IAB Australia has issued a warning about 'Made for Advertising' (MFA) sites, urging the Australian advertising industry to reduce ad spends on these platforms and associated participants. The IAB Executive Tech Council has released a guidance paper with definitions and recommendations, describing MFA sites as a waste of investment for brands and harmful for publishers investing in quality content. They also result in poor consumer experiences and erode trust in the industry.

Jonas Jaanimagi, IAB Australia Tech Lead, stated that the goal of the document is to support each part of the ecosystem with guidance that will not only reduce exposure to MFA sites but also reduce wastage, benefit genuine publishers, improve consumer experiences online, and ultimately enhance both campaign performance and advertising ROI. He said, "Our goal with this document is to support each part of the ecosystem with guidance that will not only reduce exposure to MFA sites - but as a direct consequence, reduce wastage, benefit genuine publishers, ameliorate consumer experiences online and ultimately improve both campaign performance & advertising ROI. Our guidance is not exhaustive, but we highly recommend that buyers, sellers and vendors review and consider these recommendations. We welcome feedback from all on our guidance."

MFA sites are characterised by catchy headlines, clickbait, and controversial content aimed at driving traffic and ad revenue. They often sacrifice content quality and use tactics such as pop-up ads, auto-play videos, and other intrusive advertising methods. In June 2023, the ANA released a report indicating that 21% of impressions and 15% of spending via programmatic buying were wasted on MFA sites.

The association plans to provide additional information later this year and has invited industry participants to provide case studies, analytics-based insights, or further recommendations.

The move to reduce ad spend on MFA sites is a significant step towards improving the quality of online advertising, benefiting both consumers and the industry. It also highlights the importance of investing in genuine publishers and quality content, which can lead to better campaign performance and advertising ROI.