Monday, December 11, 2023

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    Some Black-owned publications push back on MFA reform amid declining traffic

    Some Black-owned publishers feel the crackdown on made-for-advertising sites (MFAs) unfairly puts them at a disadvantage — particularly while grappling with declining referral traffic from social platforms.

    More ad dollars are making their way to Black-owned publishers, as a result of agencies’ commitments to spend a percentage of their media budgets with Black-owned publishers after the media reckoning spurred by the murder of George Floyd in 2020. However, declining referral traffic from sources such as Facebook this year means some of those publishers are struggling to fulfill the ad impressions required in their deals with advertisers.

    Because of declining traffic in the last year, a head of digital at a Black-owned publisher — that has benefitted from the money coming in from agencies like GroupM and Publicis — has felt pressure to buy traffic from Facebook or do deals with other publishers to extend their audiences to fulfill those campaigns.

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