As the digital advertising ecosystem tries to navigate its way through the murky waters of Made-For-Advertising (MFA) sites, it seems we're witnessing a classic case of the industry biting its own tail – and not in a cute, puppy-chasing-its-tail way, but more like a horror movie where you're screaming at the screen, "Don't go in there!"
Yet, they keep on going.
The recent exposé by Adalytics throws a glaring spotlight on the ugly truth that, despite loud proclamations and supposed crackdowns, MFA sites are not just surviving; they're thriving, like cockroaches at a breadcrumb festival.
Here's the tea: hundreds of major brands, those household names we love and spend our hard-earned money on, are still being duped into serving ads on these spammy,
bottom-of-the-barrel websites. And who's the Pied Piper leading them into this digital quagmire?
Look no further than the ad-tech firms, with a notable tip of the hat to The Trade Desk, who seems to be the only one not playing the tune – or at least, Adalytics didn’t catch them at it.
What's the big deal with MFA sites, you ask? Picture this: websites so crammed with ads that you can barely find the "content" (using the term
loosely here), which is about as unique and engaging as a wet cardboard box. They're the digital equivalent of those shady pop-up stores selling knock-off sunglasses and suspiciously cheap electronics. Except, in this scenario, the sunglasses are ads, and the electronics are clicks. And just like those pop-up stores, they're not designed to last or provide value but to make a quick buck before vanishing into the ether.
So, who's at fault here? It's like a whodunnit
where everyone's pointing fingers at everyone else. The brands are up in arms, feeling betrayed by the very system supposed to safeguard their image. Meanwhile, the ad-tech firms, SSPs, and DSPs are playing a high-stakes game of Hot Potato with the blame. "Not it!" they cry, as they scramble to announce new tools, initiatives, and partnerships designed to combat the issue – or at least give the appearance of doing so.
Diving into this tangled web, let's zero in on
the unsung heroes of the MFA saga: retail media networks. Oh, the irony! Positioned as the golden children of digital advertising, these networks are, in fact, some of the biggest culprits driving traffic to MFA sites. It's like finding out your health food is packed with hidden sugars. And here we were, thinking we were on the path to purity and transparency. The truth is, these networks are about as clear as mud when it comes to where your ads are ending up. It's a classic case of "Do as I
say, not as I do," with big names in retail playing both sides of the field. They promise visibility and control but deliver a wild goose chase around the MFA merry-go-round.
And then there's frequency capping – or should I say, the lack thereof. It's like the Wild West out there, with ads blasting away with no sheriff in town to lay down the law. The Adalytics report throws down the gauntlet, challenging the very notion that frequency capping even exists in the
realm of MFA. It's akin to trying to enforce a speed limit on the Autobahn; those ads are going to keep coming at you, fast and furious, with no end in sight. This relentless barrage isn't just annoying; it's about as cost-effective as lighting cigars with hundred-dollar bills. The advertisers' quest for cheap reach turns into an epic fail, as they shell out Super Bowl-sized budgets for the digital equivalent of shouting into a void.
As for the white knights of the
story, those private marketplace deals touted as the MFA slayers? Well, it turns out they're not wielding Excalibur after all. More like bringing a butter knife to a gunfight. Despite the fanfare, PMPs are no match for the cunning of MFA sites, which continue to slip through the cracks with the ease of a greased-up Houdini. The Adalytics report doesn't mince words here, showcasing example after example of how these so-called solutions are more Band-Aid than bulletproof. And with every MFA ad
served, the industry's credibility takes another hit, leaving marketers to wonder if their quest for the Holy Grail of ad spend efficiency is nothing but a fool's errand. But hey, at least we've identified The Trade Desk and Walmart DSP as the rare unicorns in this fable, seemingly immune to the MFA scourge. Let's give them a round of applause, folks – or better yet, a standing ovation.
But let's be real: this isn't a problem that popped up overnight. It's a
festering wound that the industry has been content to slap a band-aid on, hoping no one would notice the gangrene setting in. And every time a new study or report (cue Adalytics, riding in like the digital advertising world's Batman) reveals the extent of the issue, there's a flurry of activity, a cacophony of promises, and then... what? We're right back where we started, with ads for prestigious brands nestled cozily next to the digital equivalent of a three-card monte game.
It's a circus, folks – and not the fun kind with clowns and cotton candy. It's the kind where you leave feeling a little lighter in the wallet and a lot heavier in existential dread. The ad industry needs to do more than just talk a big game; it needs to fundamentally reevaluate its priorities, practices, and partnerships. Because at the end of the day, if your ad spends more time in the company of digital riff-raff than reaching actual potential customers, maybe it's
time to admit you have a problem.
So, here's a novel idea: How about we stop making it rain for these MFA sites? Let's demand more than just lip service from the powers that be. It's time for advertisers, agencies, and ad-tech firms to put their money where their mouth is – or, in this case, stop putting their money where their mouth shouldn't be. And maybe, just maybe, we can start cleaning up this mess. Because if we don't, who will? The cockroaches?
