Cleaning Up the Digital Wild West: The Fight Against MFA Sites - Part 2

One of the biggest challenges threatening the online advertising ecosystem is the rise of Made-for-Advertising (MFA) sites – web pages built primarily to generate ad revenue rather than deliver valuable content. These sites exploit programmatic advertising systems, siphoning off valuable ad dollars while offering little to no engagement for brands.

With advertisers increasingly demanding transparency, efficiency, and brand safety, the industry need to be exploring new strategies and innovations to curb the influence of MFA sites. From advanced AI-driven detection systems to stricter supply chain vetting and updated industry standards, the battle against low-quality inventory is gaining momentum. But what approaches will prove most effective in ensuring ad budgets are directed toward premium, high-quality environments?

MFA sites continue to drain ad budgets, delivering little to no value for advertisers, says Tejas Rathod, Founder & Chief Operating Officer, Mobavenue. Filtering out low-quality inventory requires an approach that combines advanced fraud detection, contextual analysis, and strict supply-path optimization.

“I believe advertisers must demand greater accountability from ad-tech partners while investing in AI-powered traffic verification to identify non-human interactions. At Mobavenue, we ensure ad spending drives real engagement by working with high-quality publishers and leveraging real-time analytics. Removing wasteful impressions enhances both brand safety and return on investment. Every ad dollar should contribute to meaningful consumer connections rather than inflated metrics. The shift towards verified, high-intent audiences is necessary for sustainable growth. A stronger commitment to transparency and performance-driven advertising will set new industry standards, ensuring brands achieve maximum impact from their programmatic investments,” Rathod adds.

According to Amyn Ghadiali, Country Head, Gozoop Creative Digital, MFA, sites eat up nearly 25% of India’s programmatic ad spends. These sites deliver low engagement and zero brand impact.

Ghadiali believes the only way forward is through Proactive Supply Path Optimization (SPO), AI-driven domain scoring, and publisher whitelists that eliminate junk inventory. Advertisers must move beyond the obsession with cheap CPMs and prioritize contextually relevant, high-quality placements. The risks of poor ad placement are well-documented – just look at the famous JP Morgan case.

“Meanwhile, with third-party cookies crumbling by 2025, first-party data will be the new gold. But here’s the catch: only brands that genuinely engage consumers – through loyalty programs, exclusive content, and strategic publisher collaborations – will strike it rich. Contextual advertising, set to grow at 14% CAGR, will move from basic keyword targeting to AI-powered, intent-driven placements,” he adds.

He stresses that the future of Indian advertising isn’t about chasing users across the web. It’s about meeting them where it matters, with relevance, trust, and respect.

Tejas Rathod observes that stricter privacy regulations and the phase-out of third-party cookies are reshaping digital advertising. Advertisers must rethink targeting strategies to maintain effectiveness while respecting user privacy. First-party data presents a powerful solution, enabling brands to create personalized experiences without relying on third-party tracking. The right execution depends on a balance between ethical data usage and advanced targeting methods.

“Mobavenue helps advertisers harness their own data intelligently while integrating AI-driven contextual targeting to enhance relevance. Aligning ads with real-time content consumption ensures precise messaging that feels organic rather than intrusive. Brands that prioritize privacy-first strategies will foster deeper consumer trust and long-term loyalty. Moreover, future-proofing digital campaigns require an adaptive approach that evolves with regulatory changes. Advertisers who embrace these shifts with innovative solutions will lead the next phase of digital engagement,” Rathod concludes.

The rise of MFA sites poses a serious challenge to advertisers aiming for impactful outcomes, says Meher Patel, Founder, Hector AI. He suggests a multi-layered approach to tackle this issue. Ad-tech platforms need to strengthen their inventory approval processes and adopt stricter policies to exclude low-value MFA sites.

“Innovations such as advanced machine learning models can help identify patterns indicative of MFA sites – such as high ad density, poor content quality, or abnormally low engagement rates. Additionally, advertisers should shift towards partnerships with platforms that offer curated whitelists of trusted publishers. Tools like supply-path optimization (SPO) can also help advertisers map out the cleanest, most efficient paths to quality impressions. Ultimately, educating advertisers to prioritize metrics like engagement, brand lift, and conversions, rather than just impressions or clicks, will also reduce the appeal of MFA environments,” Patel explains.

Sajid Shaikh, Group Account Manager – Media, SoCheers, consider MFA sites as the junk food of digital advertising – lots of filler, no real substance. They’re designed to squeeze ad revenue from clicks rather than provide valuable content. It can be fought by using AI-driven analysis to scan website content, traffic behaviour, and ad placements.

“AI can flag and filter MFA sites, potentially saving advertisers 20-30% of their budgets. If a site has an unusually high ad-to-content ratio and low user engagement (people bounce off quickly), it’s probably MFA. Brands should work with ad-tech partners that prioritize real engagement over just impressions. More industry-wide collaboration and better blacklist mechanisms will go a long way in keeping ad spend on high-quality, brand-safe environments,” Shaikh says.

