--- title: "Pixalate Releases April 2024 Website MFA Risk Index for Open Programmatic Sellers (SSPs): Google AdExchange, Magnite Have Highest MFA Risk in April 2024" description: "Pixalate's April 2024 Web MFA Risk Analysis: Open Programmatic Sellers Report is an analysis of open programmatic advertising sellers highlighting the highest and lowest aggregates of web MFA Traffic." image: https://www.pixalate.com/hubfs/Programmatic%20Sellers%20%26%20Web%20MFA%20Report%20-%20April%202024.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/pixalate-blog-bg.png) [Made for Advertising](https://www.pixalate.com/blog/topic/made-for-advertising) | [Websites](https://www.pixalate.com/blog/topic/websites) | [MFA - Research](https://www.pixalate.com/blog/topic/mfa-research) | 3 min read # Pixalate Releases April 2024 Website MFA Risk Index for Open Programmatic Sellers (SSPs): Google AdExchange, Magnite Have Highest MFA Risk in April 2024 Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Jun 6, 2024 8:00:00 AM *According to Pixalate’s global research, 67% of websites flagged as likely MFA used Google AdExchange to sell open programmatic ads in April 2024, followed by Magnite (50%), and Xandr Monetize (45%); Bright Mountain Media, Mediavine, Opera Ads, AdForm A/S, and Freestar held the smallest shares, all falling below 1%* **LONDON, 6 June 2024 **–[Pixalate](https://www.pixalate.com/), the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the [April 2024 Web MFA Risk Analysis: Open Programmatic Sellers Report](https://www.pixalate.com/programmatic-sellers-web-mfa-report). The report is an analysis of open programmatic advertising sellers highlighting the highest and lowest aggregates of web MFA Traffic. The report includes top sellers by estimated MFA ad spend, sellers MFA market share of voice (SOV), and the top ad platforms (SSPs) selling ads on MFA websites. MFA websites and apps can feature intrusive advertising techniques like pop-up ads, auto-play videos, or ads restricting access to content, often resulting in a poor advertising-to-attention ratio. Pixalate's data science team analyzed over 175 million open programmatic ad impressions globally from April 2024 to compile this research. ## **Key Stats: Pixalate’s April 2024 Web MFA Risk Analysis: Open Programmatic Sellers Report** - **Google Ad Exchange (67%)** was the No. 1 open programmatic seller most used by sites flagged as MFA, according to Pixalate’s data - **Bright Mountain Media **sold ads on the fewest amount of sites flagged as MFA (under **1%**) - **Magnite **had the largest share **(17%)** of estimated open programmatic ad spend on websites flagged as MFA - **Bright Mountain Media **and **Mediavine** held the smallest MFA proportions (less than 1%) of estimated open programmatic ad spend on sites flagged as MFA ## **Open Programmatic Sellers Most Used By Sites Flagged as MFA*** 1. Google AdExchange sold ads on 67% of sites flagged as MFA, as measured by Pixalate 2. Magnite - 50%  3. Xandr Monetize - 45%  4. Sharethrough - 43%  5. TripleLift Inc. - 37% ***Share of MFA websites with impressions sold by the given seller as of April 2024; as measured by Pixalate** ## **Open Programmatic Sellers by Highest Estimated MFA Ad Spend* Used By Sites Flagged as MFA*** 1. Magnite sold 17% of all ad spend on sites flagged as MFA, as measured by Pixalate 2. PubMatic - 13%  3. Equativ - 10%  4. Index Exchange - 8%  5. Xandr Monetize - 7% ***Ad spend estimated based on global open programmatic ad traffic in April 2024; as measured by Pixalate** Download the April 2024 Web MFA Risk Analysis: Open Programmatic Sellers Report today: [![Download Now](https://no-cache.hubspot.com/cta/default/2364596/b0567d8c-e3ad-4865-ad00-bb88c05f28d2.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/b0567d8c-e3ad-4865-ad00-bb88c05f28d2) ## **MFA Methodology** Pixalate's MFA designations are based on observed traffic patterns within their global data pool and do not solely rely on website crawling techniques, which can be manipulated.  