Integral Ad Science (IAS) is expanding its Made for Advertising (MFA) AI-driven solution.
With this enhancement, IAS now provides advertisers a solution that can measure and optimise against both MFA and Ad Clutter sites to drive maximum efficacy across the programmatic buying process.
MFA sites are web pages built to conduct ad arbitrage and feature low quality content (e.g. spam sites, or ad farms) created solely to serve ads, whereas Ad Clutter sites feature high ad density and high ad-to-content ratio, leading to lower performance.
IAS CEO Lisa Utzschneider said with the proliferation of MFA, global advertisers need safeguards to avoid ad arbitrage and low performing, high ad density sites while optimsing for media quality and performance.
"We’re proud to offer the industry’s first pressure-tested solution for detecting and avoiding MFA and Ad Clutter sites at scale while also preserving the flexibility to reach audiences across a diverse range of publishers," she said.
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