Made-for-Advertising Sites:
New Definitions, Old Deceptions
Where marketers dance with algorithms to seduce consumers into clicking, there exists a peculiar breed of online entities known as "Made for Advertising" (MFA) sites. These crafty chameleons masquerade as legitimate platforms, but beneath their façade lies a web of deception that
threatens to drain ad budgets and tarnish brand reputations. As we embark on this journey, we'll peel back the layers of obfuscation surrounding MFAs, delve into their sinister machinations, and scrutinize the ongoing struggle to pin down their elusive nature. Picture this: advertisers, armed with mildly noble intentions, seek to reach their target audience in moments of digital reverie. Yet, lurking in the shadows are
these MFA sites, siphoning off ad dollars like digital highway bandits. The current research paints a grim picture, revealing that these MFA rascals nibble away at a staggering 5.7% to 7.9% of programmatic spending. Worse yet, their influence may soon skyrocket. MFAs are the digital
equivalent of confidence tricksters who use flashy antics to distract while they pilfer your wallet. These online impostors care little for content or user experience; their sole aim is ad arbitrage. The consequence? A dismal user experience, a bruised brand image, and a squandered ad budget. The challenge is further exacerbated as browsers abandon
third-party cookies, compelling advertisers to seek refuge in other targeting signals, like contextual data. Now, let's take a closer look at the anatomy of these MFA tricksters. They employ aggressive tactics to lure unsuspecting victims, utilizing search engines and social media to generate page views with ruthless efficiency. While reputable websites labor to deliver quality content and adhere to journalistic standards, MFAs
resort to cheap tricks - fillers, aggregated content, clickbait headlines, interlinked web pages, and those infuriating slideshows that prolong your agony and pad their ad-serving opportunities. If that weren't enough, they employ underhanded tactics like pixel stuffing and ad stacking, ensuring that many ads remain hidden from view. But here's the real
kicker—MFA sites are essentially ad forests with the occasional tree (content). They go above and beyond, cramming their pages with so many ads that even a seasoned banner-blind internet dweller can't ignore them. Sometimes, these ads masquerade as navigation buttons, tricking users into accidental clicks. It's like a bad magic show where the magician makes your money disappear and then pulls rabbits out of your wallet.
Needless to say, this isn't the kind of site people visit on purpose, and they certainly won't be rushing back for seconds. Now, here's where the plot thickens. Most advertisers would rather not fund this charade. But the reason MFAs continue to thrive is that they've perfected the art of gaming the system. Since these sites are predominantly comprised of ad units, they boast an unnaturally high viewability rate. What's more,
their CPMs are as low as the limbo bar at a very short circus, tricking programmatic algorithms that are programmed to seek out cost efficiency. The upshot? Advertisers may pat themselves on the back for seemingly hitting campaign KPIs, but in reality, they're just inflating their viewability metrics while getting absolutely zero bang for their advertising buck. It's like buying an empty bag of potato chips—you might feel
satisfied momentarily, but the hunger remains unsated. In short, there's no return on ad spend, and that money could've been better used as confetti at a digital marketing carnival. But what's an intrepid marketer to do in the face of such chicanery? The answer lies in evading the MFA trap. Enter supply-path optimization (SPO) strategies. Many brands have embraced SPO as a means to eliminate intermediaries and cozy up to
publishers, gaining a clearer understanding of which purchases yield real-world results. This is akin to cutting out the middleman and going straight to the source. However, in an ever-evolving digital landscape, it's not an exact science, thanks to the constant influx of new inventory. Now, let's pivot to the ongoing drama of defining MFAs. A coalition of industry heavyweights—the Association of National Advertisers (ANA), the
American Association of Advertising Agencies (4A’s), the World Federation of Advertisers (WFA), and the Incorporated Society of British Advertisers (ISBA)—recently attempted to pin down these slippery characters. However, their definition seems more like a cloak to protect the guilty than a sword to vanquish them. According to their
definition, MFA sites display a variety of telltale traits, including a high ad-to-content ratio, incessantly auto-refreshing ad placements, an abundance of paid traffic, humdrum, syndicated content, and websites that seem to have been designed by someone blindfolded with spaghetti. However, this definition, while a commendable step, is purposefully vague, leaving room for interpretation and potentially allowing the bad apples to slip through the cracks. But wait, there's more to this tale. The definition is not cast in stone; it's more like a watercolor painting—open to interpretation. Industry insiders can't seem to agree on how many of these characteristics are needed to label a site as an MFA. Some say three, others say more. It's like trying to corral a herd of cats—you can't expect them to follow the same path. As the dust settles on this
