Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
More than two decades after they ran, Cerveza Cristal’s Star Wars ads are a perfect and unintentional cautionary tale for ad tech vendors pushing CTV ad products like virtual product placements and shoppable content overlays.
Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.
DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.
There’s a new TLA (“three-letter acronym”) that’s crept into the media-buying conversation. MFA: Made-for-advertising content. MFA is a combination of paid traffic, clickbait and other incentivized traffic, engineered to create ad impressions and generate revenue. New sites pop up virtually overnight with millions of impressions, sucking up ad dollars and hurting campaign performance, writes Tal Almany, VP of publisher development at Kargo.
Rather than looking at one particular data signal, attention metrics include a variety of data points, which are fed into a machine-learning model to predict the likelihood that a given media environment and ad creative will draw attention from a hypothetical audience member.
Brands and tech vendors can do a lot more to make good on their public promises to support diverse and Black-owned media, says Rhonesha Byng, the CEO and founder of Her Agenda, a digital media platform for millennial women, and co-creator of the Black Owned Media Equity and Sustainability Institute.
Netflix is joining the AVOD squad at an industry-wide inflection point. Despite exploding consumer and ad revenue growth, CTV also still has growing pains (you know, like the ad overload plaguing the viewing experience). But with a strong market presence – and “extremely attractive first-party data” – Netflix could help CTV turn the corner, writes Chris Keune, VP of data science and product at Kargo.
Mobile ad exchange Kargo has acquired attention sales platform Parsec Media. The deal reflects Kargo’s investment in attention as a viable metric for post-cookie mobile advertising, said Kargo CEO Harry Kargman.
A Stitcher In Time Kargo Global has acquired the online retail advertising company StitcherAds for $64 million. StitcherAds, an Irish startup, specializes in selling on social platforms, including Facebook, Instagram, Snapchat and TikTok, whereas Kargo’s main business is placing ads on the mobile web or within a network of app publishers. “We realized we were […]
