New AI Technology Unveiled to Combat Ad Fraud on Made for Advertising Sites
In a groundbreaking move, Integral Ad Science (IAS) has launched an AI-driven site detection and avoidance product called Made for Advertising (MFA). MFA sites are known for their low-quality content and are designed solely to display ads. Traditional verification metrics, such as viewability, may make these sites appear attractive, but they do not drive meaningful outcomes like conversions or brand lift.
The new IAS product leverages AI to identify MFA sites at scale, giving advertisers the power to reclaim control over their media quality and eliminate wasted spend. During alpha testing, the product demonstrated superior MFA site identification for major advertisers and agencies.
IAS’s technology aligns with the definition of MFA sites provided by the Association of National Advertisers (ANA). By considering factors like ad-to-content ratio, ad refresh rate, and traffic source, the product classifies sites as MFA. The ANA’s Programmatic Media Supply Chain Transparency Study found that 21% of measured ad impressions were served on MFA sites.
Yannis Dosios, Chief Commercial Officer at IAS, emphasized the need for transparency in combating MFA sites. He explained that the industry faces a significant challenge, but AI offers a scalable solution to improve campaign performance by identifying and avoiding low-quality inventory sources.
To ensure alignment on MFA websites, IAS trained its model against Jounce Media’s widely accepted MFA domain list and incorporated signals from Sincera. This collaboration has resulted in a pressure-tested solution for detecting and blocking MFA sites at scale.
Advertisers must take responsibility and independently evaluate whether MFA sites align with their brand standards for content and user experience. Bill Duggan, ANA Group Executive Vice President, commended IAS for taking action and supporting the ANA’s definition of MFA. He expressed surprise at the limited awareness of MFA sites among media professionals and looked forward to IAS’s continued efforts to educate and inform buyers.
The IAS MFA product completed alpha testing in October 2023 and is now available on a beta measurement basis for select customers. General availability is expected to expand to all customers in early 2024.
To find out more about how IAS is combatting MFA sites and helping marketers detect and avoid them, visit their website.
Do you think AI technology will effectively combat ad fraud on MFA sites? Leave a comment and let us know.
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