In the world of digital advertising, a conflict is brewing between publishers and the creators of verification tools. Tools designed to combat MFA sites sometimes unjustifiably block regular publishers as well.

The Root of the Problem

Tools from DoubleVerify and Integral Ad Science, aimed at combating sites made for advertising, are causing concern among publishers. The latter find themselves “under fire,” awaiting transparency in the assessment of their content.

The lack of information on the reasons for blocks and the absence of direct dialogue with verification companies intensify the tension in the relationship.

Seeking a Solution

The need for tools to avoid MFA sites is beyond doubt, but the methods of their operation require refinement. A solution in the form of more precise settings and transparency can help balance the interests of both sides.

Some publishers and verification companies are already working on creating fairer and more accurate tools that would take into account the nuances of each publisher's work. At the same time, the share of MFA sites remains significant.