{"id":612371,"date":"2024-03-11T19:41:43","date_gmt":"2024-03-11T16:41:43","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/brands-unknowingly-wasting-ad-dollars-on-made-for-advertising-sites-claims-report\/"},"modified":"2024-03-11T19:41:43","modified_gmt":"2024-03-11T16:41:43","slug":"brands-unknowingly-wasting-ad-dollars-on-made-for-advertising-sites-claims-report","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/brands-unknowingly-wasting-ad-dollars-on-made-for-advertising-sites-claims-report\/","title":{"rendered":"#Brands unknowingly wasting ad dollars on Made for Advertising sites, claims report"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3c59193120b\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3c59193120b\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/brands-unknowingly-wasting-ad-dollars-on-made-for-advertising-sites-claims-report\/#An_Adalytics_study_found_that_ads_are_being_placed_on_MFA_sites_through_programmatic_and_non-programmatic_channels\" >An Adalytics study found that ads are being placed on MFA sites through programmatic and non-programmatic channels.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"An_Adalytics_study_found_that_ads_are_being_placed_on_MFA_sites_through_programmatic_and_non-programmatic_channels\"><\/span>An Adalytics study found that ads are being placed on MFA sites through programmatic and non-programmatic channels.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nHundreds of major brands unknowingly have their ads served on Made for Advertising (MFA) websites.<\/p>\n<p>Ads are being placed on these sites through both programmatic and non-programmatic channels, according to a new study by Analytics.<\/p>\n<p><strong>What are MFA websites?<\/strong> MFA websites are sites created primarily for profit through advertising and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ly provide a poor user experience, potentially damaging the reputation of digital advertising overall. They often have poor-quality content and display a high number of ads. The Association of National Advertisers clarified:<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<ul>\n<li>\u201cMFA websites have a High percentage of paid traffic sourcing\u2026and often have little-to-no organic audience and are instead highly dependent on visits sourced from clickbait ads that run on <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> networks, content recommendations platforms, and even on the websites of reputable publishers.\u201d<\/li>\n<li>\u201cBuying paid traffic is the primary cost driver of operating an MFA business. Overcoming paid traffic acquisition costs requires MFA publishers to engage in aggressive monetization practices and arbitrage.\u201d<\/li>\n<\/ul>\n<p><strong>Misconceptions.<\/strong> Many companies are under the impression that their ad dollars are protected from being spent on MFA sites, according to Adalytics. This is why the platform decided to conduct an investigation into the efficiency of ad spend.<\/p>\n<p><strong>What is Adalytics?<\/strong>\u00a0Adalytics is a crowd-sourced advertising performance optimization platform that was set up to review and improve the digital advertising landscape.\u00a0<\/p>\n<p><strong>The study. <\/strong>Adalytics worked with a Fortune 500 company to assess their ad spend efficiency. Despite the Global Head of Media\u2019s belief that their brand had minimal exposure to MFA inventory in 2023, Adalytics found that the brand spent over $10 million on MFA websites. This prompted Adalytics to investigate the extent of this phenomenon and how Fortune 500 brands\u2019 ads can end up on MFA sites, both programmatically and non-programmatically.<\/p>\n<p><strong>Brands.<\/strong> The Adalytics study reviewed the campaigns of hundreds of major brands, including:<\/p>\n<ul>\n<li>Procter &amp; Gamble.<\/li>\n<li>Johnson &amp; Johnson.<\/li>\n<li>Pfizer. <\/li>\n<li>Ford. <\/li>\n<li>NBC Universal.<\/li>\n<li>US Army.<\/li>\n<li>The Wall Street Journal. <\/li>\n<li>Meta, and many others.<\/li>\n<\/ul>\n<p><strong>The results <\/strong>Adalytics identified the following key findings from their research:<\/p>\n<ul>\n<li>Hundreds of ANA member and other brands continue to have their ads observed on MFA websites as of January 2024.<\/li>\n<li>Several US government agencies and departments were exposed to MFA sites, including the US Army and Navy.<\/li>\n<li>Thousands of brands <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ear to have their ads placed on Made for Advertising sites via the Microsoft Audience Network.<\/li>\n<li>Many ad exchanges and supply side platforms (SSPs) continue to serve ads on MFA sites, including:\n<ul>\n<li>Google. <\/li>\n<li>Criteo. <\/li>\n<li>Smart AdServer. <\/li>\n<li>OpenWeb. <\/li>\n<li>Microsoft Xandr,and more.<\/li>\n<\/ul>\n<\/li>\n<li>Many demand side platforms (DSPs) have been observed transacting Made for Advertising inventory, including:\n<ul>\n<li>Roku OneView.<\/li>\n<li>Yahoo DSP.<\/li>\n<li>Google DV360. <\/li>\n<li>Amazon DSP, and more.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><strong>Why we care.<\/strong> Adalytics uncovered a widespread misconception among advertisers that their ad dollars are not being wasted on MFA sites. The study contradicts this belief. Consequently, advertisers are strongly recommended to validate the functionality of MFA-blocking offerings to ensure they align with advertised capabilities and comply with policies.<\/p>\n<p><strong>What the ANA is saying<\/strong>. The Association of National Advertisers said in a <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/perma.cc\/LB6A-4RZD\">report<\/a>:<\/p>\n<ul>\n<li>\u201cIt is essential for marketers to maintain vigilance. Taking your eye off the ball can lead to questionable inventory practices, thereby diluting the potential of programmatic advertising as a potent tool for driving results.\u201d<\/li>\n<li>\u201cDue diligence is the most important posture in order for brands to leverage the opportunity for savings, improve efficiencies, and reduce the carbon footprint of their programmatic media activity.\u201d<\/li>\n<\/ul>\n<p><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><strong>Deep dive<\/strong>. Read the Adalytics <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/adalytics.io\/blog\/ads-observed-on-made-for-advertising-sites-in-january-2024\">study<\/a> in full for more information.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Nicola Agius\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/nicola_agius\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/nicola_agius\" alt=\"Nicola Agius\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Nicola Agius<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=nicola_agius&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nicola-agius-8b330956\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company&#8217;s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.                   <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/brands-ad-dollars-made-for-advertising-adalytics-438298\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>An Adalytics study found that ads are being placed on MFA sites through programmatic and non-programmatic channels. Hundreds of major brands unknowingly have their ads served on Made for Advertising (MFA) websites. Ads are being placed on these sites through both programmatic and non-programmatic channels, according to a new study by Analytics. What are MFA&#8230;<\/p>\n","protected":false},"author":1,"featured_media":612372,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/03\/advertising-1.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[147878,107942],"class_list":["post-612371","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-paid-social","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/612371","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=612371"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/612371\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/612372"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=612371"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=612371"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=612371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}