DV Launches 'Tiers' System for MFA Content

Digital media measurement and analytics firm DoubleVerify (DV) has enhanced its solutions for measuring and protecting clients against 'Made For Advertising' (MFA) content online, promising them the ability to 'optimize media investments, by carefully balancing brand protection and campaign scale'.

DV points out that 'unlike ad fraud, MFA inventory is not inherently invalid', with many advertisers happy to run ads there: the new upgrades therefore help them determine which MFA sites align with their brand values and advertising goals, categorizing them in 'tiers' to help control and balance campaigns were they are involved.

A blend of human and AI-based auditing is used to analyse - at scale - MFA sites' ad monetization activities, ad traffic sources and approach to content creation. They are then assigned one of three DV brand suitability tiers: MFA High sites feature intense advertising with little to no organic traffic; MFA Medium follows; and MFA Low includes sites or sections with a blend of MFA and non-MFA content - for example, sites where only a section or a subdomain exhibits MFA content or characteristics.

CEO Mark Zagorski comments: 'DV's AI-powered MFA brand suitability categories offer marketers a groundbreaking, nuanced approach to effectively tackle MFA challenges. With this launch, we offer the most expansive, scaled MFA solution in the market today'. Chief Innovation Officer Jack Smith (pictured) says the categories constitute 'a critical development for the advertising industry' allowing for 'nuanced measurement and management of MFA content'.

The tiers will soon be integrated into DV Authentic Brand Suitability (ABS) for pre-bid avoidance. In the interim, DV says it can provide a curated MFA exclusion list for programmatic buyers.

The firm is online at www.doubleverify.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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