are seen by real people in safe and suitable
environments, while improving return on ad spend for advertisers
and yield for publishers. Our mission is to be the global benchmark
for trust and transparency in digital media quality. For more
information, visit integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.