Is Your Budget Feeding the Monster of MFA?

Is Your Budget Feeding the Monster of MFA?

Hey there, Trackier Community!

The open internet is under attack by a silent enemy: Made-for-Arbitrage (MFA) content. These low-quality websites churn out clickbait and subpar content solely to serve ads, sucking advertising dollars away from legitimate publishers.

Just like any addiction, buying cheap impressions on MFA is a vicious cycle. Advertisers, tempted by low CPMs, sacrifice quality for short-term gains. Ad tech companies turn a blind eye to maintain revenue flow. And publishers, desperate for income, are pushed towards clickbait tactics.

This race to the bottom tarnishes the reputation of the open web, leading platforms like The Trade Desk to scramble for a "premium internet" solution. But this isn't a walled garden problem – it's an industry-wide issue.

The Good News: We Can Slay the Beast

There's hope! By working together, advertisers can reclaim their budgets, publishers can earn from quality content, and the open web can thrive once more. Here's how:

Advertisers: Take Back Control

• Reset Expectations: Ditch the chase for impossibly low CPMs and inflated reach. Focus on quality over quantity. Real audiences are more valuable than inflated numbers.
• Demand Transparency: Ask your ad tech partners about their supply chain. Do they have strict quality protocols and actively filter out MFA content?
• Embrace Third-Party Verification: Utilize data to measure partner quality. Their insights help ensure your budget isn't fueling the MFA monster.

Building a Better Network

The fight against MFA requires strong allies. Here's how to surround yourself with the right partners:

• Reward Long-Term Performance: Incentivize agencies based on real results, not illusory scale. Value long-term brand success over fleeting clicks.
• Seek Transparency in Partnerships: Choose ad tech partners who prioritize quality and offer clear insights into where your ads are placed.

Saying No to MFA

Just saying "no" isn't enough. You need partners who share your commitment to quality content. Look for companies like Trackier, who prioritize brand safety and deliver real value.

A Brighter Future for the Open Web

When we slay the MFA monster, everyone wins. Here's what a healthy web looks like:

• Publishers Rewarded: Quality content gets the recognition it deserves, allowing publishers to focus on creating valuable experiences for users.
• Advertisers Reach Real Audiences: Your ads reach genuine users interested in your brand, leading to better engagement and ROI.
• A Thriving Open Web: The internet becomes a trusted environment for brands and consumers alike, fostering genuine connections and valuable interactions.

Let's Work Together!

We can build a stronger, more sustainable future for the open web. But it requires action. Here's how you can get involved:

• Share this article on your network! Spread awareness about the MFA problem and inspire others to join the fight.
• Leave a comment below! Are you surprised by the prevalence of MFA in the ad tech industry? Share your thoughts and experiences.

Until next time, happy marketing!