The advertising industry's love affair with "cheap reach" was supposed to come to an end as curation became the industry buzzword. This narrative was disrupted when the Made for Advertising (MFA) issue sparked an industry-wide conversation and transformed programmatic advertising from the ground up.
While MFA sites have been heralded for their high engagement and easy monetization capabilities, there has been a shift in the perception of their long-term viability and effectiveness.
Our team has rolled out an option to disable MFA off, revolutionizing the way advertisers approach their campaigns.
MFA is an ecosystem of web content specifically designed to attract paid advertisements. Such content typically revolves around high-performing keywords and subjects likely to attract a substantial amount of paid ads.
Understanding how MFA operates is essential to both advertisers and publishers for different reasons.
MFA works in tandem with programmatic advertising platforms to display ads that are most likely to convert based on the context of the web page and user behaviour.
MFAs come with inherent risks that could possibly undermine your ad efforts.
The problem with MFAs isn't just their existence, but also the collective blind eye that many marketers and agencies turned towards them. As long as the metrics seemed good and the reach was cheap, the imperfections of MFAs were generally overlooked. But in the wake of recent industry revelations, inaction is no longer an option.
In a game-changing move, Eskimi now allows advertisers the flexibility to disable MFA with a single click.
We set up a campaigned and did an A/B test on the impact of enabling and disabling MFA sites.
The scale and overall performance of "Not MFA" appear significantly better across several key metrics like CPM, CPC, and vCPM.
The industry’s infatuation with MFAs isn’t just a lapse in judgment; it’s a significant oversight with ramifications that we're only now coming to grips with.
Eskimi's ON/OFF feature for MFA is a manifestation of the platform's commitment to offering advertisers a tailored, efficient, and data-driven experience. In a realm where control, efficiency, and adaptability dictate success, Eskimi is setting a new industry standard.
Remember, programmatic advertising is a marathon, not a sprint. The ability to adapt and evolve is crucial. Eskimi’s new feature ensures you're not just keeping pace but actually leading the pack.
So, whether you're new to MFA or have been leveraging it for years, Eskimi's latest feature offers a streamlined, user-friendly approach to getting the most out of your ad campaigns.