Ankush Vij, Vice-President - Media, Hashtag Orange, suggests that ad-tech platforms must enhance their screening processes, leveraging advanced technology to detect and block these sites before they infiltrate the advertising ecosystem. Industry collaboration is key – establishing a shared database of known MFA sites can help prevent them from profiting off low-quality content, ensuring a cleaner, more transparent ad environment.

“A more effective approach to digital advertising lies in contextual targeting, where ads are displayed based on the content of a webpage rather than a user’s past behaviour. For instance, someone reading a cooking article would see ads for kitchen tools – ensuring relevance in the moment and increasing engagement. Another critical step is ensuring brand-safe ad placements by prioritizing publishers that uphold high content standards. Investing in better measurement tools allows advertisers to track performance in real time, optimizing spend and minimizing wasted impressions. Transparency and accountability across the ecosystem are essential to reducing ad fraud and maintaining ad quality,” he adds.

According to him, advertisers should also implement robust ad verification processes, using advanced technology to detect and blacklist suspicious domains. Partnering with trusted platforms committed to brand safety strengthens the integrity of ad placements.

“Recent initiatives, such as Google’s enhanced transparency measures and Yahoo’s commitment to avoiding MFA sites, demonstrate progress in combating low-quality inventory. By adopting proactive strategies, advertisers can ensure their budgets are directed toward premium, trustworthy environments – driving better results while restoring confidence in digital advertising,” explains Vij.

Caitlin Borgman, Chief Commercial Officer, ID5, suggests that supply aggregators are best positioned to filter out low-quality inventory. “As an ID solution, our focus is not on site-level identification but on providing accurate and privacy-compliant audience insights. Ensuring ad dollars are spent in brand-safe environments requires greater collaboration across the ad tech ecosystem, including demand-side platforms (DSPs) and verification partners.”

Navigating the post-cookie era

As users take control of their digital footprints by opting out of third-party cookies and governments enforce stricter privacy regulations, advertisers face a critical challenge: how to maintain targeting precision without compromising user trust. The era of cookie-based tracking is fading, forcing brands to rethink their approach to audience engagement on the open web.

In this evolving landscape, first-party data and alternative strategies like contextual advertising are emerging as powerful solutions. By leveraging direct consumer relationships, AI-driven insights, and privacy-compliant targeting, advertisers can craft relevant, effective campaigns while respecting user consent. But which methods will prove most effective, and how can brands future-proof their strategies for a cookie-less world?

While the removal of third-party cookies, broader signal loss, and stricter privacy regulations have forced advertisers to find new ways to connect with audiences, this shift hasn’t necessarily been negative, points out Caitlin Borgman. In fact, she adds, data from Bidswitch and Sincera shows that the industry is already adapting, with alternative IDs now used in 65% of cookieless bid transactions.

However, she adds, some advertisers and publishers have yet to take action – putting them at risk of losing revenue and reducing audience reach. “As ID5 and other leading identifiers gain traction, advertisers must adopt scalable, privacy-compliant strategies such as first-party data activation and contextual advertising to engage users effectively while maintaining trust.”

With privacy rules tightening and users opting out of tracking, advertisers need to rethink their approach, says Sajid Shaikh. First-party data is the best bet – brands should collect consent-driven data through website interactions, CRM systems, and loyalty programs. If done right, Shaikh adds, this helps personalize experiences without being intrusive. For example, an e-commerce brand can recommend products based on past purchases instead of following users around the internet with retargeting ads.

“Contextual advertising is another strong alternative. Instead of relying on personal data, brands can use AI and natural language processing (NLP) to analyse the content users are engaging with. If someone is reading an article about hiking, a well-placed ad for outdoor gear makes sense – without needing cookies to track them. This approach balances personalization with privacy, keeping both advertisers and consumers happy,” he concludes.

Meher Patel notes that the decline of third-party cookies isn’t the end of effective advertising – it’s an opportunity to rethink and refine targeting strategies. In this new landscape, first-party data will be the foundation of advertising success.

Brands must prioritize building direct relationships with customers through loyalty programs, surveys, and meaningful interactions on owned platforms. This data, when securely managed, can drive personalized campaigns that respect user privacy.

“Contextual advertising will take center stage, allowing brands to place ads in relevant environments without relying on personal data. Advanced contextual targeting tools, powered by natural language processing and real-time analysis, can ensure ads reach genuinely interested audiences,” Patel explains.

Collaboration across the industry will be key. Advertisers, publishers, and ad-tech platforms must work together to establish universal standards for data privacy and transparency. Initiatives like clean rooms, which allow brands to analyze and share aggregated data without compromising privacy, will play a crucial role in shaping the future of digital advertising,” Patel concludes.

As privacy concerns mount and third-party cookies become obsolete, advertisers are shifting towards first-party data as a more ethical and dependable targeting tool, says Ankush Vij. By collecting data directly from user interactions, brands can gain deeper insights into customer preferences without infringing on privacy.

“Advertisers can leverage contextual advertising to ensure ads align with what users are actively engaging with, all while maintaining their privacy. For instance, if someone is reading a gardening blog, they might encounter ads for gardening tools or plants – making the experience more relevant and trustworthy. The key is to prioritize user consent and build lasting relationships. The future of digital advertising lies in delivering personalized experiences with transparency and respect for consumer privacy," Vij emphasizes.

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