MFA Sites Aren't Going Anywhere Until There Are Incentives To End Them | AdExchanger
Briefly

from AdExchanger1 week ago
MFA sites benefit everyone in the ad tech ecosystem through revenue share, making it difficult for some to reject the income stream.
AdExchangerhttps://www.adexchanger.com/the-sell-sider/mfa-sites-arent-going-anywhere-until-there-are-incentives-to-end-them/
Generative AI makes MFA cheaper and scalable, focused on vanity KPIs like viewability, with potential long-term resilience despite cookie deprecation.
AdExchangerhttps://www.adexchanger.com/the-sell-sider/mfa-sites-arent-going-anywhere-until-there-are-incentives-to-end-them/
Premium publishers bear the cost of MFA as they unknowingly buy cheap inventory, while MFA providers find ways to continue exploiting the system.
AdExchangerhttps://www.adexchanger.com/the-sell-sider/mfa-sites-arent-going-anywhere-until-there-are-incentives-to-end-them/
Read at AdExchanger
#mfa-sites #ad-tech-ecosystem #monetization-benefits #premium-publishers #generative-ai
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