\n
The advertising industry is finally confronting the rotten fruit at the bottom of the digital marketing barrel.<\/p>\n
Over the summer, a rash of supply-side platforms updated their policies to address so-called made-for-advertising (MFA) websites, after an industry report, conducted by the Association of National Advertisers found \u201cwaste\u201d on such sites to the tune of $20 billion.<\/p>\n
According to the report, 23% of the $88 billion spent on programmatic advertising is largely spent on MFA inventory, while these sites represent about 21% of all impressions. The second part of the ANA report is set to be released in late October during the organization\u2019s annual Masters of Marketing conference.<\/p>\n
What are MFA sites, exactly? <\/strong>They\u2019re clickbait, created for the purpose of harvesting digital advertising budgets. Ads that run on these sites are viewable and less expensive than those of legitimate publishers (you know, the ones with newsrooms), but most of the traffic is bought, coming from sponsored posts on platforms like Meta or via Taboola chumboxes.<\/p>\nSince the ANA\u2019s June report, SSPs like Pubmatic, Magnite, and OpenX have published statements about MFA inventory. Though there are subtle differences, most of the companies say the same thing\u2014they\u2019ll no longer include MFA inventory in the curated publisher lists they sell to select advertisers, deals that are sometimes referred to as private marketplace, or PMP.<\/p>\n
Many of the above companies have also announced that they\u2019re working with Jounce Media, an ad-tech consultancy largely leading the charge against MFA. Jounce also recently worked with four industry trade groups\u2014including the ANA\u2014to help define MFA websites by outlining some of their common characteristics, with the goal of helping marketers more easily identify them.<\/p>\n
Crucially, Jounce Media\u2019s CEO, Chris Kane, acknowledged that excluding clickbait websites from PMPs only works so well. If advertisers still want to buy open programmatic inventory, they\u2019ll still have to sift through MFA inventory.<\/p>\n
As Kane put it, when a brand buys ads programmatically on an open auction, curation is the advertiser\u2019s job. \u201cYou\u2019re choosing what to buy,\u201d he told us. But when a brand goes the PMP route, it\u2019s up to the SSP to curate inventory: \u201cWhen we curate, when we take on that job, we think the responsible thing to do is to curate out all of the made-for-advertising inventory.\u201d<\/p>\n
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Since SSPs largely represent publishers in the ad-tech ecosystem, they often get the blame for ads running on clickbaits sites, since they\u2019re the ones selling this inventory via their platforms. A July report from Jounce found that many of the world\u2019s largest SSPs, including Google, Pubmatic, Magnite, and Index Exchange, have sales rights to more than 90% of what the consultancy considers \u201cpremium web supply,\u201d like the New York Times, Cond\u00e9 Nast, or CNN.<\/p>\n
Meanwhile, they also<\/em> have sales rights for more than half of the \u201csub-premium\u201d supply, like MFA sites, Jounce found. \u201cThey have onboarded the very best of the open internet and the very worst of the open internet,\u201d Kane said.<\/p>\nBut, the other half of the market is noticeably silent. To torture a metaphor, SSPs are like grocery stores\u2014they put the food on the shelves, and buyers, or demand-side platforms (DSPs), bid on which frozen pizza they want to buy.<\/p>\n
\u201cAs long as people want to eat junk food, grocery stores are going to keep putting junk food on the shelf,\u201d Kane said.<\/p>\n
Marketing Brew reached out to The Trade Desk, Google, Xandr, and Amazon about whether they\u2019ve updated their policies as it relates to MFA content; only The Trade Desk provided comment by publication time.<\/p>\n
\u201cThe Trade Desk prioritizes working with our publishing partners to make sure we can buy premium inventory in service of our clients. Our platform and key partnerships ensure that our clients do not advertise on MFA sites, unless explicitly targeted by the client,\u201d The Trade Desk spokesperson Patrick Wentling wrote in an email.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"The advertising industry is finally confronting the rotten fruit at the bottom of the digital marketing barrel. Over the summer, a rash of supply-side platforms updated their policies to address so-called made-for-advertising (MFA) websites, after an industry report, conducted by the Association of National Advertisers found \u201cwaste\u201d on such sites to the tune of $20 […]<\/p>\n","protected":false},"author":1,"featured_media":15394,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-15393","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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