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MFA (Made for Advertising) Definitions

For the purpose of this topic, please reference the below definitions:

  • MFA (Made for Advertising) - Pixalate defines MFA as ad-enabled websites, CTV, and mobile apps that are intentionally designed to generate arbitraged traffic; these properties generally have high ad density to maximize revenue with a disregard for user value.
  • MFA Risk - Pixalate's assessment of the risk (High, Med or Low) of the website being deemed MFA. 
    • High risk apps consistently and persistently exhibit signals strongly associated with MFA activity across our classification features — there is little ambiguity in the pattern.
    • Medium risk apps display mixed signals — some MFA-indicative behaviors are present, but not with the consistency or strength required for a High designation.
    • Our recommendation is to transact only with publishers classified as Low MFA risk (by Pixalate). High and Medium risk designations should both be treated as disqualifying for inventory sourcing purposes — the distinction between them is informational, reflecting degree of signal clarity, not a meaningful difference in what action to take.
  • Ad Refresh Rate - Number of ad impressions observed per device, per minute.
  • Ad Density - Number of ad placements observed per device, per minute.
  • Paid Traffic Rate - Volume of traffic sourced via paid (ad) sources
  • Social Traffic Rate - Volume of traffic sourced via social media
  • Age -  Age of the app on the App Store
  • IVT - IVT% of the App across regions
  • Popularity Score - Pixalate’s popularity score for the app 
  • Reviews - Number of Reviews