Several factors are analyzed to identify potential MFA websites, including: - **Ad Refresh Rate** (number of ads shown on the device per minute). - **Ad Density** (number of placement IDs detected per minute). - **Social Traffic Rate** (based on the volume of traffic sourced from social media). - **Paid Traffic Rate** (based on the volume of traffic from paid sources). Pixalate employs a multi-signal analysis approach to identify websites with traffic patterns exceeding established baselines, which are calculated by analyzing website impression quantiles across the entire dataset.  Websites exceeding these baselines in one or more factors are flagged as potential MFA sites. For more information, visit [Pixalate’s MFA knowledge base.](https://www.pixalate.com/knowledgebase/made-for-advertising-mfa) **About Pixalate** Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. [www.pixalate.com](https://www.pixalate.com/) ***DISCLAIMER*** *The content of this press release, and Pixalate’s Web Made for Advertising Risk Analysis Report (the "****Report****") reflect Pixalate’s opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any data shared in this press release and/or the Report is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person, website, or app, but, instead, to report findings and trends pertaining to programmatic advertising activity in the time period studied.* ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate's Q1 2024 MFA Websites Ad Spend Report: 10% of Global Open Programmatic Ad Spend Went to Likely MFA Sites in March 2024, 12% in North America, Followed by EMEA (8%), LATAM (8%), and APAC (6%)](https://www.pixalate.com/blog/q1-2024-made-for-advertising-websites-report) [** ](https://www.pixalate.com/blog) Next Story [Pixalate's Q1 2024 Global CTV Bundle ID Mapping Reports for Roku, Amazon Fire TV, Apple TV, Samsung TV: 4 Sling TV App Store IDs Map to 1,869 Bundle IDs Across the Open Programmatic Ad Supply Chain →](https://www.pixalate.com/blog/q1-2024-ctv-bundle-id-mapping-report) ## You May Also Like These Stories on Made for Advertising [![](https://www.pixalate.com/hubfs/Reports_and_Documents/2026%20Reports/Desktop,%20Mobile,%20and%20CTV/Made%20for%20Advertising/Q1%202026/Made%20for%20Advertising%20(MFA)%20Mobile%20Apps%20Benchmarks%20Report%20-%20Q1%202026%20-%20Global.png) ](https://www.pixalate.com/blog/q1-2026-global-made-for-advertising-mfa-benchmarks-report-for-mobile-apps) [CTV](https://www.pixalate.com/blog/topic/ctv) ### [Pixalate Releases Q1 2026 Global Made-for-Advertising (MFA) Benchmarks Report for Mobile Apps: 1,630 apps on Google Play Store and 346 apps on Apple App Store found to be MFA](https://www.pixalate.com/blog/q1-2026-global-made-for-advertising-mfa-benchmarks-report-for-mobile-apps) May 12, 2026 9:00:00 AM | 2 min read [![](https://www.pixalate.com/hubfs/Made%20for%20Advertising%20(MFA)%20Mobile%20Apps%20Benchmarks%20Report%20-%20Q3%202025%20-%20GLOBAL.png) ](https://www.pixalate.com/blog/q3-2025-global-made-for-advertising-mfa-benchmarks-report-for-mobile-apps) [CTV](https://www.pixalate.com/blog/topic/ctv) ### [Pixalate Releases Q3 2025 Global Made for Advertising (MFA) Benchmarks Report for Mobile Apps](https://www.pixalate.com/blog/q3-2025-global-made-for-advertising-mfa-benchmarks-report-for-mobile-apps) Dec 2, 2025 9:00:00 AM | 2 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2025%20Covers%20and%20Images/Made%20for%20Advertising%20(MFA)%20CTV%20Benchmarks%20Report%20-%20Q2%202025%20-%20Global.png) ](https://www.pixalate.com/blog/pixalates-q2-2025-global-made-for-advertising-mfa-benchmarks-reports) [CTV](https://www.pixalate.com/blog/topic/ctv) ### [Pixalate’s Q2 2025 Global Made for Advertising (MFA) Benchmarks Reports for CTV, Mobile Apps, and Websites: $770M in Estimated Programmatic Ad Spend Funneled to MFA Publishers](https://www.pixalate.com/blog/pixalates-q2-2025-global-made-for-advertising-mfa-benchmarks-reports) Aug 20, 2025 1:00:00 PM | 2 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/april-2024-website-mfa-risk-index-for-open-programmatic-sellers#) # Disclaimer Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees. Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Contact Us12 Loading... ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Download GSTI Loading... Schedule your demo today Please complete all fields Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). * * * * *