Adriana Menezes Whiteley’s Post

Despite efforts to implement stricter policies, MFAs continue to evade detection and thrive in the digital ecosystem. The fight against MFAs requires a concerted effort from all involved, including ad tech platforms and regulatory bodies. Education and awareness initiatives are crucial to empower advertisers and consumers to identify and avoid these platforms. #MFA #advertising #digitalmarketing

It's time for another edition of Prebid Pulse! Make sure to check this weeks news and stay up-to-date with all the latest information from the world of AdTech. #PrebidPulse

The Digital Markets Act, commonly known as the DMA, has quickly emerged as a central point of discussion for companies doing business in the European Union. This regulation, which aims to ensure fair competition in digital markets, also has implications for the advertising industry. In the new blog post, Ziga Komac briefly outlines the essence of the DMA and introduces iPROM's independent advertising solutions as an effective tool for navigating this new and dynamics digital environment. >> https://url.iprom.si/-9 #DMA #DigitalMarketsAct #datamanagementsolutions #ipromprivatedmp #SovereigntyMatters #ipromadtech #independenttechnology

How to Spot a Made for Advertising (MFA) Website Everyone is talking about how MFA's are a waste of advertisers money, but with all the sites on the internet, how can we tell which sites fall into this category? Join us for a webinar to learn how we at Ad Fontes classify sites into MFA, Borderline MFA, and not MFA. Register Here: Thursday, Nov. 30, 12 pm ET https://lnkd.in/dWkQkXTq Made for Advertising sites play a huge (and mostly damaging) role in our online news ecosystem; they tend to monetize misleading and extremely polarizing sites and compete with high-quality journalism outlets for ad dollars. This is why we care so much about identifying them—it fits squarely into our mission of directing ad dollars toward highly reliable, minimally biased journalism. Marketers are now recognizing that their investments could go much further by redirecting their inadvertent MFA spend to better publishers. In this webinar, we'll go over each of the following, with plenty of examples: -The 8 factors we consider in our methodology for categorizing MFA -Why we created a "Borderline MFA" category -And lots of real-world varieties of MFA we've come across, including:    -Hyper-partisan MFA    -Plagiarized MFA    -AI-generated MFA Join us as we explore the corners of the internet together!

For #programmatic publishers, it's non-trivial to know if your domain has been blocked by a buyer due to safety/suitability sampling, and harder yet to appeal to those brands to reconsider your inventory when you don't know who they are. Competition for inventory, and thus eCPMs, get reduced as a result of brands becoming long-term absentee bidders. There's real risk to yield for legitimate publishers if they get misclassified as #MFA without being told by IAS or DV. Thanks to Catherine Perloff and ADWEEK for covering.

The ad verification firms have come out with MFA solutions, and several publishers are complaining about a lack of transparency -- they say they don't know the methodology of IAS or DV that might implicate them, nor do they when their sites get dinged. The ad verification companies say they created these tools to be nuanced and with publisher input. The latest dispatch from the MFA/verification firm wars: w/Justin Wohl, Rachmiel (Rocky) Moss, Meghan McGuirk and George Tarnopolsky https://lnkd.in/emviNSRU

We are excited to announce the launch of an exclusive report harnessing Prebid Analytics data to assess the value of universal IDs for European publishers, revealing that media owners could expect an average win CPM increase of up to 365% in cookieless browsers by leveraging an alternative identifier. Click here to learn more: https://bit.ly/3K1wQxn #prebid #publishers #adtech #digitaladvertising #programmatic

Great piece in The Drum by Kendra Barnett highlighting just how big the #MFA problem has become as illustrated by the Association of National Advertisers recent Programmatic Transparency Study (available for free here: https://lnkd.in/eNZpqWuG) done in partnership with TAG TrustNet. (I do need to ask whoever wrote the headline for Kendra’s article if they read the piece, however, as no advertiser is quoted in a way that justifies “but media buyers remain wary” in the headline? This kind of unattributed false equivalence is not in keeping with The Drum’s high editorial standard.) Key graph: “The ANA, for its part, recommends that media planners and buyers “determine, independently, if MFA sites fit with their brand suitability standards for content and user experience and clarify their tolerance for including MFA inventory in their campaigns,” #MFAs, #Programmatic, #SPO, #SupplyChain, #JournalismMatters, Ad Fontes Media Fiducia DLT TAG https://lnkd.in/ebRpK_QY

We are excited to announce that Gabe Thomas, Vice President of Safe Exchange™, will be speaking at the Cynopsis Political Ad Spend 2024 Virtual Conference on February 15th, where he will discuss challenges and opportunities in the evolving landscape of political advertising. In his session, Gabe will delve into the pressing issue of non-brand-safe political ads in 2024, shedding light on the predicament faced by many publishers who are forced to block the entire category due to concerns over content appropriateness. Additionally, Gabe will address the struggles encountered by political advertisers who, amidst increasing demand, find themselves supply-constrained, making it difficult to achieve the scale necessary for effective campaign reach. Tune in to gain valuable insight into how advanced creative review tools like AdCurate™ from Safe Exchange™ are looking to solve this issue by providing real-time ad metadata to accurately determine what is (and is not) brand-safe, allowing platforms to leverage data to drive brand safety while finding incremental reach in supply that previously would have been off-limits to political advertisers. RSVP Today: https://lnkd.in/dJYp6BjR #SafeExchange #AdCurate #Cynopsis #PoliticalAdSpend2024

The EU's Digital Markets Act is reshaping digital advertising, demanding new levels of data privacy and fairness. At XPON, we decode the DMA's impact for advertisers, guiding you through compliance to leverage first-party data for growth. Come and speak to us about future-proofing your marketing strategies in this evolving landscape. DM ME! 📩 https://lnkd.in/eFZ9SKdD #DigitalMarketing #DMA #XPON