Latest innovation leverages AI to uncover
low-quality sites at scale and minimize wasted ad spend
NEW
YORK, Oct. 16, 2023 /PRNewswire/ -- Integral Ad
Science (Nasdaq: IAS), a leading global media measurement and
optimization platform, today announced a new Made for Advertising
(MFA) AI-driven site detection and avoidance product. The company's
MFA site technology aims to improve transparency into advertiser
campaign quality, identify where spend is being allocated, and
inform optimizations to minimize waste on MFA sites.
MFA sites are web pages featuring low quality content (e.g.
spam sites, or ad farms) created solely to serve ads, and are
optimized to perform well against traditional verification metrics,
such as viewability. However, advertising spend on these sites does
not drive meaningful outcomes, such as conversions or brand
lift.
IAS's new product leverages AI to uncover MFA sites at scale,
allowing advertisers to take back control of their media quality
and cut down on wasted spend. During Alpha testing, IAS delivered
comprehensive campaign analysis demonstrating superior MFA site
identification for some of the world's largest advertisers and
agencies.
IAS's product supports the Association of National Advertisers'
(ANA) recent definition of MFA sites and incorporates
characteristics such as ad-to-content ratio, ad refresh rate, and
the source of the traffic coming to the site to classify a site as
MFA. According to the ANA's Programmatic Media Supply Chain
Transparency Study, 21% of all advertisement impressions
measured were served on MFA sites.
"Our MFA product was built to deliver unprecedented transparency
to advertisers and provide them with the ability to both detect and
avoid MFA sites in order to redirect their ad spend to publishers
that drive a return," said Yannis
Dosios, Chief Commercial Officer, Integral Ad Science. "The
industry faces a significant challenge in combating MFA sites. By
leveraging AI, we have developed a scalable way to identify these
low quality sources of inventory and improve overall campaign
performance."
Advertisers and their agencies need confidence that the industry
is converging on agreement about the specific websites that compose
the MFA category. By training its model against Jounce Media's
widely adopted list of MFA domains and incorporating signals from
Sincera, IAS has developed the industry's first pressure tested
solution for detecting and blocking MFA at scale.
"Advertisers should recognize that MFA websites can account for
a significant portion of their overall campaign and should
determine, independently, if MFA sites fit with their brand
suitability standards for content and user experience. We applaud
IAS for taking action after we released the findings from our
programmatic transparency report and for supporting our definition
of MFA," said Bill Duggan, ANA group
executive vice president. "We have found that awareness of MFA
sites among the ANA community of media professionals to be limited
– which is surprising. We look forward to further developments from
IAS around MFA site identification and ad spend optimization to
help better educate and inform buyers."
The IAS MFA product completed alpha testing in early
October 2023, and is available now as
a beta measurement offering for select customers. General
availability is expected to expand to all customers in early
2024.
For more information on how IAS is identifying and combating MFA
sites, visit: How Marketers Can Detect and Avoid Made for
Advertising Sites
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement
and optimization platform that delivers the industry's most
actionable data to drive superior results for the world's largest
advertisers, publishers, and media platforms. IAS's software
provides comprehensive and enriched data that ensures ads are seen
by real people in safe and suitable environments, while improving
return on ad spend for advertisers and yield for publishers. Our
mission is to be the global benchmark for trust and transparency in
digital media quality. For more information, visit
integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.