Agency Guidance for Evaluating MFA Websites

Made For Arbitrage (MFA) websites, also known as Made For Advertising websites, are created for the sole purpose of generating revenue through ad sales. While MFA websites may present superficial appeal for advertisers, closer scrutiny reveals that they often deliver minimal to no value, and in fact, create an adverse consumer experience due to low-quality content, among other factors. Learning to identify and avoid Made for Arbitrage websites helps advertisers and agencies direct their ad spend towards websites that achieve KPIs based on positive outcome. 

This guidance paper from the 4As offers

• key criteria agencies and advertisers can use to detect MFA websites
• an overview of some of the tactics and loopholes MFA websites use to avoid detection

Get the Guidance Paper