IAS unveils new Made for Advertising AI-driven site detection and avoidance technology

Integral Ad Science 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 optimisations to minimise waste on MFA sites.

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.

Yannis Dosios, Chief Commercial Officer, Integral Ad Science, said, “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. 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."

Bill Duggan, Executive Vice-President, ANA group, said, “Advertisers should recognise 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.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 optimisation to help better educate and inform buyers.”

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