definition debacle, the battle against deceptive sites rages on. Without clear guidelines, the fight remains akin to a game of whack-a-mole in a hall of mirrors. The lack of transparency surrounding MFA sites and their effects on advertising campaigns underscores the need for ongoing education and awareness within the industry. In conclusion, MFA sites represent a conundrum within the advertising world. They sip from the
chalice of ad budgets while offering little in return, all while shrouded in ambiguity. As the advertising industry navigates this murky terrain, a common language and clearer guidelines are imperative to protect budgets and brand integrity. Advertisers and industry leaders must remain vigilant and persistent in their quest for transparency and accountability in the enigmatic realm of digital advertising.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Amazon's ad-serving business is riding off into the digital sunset in Q4 2024, giving brands and agencies a little extra time to switch gears and shed some tears. 😢 This sudden shift reflects Amazon's ceaseless quest for customer value assessment. Fear not, though, because they're steering towards the bright lights of a booming ad
future, having raked in $10.68 billion in Q2 2023. 💰 The ad server, once known as Sizmek Ad Suite, is making way for Amazon's AI and machine learning ambitions, or maybe it just couldn't catch enough digital waves. 🏄♂️ Regardless, the ad world will spin on, with Amazon DSP and other services staying in the game, and who knows, maybe they'll add an extra emoji to their privacy policy for good measure. 🕺💃 #AdieuAdServer
Gen Z is spritzing up a storm, redefining the fragrance game, and couldn't care less about what you smell like on the internet. 😌🌬️ According to Circana, they're using fragrances differently, with 83% of them opting for regular scent-sations, ranking highest in heavy usage. TikTok, or #PerfumeTok, is their scent-sational influencer, driving up fragrance sales and
prestige fragrance revenue by 13% in 2023. While classics like Chanel No. 5 aren't going extinct, Gen Z's darlings are indie digital brands like Phlur and Glossier's You, and they're making fragrance a social media sensation. Fragrance uplifts their mood, enhances wellness, and offers instant gratification, making it their go-to self-expression tool. 🌸💁♀️ And forget the old notion of fragrances for seduction; for Gen Z, it's all about creativity, wellness, and self-expression, not attracting
a partner. 🎨🧘♂️ #ScentedGenZ Well, it seems like we're in for a crossover episode! Google has joined forces with X, allowing Google Display Network advertisers to strut their stuff on X's feed and get cozy with the platform's user data. 🤝 This surprising partnership comes hot on the heels of X CEO Linda
Yaccarino's announcement that advertisers are making a comeback, predicting a profitable 2024. 📈 But was this deal part of her grand plan? We're not sure, but one thing's for certain: it's big news, and it could shake up your Google Ads strategy in a few ways. You'll soon be able to showcase your Google Ads on X's feed, without having to run X Ads or rely solely on Google's algorithm. 🌟 This might open up full-funnel opportunities, as users often discover new things while browsing X.
🕵️♂️ On the flip side, X's less regulated ad landscape, which drove some advertisers away, could mean your ads end up in more sensitive company. 😬 How this impacts your advertising depends on how Google and X decide to share their data, and for now, the deal's details remain a mystery. So, get ready to weigh the pros and cons, because it's a whole new advertising world out there! 🌍💼 #AdCrossover
😼 The cat has leapt from its hiding place! Rumors whispered 🤫 of Google's naughty antics 🤭, allegedly tinkering with queries and rankings to pile up the cash 💰 before year-end! Now, an email 📧—like a stray arrow 🏹—has landed in the public realm. The sender, none other than Google’s VP of advertising 🕴️, plots to “inject” queries and boost ad revenue 💵 by altering rankings and raising auction prices. This could lead to the SERP being more ad-laden
and organic content taking a backseat 🌿🚗. Suspicion lingers over the authenticity of the requests and their implementation. In other news, the ad lawsuit against Google? Poof! Vanished 🌬️! It’s a mystery 🕵️ why advertisers retreated. As for those fretting about AI 🤖 language models sneaking around your websites, a simple tweak to your robots.txt 🤖📜 will keep the “Bard” at bay. Quite a rollercoaster, isn’t it? 🎢 Keep your hats on! 🎩
🛑 The FTC’s noble quest 🏰 to slay the dragon 🐉 of fake reviews has hit a snag! 🤺 Advertisers say, “Hold on, this could muzzle 🤐 legitimate commercial speech!”. They argue that the FTC should stick to their old ways—guidance and individual prosecutions 🏹, rather than legally binding regulations. ANA adds its voice 🗣, fearing that true and honest
speech could be silenced 🙊. They believe incentives for positive reviews, if transparent, are no evil deed 🌿, and that the presence of deceptive reviews is not as widespread as presumed 🌐. On the contrary, Mozilla, armed with Fakespot ⚔️, supports the FTC, claiming the online world is indeed tainted by misleading praises and criticisms 🌐👾. What’s to unfold in this saga of truth and deception 🍿? Keep your quills ready 🖋!
👓 Snapchat is snapping shut 🚪 its AR Enterprise Division, but fear not, AR tools aren’t disappearing into the digital sunset 🌅! Instead, they’re promising a treasure trove of AR tools to advertisers 🌟. They’re reshuffling the deck, hoping to deal a winning hand 🃏 to advertisers and enhance the user experience with augmented reality marvels 🦋. It seems Snapchat is pivoting, orchestrating a symphony of change 🎶, where augmented
reality and advertisers dance in harmonious sync 🕺💃. Keep your lenses polished and stay tuned for the unfolding AR symphony 🎵!
