Share of MFA sites in programmatic market worldwide 2023

A study carried out among 21 member companies of the U.S. Association of National Advertisers between September 2022 to January 2023 showed that made-for-advertising (MFA) sites accounted for 15 percent of the open internet programmatic advertising spending and 21 percent of the ad impressions. MFA sites can be characterized as properties with content of low quality, often automatically generated, and with very low user experience. Advertisers are often unaware that their ad appears on such sites. They are generally considered a brand risk.

一项于2022年9月至2023年1月期间，由美国国家广告商协会的21家成员公司开展的研究表明，专为广告制作的（MFA）网站占据了开放互联网程序化广告支出的15%以及广告印象的21%。这类网站通常具有低质量内容，往往为自动生成，用户体验极差。广告主往往未意识到他们的广告出现在此类网站上。此类网站通常被视为品牌风险。