The ANA’s (Association for National Advertisers) December report covered some of the biggest issues around programmatic ad quality, including MFA sites, supply path optimization, and sustainability.
In the complex and often opaque world of digital advertising, it can be difficult to understand the real world applications of some of these issues. How do these issues impact your media and how can you ensure your campaigns achieve optimum quality and performance? The latest findings from our Global Quality Report shed light on these questions.
We’re diving into the top three takeaways so that you can achieve better programmatic ad quality, reduce waste, and boost your ROI. Ready to level up? Let’s get started.
Cutting through the clutter of MFA sites
Made for Advertising (MFA) sites are a persistent problem in the digital ad space. To put it simply, MFA sites are clickbait domains designed to siphon off ad dollars without delivering real value. Our report highlights that 9% of programmatic web budgets are wasted on these low-quality sites. Nearly $22 billion annually is squandered on MFA sites and other quality issues.
At MiQ, we’re not just aware of this problem, we’re tackling it head-on. With our advanced proprietary tech and vigilant oversight, we’ve already blocked over 5,400 MFA sites. Thanks to this, we’ve reduced our budget spend on these sites to under 2% (compared to the industry average of 19%). This ensures our clients get better ROI and higher-quality ad placements for their ad dollars.
Optimizing supply paths for maximum efficiency
Supply path optimization (SPO) is essential for minimizing waste and maximizing value.The ANA report revealed that the increasing number of buying paths can result in significant inefficiencies in the supply chain, often leading to inflated costs and reduced effectiveness. Some DSPs might even favor their own supply paths, driving up prices without necessarily delivering better performance.
MiQ’s approach to SPO involves leveraging log-level data from both SSPs and DSPs to cut through the noise. The result? Since 2021, we’ve reduced the multi-hop supply paths from 25% to 18%. This ensures our clients benefit from more transparent, efficient, and cost-effective media buying, with a significant reduction in intermediary markups.
Sustainability and attention: A winning combo
Sustainability isn’t just a buzzword; it's a necessity in today’s advertising landscape with the average programmatic campaign generating over five tonnes of carbon. The ANA report stresses the environmental cost of inefficient and low-quality ad practices, citing that MFA sites alone generate 26% more carbon emissions than non-MFA inventory.
At MiQ, we’re pioneering sustainability efforts through our innovative ‘Attention by MiQ’ solution. This ensures ads are seen by real people on vetted sites, not just delivering meaningless viewable impressions. By focusing on attention and integrating sustainability metrics, we’re not only improving ad performance – we’re also helping to protect the planet. Talk about a win-win.
Transform your programmatic ad quality
The insights from are clear: to succeed in today’s programmatic landscape, advertisers need to focus on quality, efficiency, and sustainability. So that’s exactly what we do at MiQ. It’s one of the ways we’re leading the programmatic industry, and making it better.
Want to dive deeper and discover how MiQ can help you achieve quality outcomes? Download the full Global quality report today.
