Made-for-advertising sites are the digital ad industry’s latest scourge. An Association of National Advertisers study in June 2023 found these sites had siphoned TK% of programmatic open market ad spend from a selection of advertisers, raising alarm across the marketplace.

However, as the industry contends with this issue, ad buyers and sellers are still wrapping their heads around what MFA site actually is compared to a standard ad seller. The most apt descriptor may be “junk food salad,” as Digiday senior media editor Tim Peterson explains in this video skit.

For more on MFA sites, check out these articles from Digiday:

WTF are made-for-advertising sites (MFAs)
https://digiday.com/marketing/wtf-are...

Ad tech industry gears up to combat MFAs
https://digiday.com/marketing/ad-tech...

Made-for-advertising sites lack a clear definition, causing confusion among the advertising industry
https://digiday.com/media-buying/made...

GroupM is removing MFAs from its inclusion lists
https://digiday.com/media-buying/grou...

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