Advanced Television

DoubleVerify combats MFA

September 14, 2023

DoubleVerify, a software platform for digital media measurement, data and analytics, has announced the expansion of its brand safety and suitability solution to enable advertisers to monitor and avoid MFA (Made For Advertising) sites.

DV developed its proprietary MFA analysis process based on a blend of human and artificial intelligence-based auditing. With this release, DV’s solution can be enabled directly by a customer in their brand safety and suitability profile for measurement and monitoring, and in DV Authentic Brand Suitability for pre-bid avoidance.

“DV continues to lead with customer driven innovation that helps advertisers tackle the rapidly evolving challenges in digital advertising that impact media quality and performance” stated Mark Zagorski, CEO of DoubleVerify. “With the rise of AI tools that can rapidly spawn MFA sites, DV’s own AI tech is crucial in empowering global brands to identify, measure and avoid problematic MFA content in real time and ultimately drive better marketing outcomes.”

DV employs an approach that allows a nuanced level of analysis, preventing miscategorisation 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 term ‘Made for Advertising’ has created significant confusion within the industry,” said Jack Smith, CPO at DoubleVerify. “As an industry-leading measurement and verification provider, we believe it’s crucial to lead by example and offer clarity. Our goal is to safeguard advertiser investments and support high-quality publishers who are seeking to monetise legitimate content.”

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