“Some brands are blocking your website.”
A publisher received this news in February from one of its supply-side platforms, but neither the publisher nor the SSP knew why.
After some digging, the block came from an adtech tool from DoubleVerify to help brands block made-for-advertising websites (MFA), a vogueish industry catch-all term for websites designed to attract ad revenue without providing content.
The problem with DV’s tool, and a similar solution from Integral Ad Science, both enhanced and released widely earlier this year, is that legitimate publishers might get caught in the crosshairs, five publishing sources told ADWEEK.
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