AI helps advertisers by identifying MFA sites

IAS, which operates in the field of global media optimization, has recently designed a new product that, by identifying MFA sites and introducing them, increases the quality of advertising campaigns and reduces the amount of waste of these sites by providing accurate information.

Sites M.F.A

MFA stands for Made-For-Advertising and refers to websites that do not produce quality content. Spam sites or click farms are included in this category of sites. The purpose of creating such sites is only advertising and only traditional approval standards have been followed. Paying for such sites does not lead to meaningful results such as increased conversion rates and brand awareness.

AI Helping Advertisers

As mentioned, using such sites will result in nothing but a waste of capital. According to Hoshio, using the new IAS product will help advertisers to regain the lost quality of their media and avoid paying costs that are not productive. This new product features features such as ad-to-content ratio, ad refresh rate, and a traffic source for classified sites known as MFA.

In explaining their new product and the impact it will have on advertisers, IAS Chief Commercial Officer Yanis Dosios says:

“Advertisers can identify MFA sites using this product and avoid them as much as possible. The unprecedented transparency that the IAS product provides to these people makes this identification easy. In this case, advertisers can allocate their costs to ads that they know will achieve the desired results.”

The industry has always faced difficulties in fighting MFA sites and has never been able to completely overcome them. At the same time, advertisers should be assured that these sites are identifiable and that they do not pose a threat to advertising agencies. The way AI works is completely scalable and has been able to improve the overall performance of ad campaigns. IAS exposed an extensive list of MFA domains to the AI ​​and taught it how to detect and block MFA from an industry stress testing solution.

The good news for ad campaigns is that the new IAS product successfully passed its alpha test in early October 2023 and is now available to select customers as a beta measurement offering. IAS has promised that in early 2024, the general public will be able to benefit from this new application of artificial intelligence.

Conclusion

MFA are sites that do not provide quality content. If advertisers trust these sites, they will lose their capital; without benefiting from a favorable yield. IAS has recently made it possible to identify MFA sites and block them with its new innovation using artificial intelligence, and it will be available to customers from early 2024.