Programmatic : why you should take "MFA" websites very seriously

You know MFA (Made For Advertising) sites well. They are those sites and subdomains that flood the screen with ads...

And they do so at the expense of:

• User Experience — Users struggle to access content buried under layers of ads 😡
• Real Advertising Effectiveness — Brand creatives are drowned out by visual clutter, and associating a brand with these sites can trigger negative sentiment 😱
• Quality Publishers — Genuine content creators lose out on vital investment 💸

There is a flaw in the programmatic ecosystem: DSP buying algorithms 🤖 tend to favor placements that:

• Generate a high volume of Bid Requests (BR).
• Record very high viewability rates or CTRs.
• Offer highly competitive CPMs.

MFA websites have mastered this game 🤑

They use clever tactics to siphon DSP investments:

😈 Inflating BR volumes? High ad density per page + aggressive Ad Refresh + multi-creative placements
😈 High Viewability? Multiplying the number of "sticky" placements on the page
😈 High CTR? Ad units that load with a delay at the bottom right of mobile screens to encourage accidental "mis-clicks."
😈 Competitive CPMs? Floor prices as low as €0.05

🕵️‍♂️ How to Identify MFA Sites?

By nature, MFAs have a [BR volume / Total Page Views] ratio that is significantly higher than market averages.

To calculate this ratio, you need to collect data for every site:

📊 Bid Request volumes post-throttling (available in certain DSPs).
📊 Site-centric data (available via web intelligence tools like Similarweb).
That is exactly what we did at GreyFox Ads, running this analysis on the 500+ largest sites in France 😊.

The results are a wake-up call:

➡️ Average [Bid Requests / Page View] ratio in France: 17
💣 The worst offenders have a ratio of 500+!
💣 Sites with a ratio > 100 (over 5x the average) represent 30% of all analyzed Bid Requests 👀

Good news is : you can use GreyFox Ads Master Deals to clock them 👍

At GreyFox Ads, we beleive the French quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the dumbest : we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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