DoubleVerify announced the launch of new tiered brand suitability categories to address ?Made For Advertising? (MFA) measurement and protection in a more nuanced and brand-specific way. Unlike ad fraud, MFA inventory is not inherently invalid, and many advertisers may opt to run ads across MFA sites.

Marketers need tools to help determine whether specific MFA sites align with their brand values and advertising goals. DV?s tiered MFA categories give brands enhanced granularity and control to determine the level of protection that best suits their requirements. DV?s tiered MFA brand suitability categories use a proprietary analysis process that leverages a unique blend of human and AI-based auditing to identify MFA sites at scale.

MFA sites are identified by analyzing several factors across their ad monetization activities, ad traffic sources and approach to content creation. Based on the characteristics of an MFA site, it is then assigned to one of three DV brand suitability tiers: MFA High: Identifies sites exhibiting the most extreme MFA content or characteristics, including, but not limited to, significant ad density relative to page content, a predominant dependance on paid traffic sources with little to no organic traffic, and an average ad intensity ? a measure of the viewable time duration of an ad ?

that is significantly lower than the DV benchmark. MFA Medium: Identifies sites with varying degrees of MFA behavior. For example, a site might employ high ad density relative to page content, but the average ad intensity might be near the DV benchmark.

MFA Low: Covers sites or sections with a blend of MFA and non-MFA content ? for example, sites where only a section or a subdomain exhibits MFA content or characteristics.