Sunday, December 3, 2023

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    Anatomy of an ad tech outrage

    Few topics ignite the advertising community as intensely as the notion of made-for-advertising sites (MFAs). The mere utterance of these initials appears to whip this particular group into a frenzy of indignation, panic and resentment. 

    In fact, if their denial of MFAs were any more fervent, it could potentially disrupt the fabric of space and time itself. And to think none of it would’ve happened save for an audit back in June. It showed tens of millions of dollars are actually being spent on these sites that intentionally siphon money away from genuine publishers. 

    Of course there was going to be an outpouring of outrage. The existence of MFAs is undeniably detrimental. And yet, it’s disheartening that it took such an audit for the industry at large to finally acknowledge their existence. After all, these sites have been around for several years, although in retrospect, this lack of acknowledgement isn’t all that surprising.

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