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MFA Might Finally Be On Its Way Out, As Supply – And Demand – Decline
The fight against made-for-advertising (MFA) sites continues. And supply-side platform Equativ has finally had enough. In 2023, Equativ blocked MFA from all of its private marketplace deals. Now it’s taking the next step and blocking MFA content from all exchange activity, including open exchange. Equativ determines which sites are MFA-qualifying via a list maintained and […] The post MFA Might Finally Be On Its Way Out, As Supply – And Demand – Decline appeared first on AdExchanger.
The fight against made-for-advertising (MFA) sites continues. And supply-side platform Equativ has finally had enough. In 2023, Equativ blocked MFA from all of its private marketplace deals. Now it’s taking the next step and blocking MFA content from all exchange activity, including open exchange. Equativ determines which sites are MFA-qualifying via a list maintained and […]
The post MFA Might Finally Be On Its Way Out, As Supply – And Demand – Decline appeared first on AdExchanger.
