What is MFA?

MFA, short for “Made for Advertising”, describes websites that prioritize advertisements over content. These sites primarily aim to maximize ad revenue informing, entertaining, or serving users. The term has evolved from “Made for Ads” to “Made for Arbitrage” to better encapsulate those domains that primarily purchase their traffic and allocate significant space to Native/Content-style ad units. Typically, these websites feature clickbait headlines, minimal or misleading content, and are heavily ad-laden.

Why is MFA problematic?

Websites classified as MFA often create low-value inventory for advertisers. They overcrowd with ads, making it difficult for any single ad to impact or deliver a return on investment. Misleading links or superficial content contribute to high bounce rates and low user engagement. Often, user interactions with these sites result in accidental clicks as they attempt to navigate away from intrusive ads, leading to wasted advertising spend and potentially harmful brand associations. To combat this, exchange partners block domains with an MFA designation, which significantly reduces the sites’ earning potential. Once flagged as MFA, it’s extremely difficult to get un-flagged, so it is best to be proactive and avoid an MFA designation all together.

Avoiding MFA designation

To steer clear of being labeled as MFA and facing potential blocks from monetization platforms, publishers may need to sacrifice short-term gains for long-term viability. Here are some proactive steps to prevent your site from being categorized as MFA:

  1. Content First Approach: Ensure that quality content is immediately visible and accessible without the need to scroll past numerous ads. The content should be original, engaging, and encourage user interaction.
  2. Maintain a 70/30 Content-to-Ad Ratio: Keep a healthy balance with at least 70% content to 30% ads to ensure a user-friendly experience.  For more information, visit betterads.org.
  3. Prioritize Organic Traffic: Rely predominantly on organic traffic. A heavy reliance on paid traffic is often viewed suspiciously and can contribute to an MFA classification.
  4. Optimize Page Load Speed: Ads should not impede the website’s performance. Slow loading times, often exacerbated by excessive ads, can deter users and alert advertisers to potential issues.

By adhering to these guidelines, publishers can improve their site’s approval rate and performance with ad partners while ensuring a positive user experience and maintaining a credible reputation in the digital advertising ecosystem.

Visit our website to find out how we can maximize your website’s revenue potential and guide you through these many advertising best practices.