Equativ, a leader in independent media, has announced a significant move to block all made-for-advertising (MFA) inventory on its exchange, including the Sharethrough platform. This decision is part of the company's broader strategy to enhance inventory quality while promoting sustainability in programmatic advertising. The initiative is complemented by the expansion of Green PMPs⢠and aims to reduce the carbon footprint of advertising. By eliminating MFA sites, Equativ hopes to streamline the ad ecosystem, ensuring that media dollars are directed toward high-quality content creators and reducing waste across the industry.
We believe in building a more transparent, efficient, and sustainable ecosystem. Banning MFA sites across our exchange is about more than buyer media quality - it's also about funnelling media dollars to publishers creating valuable content.
MFA sites, often designed to maximise ad revenue with minimal content value, have accounted for up to 30% of open web ad auctions at their peak and can represent over 15% of an advertiser's spend if not properly blocked.
Collection
[
|
...
]