Adalytics’ latest research on Made for Advertising sites uncovers exposure to MFA still runs remnant. 6 months after the ANA programmatic supply chain study identified 15% of programmatic spend is wasted on MFA, 16 out of 17 of the named participating brands still appear on MFA sites.

Despite assurances from ad tech vendors and media agencies about blocking MFA sites, Adalytics found that ads from many significant brands were still appearing on these sites. A lot of DSPs and agencies, including all 7 of the big holding companies, continue to transact major advertisers’ ads on MFA sites. Similarly, many SSPs and ad exchanges keep serving ads on MFA – several that claim to work with partners such as Jounce, supply MFA specifically through PMP deals.  

Adalytics' findings indicate a crucial oversight in the advertising industry, as major brands and government bodies inadvertently continue to feature on MFA sites. The situation highlights the necessity for more proactive, stringent measures in ad placement and a re-evaluation of existing strategies to better safeguard brand integrity.