Pixalate’s October 2023 Global Made For Advertising (MFA) Report for Websites reviews the state of MFA websites, including ad spend trends and MFA websites with the most advertising. Research finds 11% of global open programmatic web ad spend goes to MFA sites – 27% sold by Magnite, according to Pixalate’s data.

Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the October 2023 Made For Advertising (MFA) Benchmark Report for Websites. The report benchmarks advertising trends on MFA websites, including ad spend, invalid traffic (IVT) and ad fraud, the top ad platforms (SSPs) selling ads on MFA websites, and the MFA websites with the most advertising.

MFA websites and apps can feature intrusive advertising techniques like pop-up ads, auto-play videos, or ads restricting access to content, often resulting in a poor advertising-to-attention ratio. Learn more about Pixlate’s MFA detection technology here.

Pixalate’s data science team analyzed over 12 billion open programmatic ad impressions on websites in October 2023 to compile the research.

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Key Stats: Pixalate’s Benchmark Report for MFA Websites in October 2023

• 11% of global open programmatic web ad spend goes to MFA websites
• 20% higher IVT (invalid traffic, including ad fraud) rate on MFA websites compared to non-MFA websites
• 70% of ad spend on MFA websites goes to private domains (compared to 18% for non-MFA websites)
• Over 20% of ad spend on MFA websites goes to the top five MFA publishers (according to ads.txt “owner domain” data)
• 27% of all advertising on MFA websites was sold by Magnite in October 2023
  • Google AdExchange sold ads on 93% of MFA websites

What’s inside the report

Pixalate’s October 2023 Made For Advertising Report for Websites includes:

• Global regional breakdowns of MFA ad spend patterns (North America, EMEA, LATAM, APAC)
• IVT rate on MFA sites, including ad fraud
• Viewability rate on MFA sites
• MFA websites with the most programmatic ad traffic
• Top ad platforms (supply-side platforms, SSPs) used by MFA sites
• MFA website country of registry
• Private vs. public registration
• MFA programmatic ad spend by website category

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