DoubleVerify Launches Solution to Prevent MFA Content

What to Read Next

1. DDA Partners with Sprinklr for Unified CX

2. WordPress Debuts API Mesh for Composable Experience

3. Reliance Expands Wyzr to Indian Electronics Market

4. emoji Extends Partnership with Unis Technology

DoubleVerify, the provider of a software platform for digital media measurement, data, and analytics, has expanded its brand safety and suitability solution to enable advertisers to monitor and avoid made-for-advertising (MFA) sites.

DoubleVerify defines MFA sites as those whose sole purpose is to deliver advertisements. More specifically, these sites exhibit the following characteristics:

• Significant ad density in comparison to the actual content on the page and frequent ad refresh to maximise yield from a single visit.
• Monetisation is predominantly dependent on paid traffic sources, such as social and native advertising, with little to no traffic coming from organic sources.
• Content is designed to keep visitors endlessly scrolling/clicking within the same domain.
• Content is often duplicated verbatim across various websites and sometimes produced automatically by generative AI.

MFA content is often viewed as exclusively bot-driven with entirely fraudulent traffic, according to DoubleVerify, which says that while this does represent a portion of MFA traffic, most comes from legitimate human users, often from paid channels like social media and content recommendation engines.

DoubleVerify developed its proprietary MFA analysis process based on a unique blend of human and artificial intelligence-based auditing. With this release, the solution can be enabled in the company’s brand safety and suitability profiles for measurement and monitoring and in DV Authentic Brand Suitability for pre-bid avoidance.

“The term made-for-advertising has created significant confusion within the industry,” said Jack Smith, chief product officer of DoubleVerify, in a statement. “As an industry-leading measurement and verification provider, we believe it’s crucial to lead by example and offer clarity. Our goal is to safeguard advertiser investments and support high-quality publishers who are seeking to monetise legitimate content.”