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MFA Websites Benchmarks Report - LATAM

 

Pixalate's Q2 2024 MFA Websites Benchmarks Report for Latin America (LATAM) 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.

Key Findings:

  • 15% of open programmatic ad spend went to likely MFA sites and 9% of unique ad-support websites were flagged for MFA
  • Mexico (22%), Peru (21%), and Argentina (21%) had the highest MFA ad spend rates
  • MFA websites had a higher average viewability rate (60%) compared to non-MFA (54%)
Download the report for free today for a complete breakdown of our findings.
 
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Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.

Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”

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