Wednesday, February 28, 2024

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    Media Briefing: Buyers say the MFA panic is over – but not forgotten

    The MFA panic is over?

    The mania around made-for-advertising sites (MFAs) has calmed down, according to five agency executives – though MFAs are anything but forgotten.

    “In terms of priorities for 2024, MFAs are currently about a 4 out of 10,” said Deva Bronson, evp and global head of brand assurance at Dentsu, via email. “We see this as important, but we are confident that our current approach is successful. Given this, combined with the community efforts over the past 6-12 months, we see this as waning compared to others priorities in the space.”

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