Despite the criticisms surrounding "made for advertising" (MFA) websites, there's a movement to redefine MFA as "made for arbitrage." However, without an industry standard to define MFA, publishers face challenges being unfairly categorized. The 4A’s is holding secret monthly meetings involving industry players to establish explicit criteria for MFA, aiming to differentiate between legitimate advertising and arbitrage practices. Notably, tech vendors are excluded from these discussions.

Key points include the initiative by agency trade organizations to redefine MFA, collaborative efforts with publishers led by the 4A’s, and the development of guidelines to evaluate MFA websites. The industry is moving towards creating a centralized database for publishers to check their MFA status. Despite progress, disagreements persist over specific criteria, such as the ad-to-content ratio.

The article highlights concerns about the arbitrage model, where publishers create alternate versions of their sites with heavy ad loads to generate revenue from paid traffic. Efforts are being made to address misclassifications and develop pre-bid solutions to effectively block MFA sites.