💰 X, the artist formerly known as Twitter 🐦, is showering its creators with gold, claiming to have sprinkled nearly $20 million 💵 upon them, as declared by CEO Linda Yaccarino 📢. “Create, Connect, Collect!” is the new mantra, as X
endeavors to be the economic benefactor of the creator realm 🎨. Elon Musk, the wizard 🧙♂️ behind X, initiated the bounty, lowering the entry barriers and the payment gates 🌉. Since then, the pool of wealth has swelled from $5 million to $20 million in merely two moons 🌜🌛! It’s a game of amplification 🔊, where creators joust for attention 🤺, sometimes by wielding the sword of negativity 🗡️. Whether $20 million is the true treasure or a siren’s song 🎶, it beckons one to the lands of X
Premium 🌌. Will you embark on this journey 🚀?
🎸📜🔮 Music's evolution: It's a symphony of creativity and data in the age of Spotify and audience engagement. Miles Leonard of Viva La Music and Token || Traxx unveils the keys to harmonizing these forces at AudienceCON. 🎯 Craft an audience-centric strategy like Coldplay's immersive wristband-synced concerts. ⚖️ Balance
data and creativity for a hit formula. 📈 Leverage data from platforms like YouTube and Spotify for unforgettable fan experiences. 🎵 Data: The backstage pass to listener demographics, tours, royalties, trends, and emerging artists. ❌ But don't fall into the data trap – it's all about genuine resonance and audience connection. Miles Leonard's insights resonate with the heartbeat of music's golden eras. 🎶 #MusicEvolution #DataInMusic #AudienceEngagement #CreativeHarmony
Advertisers hit pause on their Google lawsuit over 'TrueView' metrics, but the show might go on. Dashawn Williams and Devon Holmes dropped their class-action complaint, though they retain the option to revisit the stage later. The dispute centered on Google's "TrueView" skippable video ads, which a contentious
Adalytics report claimed were often subpar, leading to disputes about methodology. Google maintained its innocence, emphasizing the distinction between served impressions and actual charges while standing by its quality standards. 📺💼 #GoogleAds #TrueViewMetrics #LegalDrama #AdAnalytics
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THE MEDIAMATH DEBACLE: IS THIS AD TECH’S THEATER OF THE ABSURD?
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Infillion has sent shockwaves rippling through the industry. It’s a move that’s ignited more debates than a late-night political talk show. The burning question on everyone’s mind: Has Infillion just pulled off a brilliant coup or taken an audacious gamble with a hefty side of risk? It’s a high-stakes poker game, and we’re all spectators, wondering whether we’re witnessing a grand adventure or a fool’s errand. Once upon a time,
MediaMath was the undisputed champion of the ad tech arena, striding confidently amidst the digital advertising giants. However, the tides turned, and MediaMath found itself drowning in a sea of debt that could give even the most financially astute among us heart palpitations. Yet, here comes Infillion, wading into the fray, determined to breathe new life into this beleaguered behemoth. READ THE FULL ARTICLE
ADTECH’S SECRET SAUCE: IT’S NOT ALL ABOUT THE CODE
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LEAD GENERATOR FACES MILLIONS IN MONETARY PENALTIES FOR ALLEGEDLY VIOLATING FTC’S TELEMARKETING SALES RULE On September 1, 2023, an Illinois federal court ruled in the matter of Federal Trade Commission v. Day Pacer LLC, et al. (N.D. Ill. Sept. 1, 2023) that Day Pacer (f/k/a EduTrek) and company executives violated the Telemarketing Sales Rule (TSR) by allegedly making millions of calls to telephone numbers on the National Do Not Call Registry. The court also ruled that they violated the TSR by providing “substantial assistance” to a third-party marketing partner
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Nandini Jammi: The Woman Who Cost Breitbart 90% of Its Ad Revenue and Exposed Pubmatic’s Support for Hate Speech and
Disinformation Nandini Jammi is not your typical activist. She doesn’t march on the streets, hold up signs, or chant slogans. She doesn’t even have a catchy name for her cause. She just has a laptop, a Twitter account, and a mission: to stop the flow of money from advertisers to
publishers of hate speech and disinformation. Jammi is the co-founder of Check My Ads, a non-profit organization that helps brands regain control of their ad placements and avoid funding bad faith publishers. She is also the co-founder of Sleeping Giants, a grassroots movement that exposed how thousands of advertisers were unwittingly supporting Breitbart News, a far-right website that promotes white nationalism, misogyny, and
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EMILIE COTTER TAKES THE HELM AS AUDI’S CHIEF MARKETING OFFICER In a pivotal move signaling Audi of America’s
determination to navigate the ever-evolving automotive landscape, the luxury automaker announced the establishment of a groundbreaking brand marketing team. Leading this visionary endeavor is the seasoned Emilie Cotter, who has been appointed as the Head of Brand Marketing and Communications, holding the esteemed title of Chief Marketing Officer. This strategic restructuring is set to harness the power of integration, aligning
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