Integral Ad Science ( IAS), a global media measurement and optimisation platform, has announced a new Made for Advertising (MFA) AI-driven site detection and avoidance product.
The company’s MFA site technology aims to improve transparency into advertiser campaign quality, identify where spend is being allocated, and inform optimisations to minimise waste on MFA sites.
MFA sites are web pages featuring low quality content (e.g. spam sites, or ad farms) created solely to serve ads, and are optimized to perform well against traditional verification metrics, such as viewability. However, advertising spend on these sites does not drive meaningful outcomes, such as conversions or brand lift.
IAS’ new product leverages AI to uncover MFA sites at scale, allowing advertisers to take back control of their media quality and cut down on wasted spend.
Yannis Dosios, CCO at IAS, said this MFA product was built to deliver unprecedented transparency to advertisers and provide them with the ability to both detect and avoid MFA sites in order to redirect their ad spend to publishers that drive a return.
“The industry faces a significant challenge in combating MFA sites," said Dosios.
"By leveraging AI, we have developed a scalable way to identify these low quality sources of inventory and improve overall campaign performance."
The IAS MFA product completed alpha testing in early October 2023, and is available now as a beta measurement offering for select customers. General availability is expected to expand to all customers in early 2024.
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