Integral Ad Science Holding Corp. announced the expansion of its Made for Advertising (MFA) AI-driven solution. With this enhancement, IAS now provides advertisers the first solution that can measure and optimize against both MFA and Ad Clutter sites to drive maximum efficacy across the programmatic buying process.

MFA sites are web pages built to conduct ad arbitrage and feature low quality content (e.g. spam sites, or ad farms) created solely to serve ads, whereas Ad Clutter sites feature high ad density and high ad-to-content ratio, leading to lower performance. As opposed to a static exclusion list, IAS uses advanced machine learning technology and additional signals built into IAS's core platform to intelligently identify MFA and Ad Clutter site. The IAS MFA Measurement and Optimization solution supports the ANA's definition of MFA and has been trained against Sincera's deep library of metadata along with Jounce Media's widely adopted list of MFA domains.

The solution leverages supply chain data and IAS-measured site characteristics including ad-to-content ratio, total number of ads, auto-refresh ads, refresh rate, traffic source, and autoplay video ads to report on MFA Ads, MFA Rate, Ad Clutter Ads, and Ad Clutter Rate. By partnering with IAS, publishers can also garner greater insight into their own inventory with solutions for how to improve quality and drive greater engagement with advertisers. For publishers identified as MFA or Ad Clutter, they'll also have greater visibility into their inventory quality.

IAS MFA measurement promotes a healthier media ecosystem by enabling publishers to improve the quality of their properties and drive greater engagement with their advertisers. IAS's MFA AI-driven site Measurement and Optimization solution expands on the beta announced in fourth quarter 2023 and will be available globally beginning in second quarter 2024.