Despite promises from ad-tech and media firms to crack down on the issue, a recent report by Adalytics reveals that programmatic advertising remains problematic, with ads from major brand marketers like Procter & Gamble, Hershey, and Mondelez International appearing on click-bait Made for Advertising (MFA) websites.

The report implicates leading supply- and demand-side platforms (SSPs and DSPs), including offerings from Google, Amazon, and Microsoft, along with various retail media networks, in transacting on MFA inventory. Media agencies from major ad-holding companies were also involved in this practice.

Following a study by the Association of National Advertisers (ANA) highlighting significant wasted programmatic ad spend, concerns have been raised about the credibility and trust of MFAs, potentially leading to adverse business outcomes.

Despite widespread promises to address the issue, Adalytics' latest research suggests that little action has been taken, with many brands still seeing their advertising budgets wasted on websites featuring sensationalist headlines and questionable content.

The report identifies numerous companies, including Google, Amazon, Roku, and AdTheorent, allegedly continuing to transact around MFAs. While some vendors offer options to filter out MFAs, Adalytics suggests that many ads running on these sites carry measurement and verification tags from reputable vendors.

MFAs employ various tactics to mask their true nature, such as using generic domain names and paid traffic platforms like Outbrain and Taboola to drive engagement. They rely on junk content and constantly refresh ad placements to maximize exposure, leading to exorbitant costs for advertisers.

Adalytics' study tracked ad impressions served on MFAs in 2024 and found that many well-known brands were still running campaigns on these sites. Additionally, a significant portion of SSPs invited to participate in a showcase for suppliers hosted by the ANA were confirmed to be serving ads for member marketers on MFA sites.

Despite claims by some firms to be taking action against MFAs, the report highlights inconsistencies in their behavior. For example, Pubmatic was found to have transacted ads for over 7,500 brands on MFA sites, contradicting its previous statements about removing MFA inventory.

Update: Amazon defended its DSP, stating that it maintains strict controls on the supply available for advertisers and enables them to decide where their ads appear through a mix of proprietary and third-party controls.

Despite ongoing efforts to address the issue, the persistence of ads on MFAs underscores the challenges facing the programmatic advertising ecosystem.