DoubleVerfify (DV), the software platform for digital media measurement, data and analytics, has launched new tiered brand suitability categories to address Made for Advertising (MFA) measurement and protection. Although MFA inventory is not inherently invalid and many advertisers may opt to run ads across those sites, marketers need help determining whether specific MFA sites align with their brand values and advertising goals.

DV’s tiered MFA brand suitability categories use a proprietary analysis process that uses a blend of human and AI-based auditing to identify MFA sites at scale. MFA sites are identified by analyzing factors across their ad monetization activities, ad traffic sources and approach to content creation. Based on the analysis, an MFA site is assigned to one of three DV brand suitability tiers. MFA High sites exhibit the most extreme MFA content or characteristics such as significant ad density relative to page content, a predominant dependence on paid traffic sources with little to no organic traffic, and an average ad intensity – a measure of the viewable time duration of an ad – that is significantly lower than the DV benchmark.

MFA Medium sites show varying degrees of MFA behavior. For example, a site might employ high ad density relative to page content, but the average ad intensity might be near the DV benchmark. MFA Low covers sites or sections with a blend of MFA and non-MFA content where, for example, only a section or a subdomain exhibits MFA content or characteristics.

DV’s approach prevents miscategorization and false positives. For example, a website may feature a significant number of ads, while still registering high rates of direct and search-enabled traffic. In this instance, the publisher would not meet DV’s definition of an MFA website. The tiered MFA categories integrate seamlessly into an advertiser’s brand safety and suitability profile for post-bid measurement and monitoring through DV Pinnacle.

DV’s tiered MFA categories will soon be integrated into DV Authentic Brand Suitability (ABS) for pre-bid avoidance. In the interim, DV can provide a curated MFA exclusion list for programmatic buyers.