Pixalate data science team analyzed over 175 million global open programmatic ad impressions on websites in April to identify MFA ad spend trends; 66% of likely MFA sites use Google AdExchange to sell ads and 16% of likely MFA ads were sold by Magnite as of March 2024; msn.com, iwastesomuchmoney.com, thesportsdrop.com were the top 3 likely MFA sites in estimated open programmatic ad revenue generated in March 2024
LONDON, September 27, 2024 --- Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the Q2 2024 Made For Advertising (MFA) Ad Spend Report for Websites. The report benchmarks advertising trends on MFA websites (as flagged by Pixalate), including ad spend, invalid traffic (IVT) and ad fraud, and the top five websites flagged as MFA by region including North America, EMEA, LATAM, and APAC.
To compile the research in the series, Pixalate's data science team analyzed over 20 billion global open programmatic ad impressions from Q2 2024.
MFA websites and apps can feature intrusive advertising techniques like pop-up ads, auto-play videos, or ads restricting access to content, often resulting in a poor advertising-to-attention ratio. Learn more about Pixlate’s MFA detection technology here.
North America MFA: 14% of open programmatic ad spend went to likely MFA sites and 8% of unique ad-support websites were flagged for MFA
Latin America MFA: 15% of open programmatic ad spend went to likely MFA sites and 9% of unique ad-support websites were flagged for MFA
EMEA MFA: 12% of open programmatic ad spend went to likely MFA sites and 8.6% of unique ad-support websites were flagged for MFA
APAC MFA: 8.4% of open programmatic ad spend went to likely MFA sites and 7% of unique ad-support websites were flagged for MFA
Below are the top 5 websites flagged as likely MFA, according to Q2 2024 impression volume in each given region, as measured by Pixalate. The top 5 are then ranked by number of detected ads per minute, as measured by Pixalate.
| Rank | Region | Domain |
| 1 | LATAM | thefashionball.com |
| 2 | LATAM | modernmic.com |
| 3 | LATAM | moovitapp.com |
| 4 | LATAM | ahorroastuto.com |
| 5 | LATAM | hashtagart.com |
| 1 | APAC | thesportsdrop.com |
| 2 | APAC | udn.com |
| 3 | APAC | kakaku.com |
| 4 | APAC | tvbs.com.tw |
| 5 | APAC | ettoday.net |
| 1 | NA | thesportsdrop.com |
| 2 | NA | relationshipsurgery.com |
| 3 | NA | gosocial.co |
| 4 | NA | truepeoplesearch.com |
| 5 | NA | pensandpatron.com |
| 1 | EMEA | spellrock.com |
| 2 | EMEA | corrieredellosport.it |
| 3 | EMEA | modernmic.com |
| 4 | EMEA | justperfact.com |
| 5 | EMEA | moovitapp.com |
Pixalate’s Q2 2024 Made For Advertising Report for Websites includes:
Download Pixalate’s MFA Benchmark Reports
About Pixalate
Pixalate is a global platform for privacy compliance, ad fraud prevention, and data intelligence in the digital ad supply chain. Founded in 2012, Pixalate’s platform is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT). www.pixalate.com
Disclaimer
The content of this press release, and the Made For Advertising Report (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any data shared in this press release and/or the Report is grounded in Pixalate's proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person, website, or app, but, instead, to report findings and trends pertaining to programmatic advertising activity in the time period studied.
