Guide, MFAs
Apr 15, 2024
Did you know that you can use Adloox to protect your campaigns against fraudulent MFA sites on Google Display & Video 360 in just a few clicks? Our integration allows you to add our pre-bid segments directly to all of your campaigns, preventing your ads from appearing on Made-for-Advertising sites and other publishers hosting inappropriate content.
Why you should worry about MFA sites
Unless you've been living under a rock, you must have heard about MFA sites: this has been THE ad tech controversy since mid-2023, and it keeps resurfacing. 👇
MFA sites can account for over 15% of your open web/programmatic ad spend if not monitored and blocked correctly, according to the US Association for National Advertisers (ANA). At Adloox, we have been actively hunting down and removing MFAs (previously known as 'Fake Domains') for over 10 years. MFAs (or "Made-for-Arbitrage") are sites created for the sole purpose of generating revenue from ads. These websites host low-quality or AI-generated content and are designed to generate high levels of traffic through the use of misleading headlines, clickbait tactics and purchased traffic.
Learn more about MFA sites on our dedicated page →
How Adloox helps you remove MFA sites on DV360?
Each and every single day, billions of bid requests are being made available on the open web with issues related to the traffic quality and the context of delivery. Adloox has been classifying and excluding such content for more than 12 years. You can access our full exclusion list - updated daily - directly inside DV360 by following these easy next steps. Our "Fraud" DV360 segment specifically protects you from MFA sites.
Some key numbers:
🚨 Daily, we spot about 15 billion bid requests on MFAs across all DSPs on the Open Web.
🔍 New Adloox clients typically have a 20%-40% MFA rate (depending on DSPs, markets, date ranges, etc).
✅ After 1 day of pre-bid optimization, the rate typically drops to <1%!
Adloox DV360 segments also protect you against:
→ Adult or violent content
→ Disinformation/misinformation news URLs
→ Extremist content publishers
How to set up Adloox segments in DV360?
1. Go to your DV360 Dashboard > Advertisers
2. Click on a specific Advertiser
3. Click on a specific Campaign on which you wish to add our segments.
⚠️ Unfortunately, from this step you have to repeat the operation for each campaign if you want to add the Adloox verification segments to each one.
4. Go to Campaign Settings > Targeting
5. Select Brand Safety > Other Verification Services > Adloox
6. Select the Content Categories you wish to block > Click on APPLY
⚠️ Select "Fraud" to be sure to block MFA websites.
Your selection is now complete. Don't forget to click "SAVE" at the bottom of the page.
What are Adloox's segments in DV360?
Adult content (hard): pornography and full nudity.
Illegal content: illegal streaming and file sharing (peer-to-peer, torrents, newsgroups), hacking, and copyright infringement.
Discriminatory content: fake news websites and content related to discrimination by race, color, ethnic group, religion, sex, age, etc.
Low viewability domains: sites with historically low viewability.
Adult content (soft): sexually suggestive content and partial nudity.
Bordeline content: extreme religious and controversial content.
Violent content & weapons: content that promotes or depicts pain, violence, or death; Or, offers the sale of guns, bombs, and other weapons.
Fraud: "made for advertising" websites and/or invalid traffic.
Learn more about our DV360 integration →
Watch our latest webinar about MFAs:
