The Brand Safety Institute (BSI), an organization that promotes brand safety across the industry and accredits Brand Safety Officers, has launched what it calls an “industry-first MFA Transparency Utility for Publishers,” available for free. The tool helps publishers understand how measurement and verification companies classify their sites as made-for-advertising, or as BSI refers to it, made-for-arbitrage (MFA).
At launch, Ad Fontes, IAS, DeepSee, Jounce, and Pixalate are participating. BSI also plans to expand the tool’s capabilities by incorporating additional signals used by media buyers and agencies to evaluate publisher quality. The goal, they say, is to give publishers more transparency so they can better align their monetization strategies with advertiser expectations.
Why This Matters:
MFA isn’t a universally defined concept. Different vendors, as well as agencies, with their own curated blocklists, apply their own criteria when classifying MFA sites. There are also subtle distinctions—such as the difference between ad clutter and “true” MFA—which can lead to confusion. Some publishers feel they’ve been unfairly labeled, and BSI’s tool tries to bring more clarity to these classifications. While it won’t reveal the exact method behind each company’s process, it does give publishers insight into the final determinations, and, importantly, an opportunity to challenge them, if needed.
Some diverse and underrepresented publishers have been incorrectly classified as MFA. Some of these publishers may rely on audience-building strategies that, while legitimate, sometimes trigger MFA flags. Unlike larger publishers, they may not have the resources to navigate or contest these classifications effectively. As a result, they risk being blocked or excluded from ad spend, exacerbating the challenges they already face.
By offering publishers a clearer view of how they’re being evaluated, BSI’s new utility helps publishers advocate for themselves and stay competitive as ad spend on the open web shrinks. Publishers who want to use BSI’s MFA tool can visit here.
Experts React:
“This partnership represents a significant step toward reducing information asymmetry in the digital advertising ecosystem,” says Neal Thurman, BSI’s CEO and co-founder. “The commitment of the partners participating in this initiative represents a win for publishers who want to better understand and make investments based on what ad buyers value.”
Our Take:
A worthwhile initiative. Fortunately, reports from last year suggest MFA spend is declining. Hopefully, that means the focus is on the worst offenders, rather than sweeping up publishers that never should have been classified as MFA in the first place.
