AdTheorent Holding Company, Inc. announced that it has partnered with Jounce Media to ensure that AdTheorent's campaigns remain MFA-free, unless affirmatively elected by an advertiser. AdTheorent leverages Jounce's MFA-detection technology and data, as well as proprietary machine learning models and processes, to ensure that MFA publishers are excluded from all campaigns. AdTheorent's proactive exclusion of MFA publishers reflects the company's commitment to providing advertisers with access to only the highest quality inventory.

According to the Association of National Advertisers Programmatic Media Supply Chain Transparency Study, the open web programmatic market represents $88B in spend and of this total market, advertising on MFA sites accounts for $10B. MFA sites are designed to drive clicks, irrespective of actual business value for advertisers, and AdTheorent believes the prevalence of MFA properties undermines the effectiveness of open web programmatic advertising. AdTheorent has removed MFA properties from its campaigns, ensuring that media dollars are allocated to high quality inventory, as verified by leading third-party, Jounce.

In addition to blocking MFA by default, AdTheorent uses a proactive and holistic approach to protect advertisers from various forms of low-quality digital inventory, driving performance, cost savings and scale for advertisers.