Made-for-Advertising (MFA)

Definition:
Made-for-Advertising (MFA) websites are low-quality sites created primarily to generate ad revenue through excessive ad placements, not to provide value to users.

Why it matters:
Ads served on MFA sites often result in poor user engagement, inflated metrics, and high click fraud risk, wasting budget and reducing campaign effectiveness.

How to identify:

• High ad density and minimal content

• Unnatural scroll patterns or forced clicks

• Traffic from unknown or obscure domains

Best practices:

• Use domain exclusion lists to block MFA sites

• Review placement and performance reports weekly

• Favor contextual or direct placements on reputable publishers