Adalytics Shares New MFA Findings

Last summer, we discussed the pros and cons of Made-For-Advertising (MFA) sites following a prior study indicating that MFAs represent at least 21% of impressions from an average advertising campaign. Since then, numerous SSPs have commented that they were either eliminating MFA inventory or, at the least, reducing brand’s ad placements on these sites. However, Adalytic’s 2024 study reveals that, as recently as January, ads being served on MFAs continue to be just as prevalent as before. This is monetarily harmful to brands as MFA sites often do not cap the frequency of ad serving. AdExchanger summed up the latest findings by stating that, “It’s relatively easy to weed out MFA supply […] The biggest problem, however, is the human element.”

IAB Releases Games Advertising Standards

A new study shows that games advertising is a rapidly growing and effective marketing tool. Advertisers find it to be brand-safe, measurable, and successful at reaching a large audience across all stages of the buying journey. The Interactive Advertising Bureau (IAB) released guidelines to ensure that game ads are high-quality and don’t disrupt the gaming experience. Key components of the guidelines include best practices regarding audio ads, ethical considerations, overlays, compliance regulations, consideration for various formats, and more.

AdTech in Cloud-Based Advertising

Cloud infrastructure providers like Amazon Web Services, Microsoft Azure, and Google Cloud Platform are becoming popular choices for adtech vendors due to privacy regulations restricting data sharing between companies, AdExchanger reports. Cloud-based adtech is considered to be “an advertiser’s best hope for a post-cookie solution” and has led to the rise of technologies like data clean rooms. However, there are concerns about the legality of these methods under stricter privacy laws, as these data protection regulations are open to various interpretations by their local agencies.