Made for Advertising (MFA)
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      MFA (Made for Advertising) Definitions

      For the purpose of this topic, please reference the below definitions:

      • MFA (Made for Advertising) - Pixalate defines MFA as ad-enabled websites, CTV, and mobile apps that are intentionally designed to generate arbitraged traffic; these properties generally have high ad density to maximize revenue with a disregard for user value.
      • MFA Risk - Pixalate's assessment of the risk (High, Med or Low) of the website being deemed MFA. 
      • Ad Refresh Rate - Number of ad impressions observed per device, per minute.
      • Ad Density - Number of ad placements observed per device, per minute.
      • Paid Traffic Rate - Volume of traffic sourced via paid (ad) sources
      • Social Traffic Rate - Volume of traffic sourced via social media
      • Age -  Age of the app on the App Store
      • IVT - IVT% of the App across regions
      • Popularity Score - Pixalate’s popularity score for the app 
      • Reviews - Number of Reviews