A study carried out among 21 member companies of the U.S. Association of National Advertisers between September 2022 to January 2023 showed that made-for-advertising (MFA) sites accounted for 15 percent of the open internet programmatic advertising spending and 21 percent of the ad impressions. MFA sites can be characterized as properties with content of low quality, often automatically generated, and with very low user experience. Advertisers are often unaware that their ad appears on such sites. They are generally considered a brand risk.
Share of made-for-advertising (MFA) sites in the open internet programmatic advertising spending and impressions worldwide between September 2022 and January 2023
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ANA. (June 19, 2023). Share of made-for-advertising (MFA) sites in the open internet programmatic advertising spending and impressions worldwide between September 2022 and January 2023 [Graph]. In Statista. Retrieved November 21, 2024, from https://www.statista.com/statistics/1406604/share-mfa-programmatic/
ANA. "Share of made-for-advertising (MFA) sites in the open internet programmatic advertising spending and impressions worldwide between September 2022 and January 2023." Chart. June 19, 2023. Statista. Accessed November 21, 2024. https://www.statista.com/statistics/1406604/share-mfa-programmatic/
ANA. (2023). Share of made-for-advertising (MFA) sites in the open internet programmatic advertising spending and impressions worldwide between September 2022 and January 2023. Statista. Statista Inc.. Accessed: November 21, 2024. https://www.statista.com/statistics/1406604/share-mfa-programmatic/
ANA. "Share of Made-for-advertising (Mfa) Sites in The Open Internet Programmatic Advertising Spending and Impressions Worldwide between September 2022 and January 2023." Statista, Statista Inc., 19 Jun 2023, https://www.statista.com/statistics/1406604/share-mfa-programmatic/
ANA, Share of made-for-advertising (MFA) sites in the open internet programmatic advertising spending and impressions worldwide between September 2022 and January 2023 Statista, https://www.statista.com/statistics/1406604/share-mfa-programmatic/ (last visited November 21, 2024)
Share of made-for-advertising (MFA) sites in the open internet programmatic advertising spending and impressions worldwide between September 2022 and January 2023 [Graph], ANA, June 19, 2023. [Online]. Available: https://www.statista.com/statistics/1406604/share-mfa-programmatic/
