DoubleVerify launches new tiered "Made for Advertising" (MFA) categories

DoubleVerify launches new tiered "Made for Advertising" (MFA) categories

DoubleVerify last month announced an advancement in its brand safety and suitability tools. The new tiered "Made for Advertising" (MFA) categories allow advertisers to precisely identify and avoid websites designed primarily for generating ad revenue rather than offering genuine content.

The explosion of AI-generated content has led to a surge in "Made for Advertising" sites. These sites often feature excessive ads, rely heavily on paid traffic, and offer low-quality or heavily duplicated content. While not inherently fraudulent, MFA sites can dilute the impact of advertising campaigns and pose risks to a brand's reputation.

DV's new MFA classification system uses a combination of human expertise and AI-powered analysis to categorize sites into three tiers:

  • MFA High: Sites with extreme MFA characteristics (very high ad density, predominantly paid traffic).
  • MFA Medium: Sites with a mix of MFA traits and legitimate content.
  • MFA Low: Sites where only a portion exhibits MFA behavior.

This nuanced approach prevents miscategorization of legitimate websites, even those with higher-than-average ad placement.

“AI-driven MFA content has exploded over the last 12 months, creating a new set of hazards for advertisers seeking quality media performance. The introduction of DV’s tiered MFA brand suitability categories for both pre-bid avoidance and post-bid measurement offers global brands a unified, surgical solution to ensure campaigns are aligned with brand values from start to finish,” said Mark Zagorski, CEO of DoubleVerify. “Our dual approach not only safeguards advertisers, but also enhances media buying efficiency – ensuring brand safety and suitability criteria are applied at every stage of the media buying process.”

The tiered MFA categories offer advertisers:

  • Enhanced brand safety: Avoid association with low-quality or unsuitable content.
  • Improved campaign performance: Ensure ads are seen on sites likely to engage genuine audiences.
  • Reduced waste: Eliminate spending on ineffective placements.


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