Remove 2020 Remove Demand Side Platform Remove Viewability
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Why marketers must combat the hidden threat of MFA sites

Martech

The creators of these sites gain by generating high volumes of cheap, low-quality traffic that meets surface-level metrics, such as viewability, but lacks genuine user engagement. of every dollar entering a demand-side platform (DSP) reaches a consumer, with $0.29 The study found that: Only $0.36

Marketing 122
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What Is a Demand Side Platform (DSP)?

SODP

While publishers will rely on supply-side platforms (SSPs) to facilitate the sale of their advertising inventory, without demand-side platforms (DSPs) these transactions wouldn’t be possible. What Is a Demand-Side Platform (DSP)? Let’s look at some of the drawbacks of these platforms.

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Criteo puts retail media DSP into general release

Martech

Criteo is making its self-service demand-side platform (DSP), Commerce Max, available to all clients. It also complements Criteo’s retailer monetization solution suite, which helps retailers tap into new demand by integrating marketplace and in-store monetization technologies.

Retail 128
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How Curation Is Transforming Programmatic Advertising in the Post-Cookie Era

YieldBird

Traditionally, advertisers would layer third-party audience data onto their campaigns through demand-side platforms (DSPs). However, the industry is shifting, with supply-side platforms (SSPs) now taking a leading role in curation to reduce dependence on third-party cookies.

Cookies 52
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ANA study finds 25% of programmatic ad dollars are wasted

Martech

of every dollar that enters a demand-side platform (DSP) reaches a consumer. goes to low-quality media, including invalid traffic (IVT) and made-for-advertising (MFA), non-viewable and non-measurable inventory. Where does it go? goes toward fees to ad-tech intermediaries. Another $0.35

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The ANA’s transparency crackdown has been mired by ad tech’s intricacies

Digiday

For instance, auditors approached Google — a potentially abundant source of insights given the ubiquity of both its buy- and sell-side ad tech tools — and requested it participate in the study. Google seemingly punted and told auditors that it does not have access to sell-side data, as that information belongs to publishers, sources said.

Ad Tech 84
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Caught between resignation and resistance, ad industry grapples with the prevalence of ‘made-for-advertising’ sites

Digiday

The study, as Marketing Brew reported, found that advertisers spent an eye-bulging $115 million between January 2020 and May 2022 on something ad execs call “made-for-advertising” (MFA) inventory — sites that exist for the sole purpose of aggressively monetizing traffic so they don’t have to worry about the cost of acquiring it in the first place.