There has been a lot of noise recently about a long standing issue with ‘made for advertising’ (MFA) sites and as a result we felt compelled to collaboratively create a short document defining what MFA type content is, what the related issues are and provide some practical recommendations and guidance for both buyers and sellers.
MFA is an acronym for Made-for-Advertising and epitomises a category of websites built on catchy headlines, clickbait, and controversial content to drive traffic and ad revenue. Often sacrificing content quality, these sites inundate users with intrusive ads and pop-ups in a relentless pursuit of revenue – and will aggressively look to scale through paid traffic whilst profiting from ad arbitrage practices.
This guidance is designed to provide definitions and guidance for both buyers and sellers on this critical topic.
