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Illuminating The Dark Corners Of Supply Chains: Is There A Way To Protect Budgets Against Made-For-Advertising Sites?

Nov 16, 2023 - forbes.com
The article discusses the challenges of programmatic advertising, particularly the risk of advertising on made-for-advertising (MFA) websites and AI content farms. These sites, which often have poor quality content, are created solely for placing ads and earning money. The Association of National Advertisers estimates that 21% of ad impressions in the U.S. occur on MFA sources, wasting $13 billion globally each year. The article also highlights the difficulty in distinguishing premium inventory from MFA, making supply path optimization crucial.

The article suggests several strategies to combat these issues, including using supply path optimization to define efficient paths to ad impressions, promoting fair competition among publishers, implementing International Advertising Bureau standards, leveraging programmatic direct deals, and choosing reliable partners for ad buying. These strategies can help protect ad budgets and create a beneficial advertising climate.

Key takeaways:

  • Programmatic advertising, which accounts for 90% of all ad spend, has a downside in that buyers often do not know what kind of inventory they are buying impressions at, risking advertising on MFA web resources and AI content farms.
  • The Association of National Advertisers reports that 21% of ad impressions occur on MFA sources, wasting $13 billion annually.
  • Strategies to combat this include using supply path optimization, fostering fair competition, implementing International Advertising Bureau standards, leveraging programmatic direct deals, and choosing reliable partners.
  • While there is no one-size-fits-all solution, a combination of these strategies can help protect ad budgets and create a beneficial advertising climate.
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