{"id":784091,"date":"2023-09-14T11:20:00","date_gmt":"2023-09-14T15:20:00","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverify-to-protect-advertisers-against-made-for-advertising-content-with-industry-first-holistic-solution\/"},"modified":"2023-09-14T11:20:00","modified_gmt":"2023-09-14T15:20:00","slug":"doubleverify-to-protect-advertisers-against-made-for-advertising-content-with-industry-first-holistic-solution","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverify-to-protect-advertisers-against-made-for-advertising-content-with-industry-first-holistic-solution\/","title":{"rendered":"DoubleVerify to Protect Advertisers Against \u2018Made for Advertising\u2019 Content with Industry First Holistic Solution"},"content":{"rendered":"

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DoubleVerify to Protect Advertisers Against \u2018Made for Advertising\u2019 Content with Industry First Holistic Solution<\/b><\/p>\n

The ad industry\u2019s leading verification provider launches turnkey MFA measurement and protection, and advances guidance on how to identify and categorize egregious MFA content<\/i><\/p>\n

NEW YORK–(BUSINESS WIRE<\/a>)–DoubleVerify<\/a> (\u201cDV\u201d) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today announced the expansion of its brand safety and suitability solution to enable advertisers to monitor and avoid MFA (\u201cMade For Advertising\u201d) sites. As part of this innovation, DV has advanced a clear definition of MFA, empowering advertisers to identify and address MFA-driven challenges effectively.<\/p>\n

\nDV developed its proprietary MFA analysis process based on a unique blend of human and artificial intelligence-based auditing. With this release, DV\u2019s solution can be enabled directly by a customer in their brand safety and suitability profile for measurement and monitoring, and in DV Authentic Brand Suitability for pre-bid avoidance.<\/p>\n

\n“DV continues to lead with customer driven innovation that helps advertisers tackle the rapidly evolving challenges in digital advertising that impact media quality and performance” stated Mark Zagorski, CEO of DoubleVerify. “With the rise of AI tools that can rapidly spawn MFA sites, DV’s own AI tech is crucial in empowering global brands to identify, measure and avoid problematic MFA content in real time and ultimately drive better marketing outcomes.\u201d<\/p>\n

\nIn June, amid concerns over AI tools accelerating the production of inappropriate online content, the ANA published a report stating that MFA websites account for one-fifth (21%) of all programmatic ad impressions and attract 15% of total advertising spend. In its own independent analysis, DV found that some MFA sites generate hundreds of millions of impressions per month.<\/p>\n

\nLacking a uniform definition of MFA, misunderstandings about the categorization abound. Some mistakenly view MFA content as exclusively bot-driven with entirely fraudulent traffic. While this does represent a portion of MFA traffic, these types of sites are typically identified as fraudulent and thus excluded as part of standard fraud controls. Most MFA traffic, however, comes from legitimate human users, often from paid channels like social media and content recommendation engines.<\/p>\n

\nDV formally defines MFA sites as those whose sole purpose is to deliver advertisements. These sites can be identified by analyzing several factors across their ad monetization activities, ad traffic sources and approach to content creation. More specifically, these sites exhibit the following characteristics:<\/p>\n