Native advertising business Taboola is partnering with programmatic supply chain management firm Jounce Media to verify that the Taboola Select publisher network is free from Made for Advertising (MFA) properties. Industry data suggests that 15 percent of ad spend is classified as MFA.

Through the partnership with Jounce Media, Taboola will use Jounce's MFA-detection technology and data, alongside proprietary machine learning models and procedures, to ensure the exclusion of MFA publishers from Taboola Select.

“Made For Advertising supply undermines advertiser trust in the open internet and siphons ad spend from reputable publishers,” said President of Jounce Media, Chris Kane. "Taboola’s decision to package its most premium supply in the Taboola Select network and to use Jounce data to ensure the marketplace is MFA-free is a positive step that serves both marketers and publishers."

Taboola has spent over 15 years partnering with top publisher properties including Yahoo, Business Insider, and The Associated Press. The company recently launched Taboola Select, a curated selection of highly visible and brand-safe placements on 15 percent of Taboola’s most premium publishers.

“Advertisers deserve access to premium, brand safe and effective publishers to run their campaigns,” said CEO and Founder at Taboola, Adam Singolda. “Taboola has been on the forefront of providing this access, through our immense scale with trusted publishers. Adding the expertise and guidance of Jounce is yet another vote of confidence in our ability to connect advertisers with consumers in premium destinations.”