Ep 6: MFA: how not to be mistaken for one

One study found twenty-one percent of impressions went to MFA sites.

A made-for-advertising site, or MFA, exists mainly to sell ads, not to serve readers.

That’s from the ANA’s twenty twenty-three study, so buyers now block MFA hard. That September, four advertising trade groups listed five traits. Sites usually show a mix. Score recipes.example. One, ads take about thirty percent or more of a desktop page. Two, rapid refresh, autoplay video, or slideshows splitting one recipe across ten pages. Three, mostly paid traffic, little organic audience. Four, generic, recycled content. Five, a poorly designed template. A real recipe site can trip one trait by accident. The more traits you show, the likelier verification vendors flag your domain, and buyers stop bidding.

Use the Brand Safety Institute’s free MFA lookup to see whether vendors flag your domain.

Next, brand safety versus brand suitability.