--- title: Pixalate's Q2 2025 Global Made for Advertising (MFA) Benchmarks Reports description: Pixalate's Q2 2025 Global Made for Advertising (MFA) Benchmarks Reports for CTV, Mobile Apps, and Websites offers an overview of the state of MFA ad spend in open programmatic advertising. image: 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 --- [![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) [CTV](https://www.pixalate.com/blog/topic/ctv) | [Research Reports](https://www.pixalate.com/blog/topic/research-reports) | [Made for Advertising](https://www.pixalate.com/blog/topic/made-for-advertising) | [Ad Spend](https://www.pixalate.com/blog/topic/ad-spend) | [MFA - Research](https://www.pixalate.com/blog/topic/mfa-research) | 2 min read # 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 Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Aug 20, 2025 1:00:00 PM *According to Pixalate’s research, 10% of global open programmatic web ad spend — approximately $716 million — went to domains identified as Made for Advertising (MFA)* LONDON, August 20, 2025 --- [Pixalate](https://www.pixalate.com/), a global market-leading ad fraud protection, privacy, and compliance analytics platform, today released its **Q2 2025 Global Made for Advertising (MFA) Benchmarks Reports for **[**CTV Apps**](https://pixal.at/3Yw1zcX)**, **[**Mobile Apps**](https://pixal.at/3GcSQq1)**, and **[**Websites**](https://pixal.at/4iilDqo). These reports provide in-depth analysis of open programmatic advertising traffic and ad spend on properties identified by Pixalate as MFA across Connected TV (CTV) apps, mobile apps, and websites. ## Key Findings: - **Websites:** **$716 million in estimated open programmatic ad spend went to websites identified as MFA in Q2 2025, according to Pixalate’s data** - 6% of websites with open programmatic ads were flagged as MFA, up from 4% in March 2025 - LATAM region had the highest rate of open programmatic ad spend on likely MFA sites (21%), according to Pixalate’s data - **CTV Apps:** **$25 million** in estimated open programmatic ad spend went to CTV apps identified as MFA in Q2 2025, according to Pixalate’s data - MFA Ad spend on CTV apps with open advertising rose from 0.3% in April to 0.6% in June  - **Mobile Apps:** **$29 million** in estimated open programmatic ad spend went to mobile apps identified as MFA, according to Pixalate’s data - 89% of mobile app MFA ad spend went to apps with private or blank domains To compile this research, Pixalate’s data science team analyzed 5+ billion global open programmatic advertising impressions across web domains, 27+ billion impressions across mobile apps on Google Play and the Apple App Store, and 4+ billion impressions across CTV apps in Q2 2025. The analysis focuses on key metrics, including ad spend, traffic share, app store analysis, domain analysis, and invalid traffic (IVT) rates. [![MFA Websites](https://no-cache.hubspot.com/cta/default/2364596/b8d7d078-f252-4283-9d05-4fa82025a824.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/b8d7d078-f252-4283-9d05-4fa82025a824)    [![MFA Mobile Apps](https://no-cache.hubspot.com/cta/default/2364596/1a2376eb-259f-4561-a753-5ad65ea710b0.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/1a2376eb-259f-4561-a753-5ad65ea710b0)    [![MFA CTV Apps](https://no-cache.hubspot.com/cta/default/2364596/30c08577-bd28-4b71-91e5-bee81d873992.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/30c08577-bd28-4b71-91e5-bee81d873992) About Pixalate Pixalate is a global platform for privacy compliance, ad fraud prevention, and data intelligence in the digital ad supply chain. Founded in 2012, Pixalate’s platform is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT). [www.pixalate.com](https://www.pixalate.com/)  Disclaimer *The content of this press release, and the Q2 2025 Global Made For Advertising Reports (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 [**](https://www.pixalate.com/hubfs/Pixalate%20Wechat.png?utm_campaign=Company%20News&utm_medium=email&_hsenc=p2ANqtz-_ZtCSHiG6VOXsk-H9wZxOKVhNZxU_38xbLSOf7jCI9cht_GS6NejKw3dZ_BY3kYiwF7Hc9ZWlilTmIVK5YSB9-baUW2w&_hsmi=336270631&utm_content=336270631&utm_source=hs_email) ### 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 July 2025 Top Grossing Mobile Apps in APAC: ‘ToonBlast’ Ranked No. 1 on Google Play Store and Apple App Store in Japan, ‘Candy Crush Saga’ Led on Google Play Store in Singapore](https://www.pixalate.com/blog/pixalates-july-2025-top-grossing-mobile-apps-in-apac) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Releases Q2 2025 APAC Supply-Side Platform (SSP) Market Share Rankings for Mobile Apps & Web: Verve Leads in Singapore, India, Australia on Google Play Store, Magnite No. 1 for Web in Japan →](https://www.pixalate.com/blog/q2-2025-ssp-market-share-report-apac) ## You May Also Like These Stories on CTV [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/OpenEPG%20landing%20page%20hero%20image.png) ](https://www.pixalate.com/blog/pixalate-launches-openepg-1.0-analytics-to-bring-linear-tv-grade-measurement-verification-to-open-programmatic-ctv) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Launches OpenEPG™ 1.0 Analytics to Bring Linear TV-Grade Measurement & Verification to Open Programmatic CTV; 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