Share of MFA sites in programmatic market worldwide 2023

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.