New Made for Advertising (MFA) Site Detection and Avoidance Technology is released by IAS.

A new Made for Advertising (MFA) AI-driven site detection and avoidance tool was just unveiled by Integral Ad Science (Nasdaq: IAS), a top worldwide media measurement and optimization platform. The MFA site technology developed by the company intends to increase transparency into the quality of advertiser campaigns, pinpoint where spending is going, and provide information for improvements to reduce waste on MFA sites.

MFA sites are web pages with subpar content (such as spam sites or ad farms) made specifically to display advertisements and are tuned to outperform standard verification criteria like viewability. However, spending on advertising on these websites does not result in significant results like conversions or brand lift.