DoubleVerify Research Reveals Key Trends Across ';Made for Advertising' Sites

Rhea-AI Summary

DoubleVerify (DV) has released its eighth annual Global Insights Report, which studies media quality and performance trends from over one trillion impressions across more than 2,000 brands in 100 markets. The report reveals that 'Made for Advertising' (MFA) websites predominantly produce evergreen content such as health, travel, and family topics, while avoiding time-sensitive subjects like sports and news. Specifically, MFA sites are 99% more likely to cover travel, 57% more likely to cover family and parenting, and 47% more likely to cover health and fitness, while being 95% less likely to cover news and 56% less likely to cover sports. The analysis also identifies characteristics of MFA sites, including a high ratio of ads to content, reliance on paid traffic, and low ad intensity. The report highlights increasing MFA site sophistication, posing new challenges for advertisers. The full report and a related webinar are available on DV's website.

Positive

• DoubleVerify's Global Insights Report covers over one trillion impressions from more than 2,000 brands in 100 markets.
• MFA sites are 99% more likely to cover travel, 57% more likely to cover family and parenting, and 47% more likely to cover health and fitness, according to DV's analysis.
• There is a near-20% (19%) year-over-year increase in MFA impression volume.

Negative

• MFA sites are 95% less likely to cover news and 56% less likely to cover sports.
• MFA sites show a heavy reliance on paid traffic sources, with little to no organic traffic.
• Content on MFA sites is often duplicated verbatim across various websites, posing risks to brand integrity.

Evergreen content related to travel, family, and health topics is more common on MFA sites

NEW YORK--(BUSINESS WIRE)-- DoubleVerify ("DV"), the leading software platform for digital media measurement, data, and analytics, today announced findings from its eighth annual Global Insights Report, which analyzes media quality and performance trends across more than one trillion impressions from over 2,000 brands in 100 markets. The findings focus on content patterns across "Made for Advertising" (MFA) websites.

According to DV’s analysis, there are notable differences in the types of content MFA websites produce compared with other media. MFA sites commonly feature evergreen content such as health and fitness, travel, and family and parenting, while avoiding time-sensitive topics like sports or news. In fact, according to DV’s analysis, MFAs are:

• 99% more likely to cover travel
• 57% more likely to cover family and parenting
• 47% more likely to cover health and fitness

Relatedly, DV found MFA sites less likely to cover dynamic topics. In fact, MFAs were 95% less likely to cover news and 56% less likely to cover sports.

“MFA sites predominantly focus on evergreen content topics, which are easily recycled across multiple websites using generative AI tools,” said Collette Spagnolo, VP, Marketing Analytics, DoubleVerify. “Advertisers must have clear protocols and criteria in place to ensure they’re running on content they find valuable for their campaigns and audience.”

In June 2023, amid concerns that new Gen AI tools were accelerating the production of inappropriate content, the ANA reported that MFA sites comprised 21% of all programmatic ad impressions and attracted 15% of total advertising spend. Last month, DV also revealed a near-20% (19%) year-over-year increase in MFA impression volume.

According to DV, MFA sites exhibit most or all of the following characteristics:

• A high ratio of ads to actual content on the page, with ads frequently refreshing to maximize profit from a single visit
• A heavy reliance on paid traffic sources – such as social and native advertising – with little to no traffic coming from organic sources
• Content designed to keep users endlessly scrolling or clicking within the same site
• Content that is often duplicated verbatim across various websites
• Low ad intensity, which is a comparison of the viewable time duration of an ad to the DV benchmark

“As generative AI continues to advance, we anticipate MFA sites will become more sophisticated, posing new challenges for advertisers striving to maintain brand integrity," added Spagnolo. “These sites will not only proliferate but also become more adept at mimicking legitimate content sources. Advertisers need a technology partner to help them scale MFA protection.”

Method: The report employs DV technology to analyze over one trillion impressions from over 2,000 brands in 100 markets, both pre and post-bid, and offers a detailed market-by-market analysis for North America, LATAM, EMEA, and APAC. It covers video and display impressions from January to December 2023 across desktop, mobile web, mobile app, and connected TV (CTV).

MFA sites continue to be a priority point of media quality for DV. The company hosted a webinar, Demystifying Made for Advertising Sites, last week, which can now be viewed on-demand.

For the full 2024 Global Insights Report, visit: https://doubleverify.com/global-insights-2024-trends-report

About DoubleVerify

DoubleVerify (“DV”) (NYSE: DV) is the industry’s leading media effectiveness platform that leverages AI to drive superior outcomes for global brands. By creating more effective, transparent ad transactions, DV strengthens the digital advertising ecosystem, ensuring a fair value exchange between buyers and sellers of digital media.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240703870983/en/

Chris Harihar

chris@crenshawcomm.com

Source: DoubleVerify

FAQ

What are the key findings from DoubleVerify's Global Insights Report?

The report reveals that MFA sites predominantly focus on evergreen content like travel, family, and health, avoiding time-sensitive topics like news and sports. MFA sites are 99% more likely to cover travel and 95% less likely to cover news.

How much has the volume of MFA impressions increased year-over-year?

DoubleVerify's report indicates a near-20% (19%) year-over-year increase in MFA impression volume.

What are some characteristics of Made for Advertising (MFA) sites according to DoubleVerify?

MFA sites tend to have a high ratio of ads to content, rely heavily on paid traffic sources, and feature content designed to keep users endlessly scrolling or clicking.

Why do advertisers need to be cautious with MFA sites?

Advertisers need to ensure their campaigns run on valuable content since MFA sites often duplicate content verbatim across various websites, posing risks to brand integrity.

Which type of content is more likely to be found on MFA sites?

Evergreen content related to travel, family, and health is more likely to be found on MFA sites, making them 99%, 57%, and 47% more likely to cover these topics, respectively.