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Is It Possible to Create a New Definition specifically for Websites that Promote Ads?

Since the dawn of programmatic advertising, unscrupulous publishers have been devising ways to manipulate digital ad auctions, getting brands to spend money to run ads without putting in the work to develop content that actually brings in viewers.

These spammy websites have had a lot of names over the years, from clickbait to content farms, and despite numerous industry initiatives they are still abundant. This past summer, the industry has been working on a way to operationalize and eliminate some of these bad actors, dubbing them Made for Advertising (MFA) sites: publishers that aren’t outright fraud or hate speech, but aren’t what most advertisers would consider legitimate either.




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