In recent months, the digital advertising industry has been abuzz with discussions about the challenges posed by made-for-advertising (MFA) sites. As highlighted by a recent MediaPost article, even industry giants like GroupM are taking steps to filter out these low-quality sites from their programmatic buys. But what does this mean for advertisers, and how does ChartLocal’s approach stand out?
The MFA Challenge
MFA sites, often characterized by low-quality or counterfeit content, have surged during the pandemic. Advertisers have found themselves wasting significant portions of their budgets on these sites, with some estimates suggesting losses of up to $13 billion. The environmental impact of these sites is also concerning, contributing to a larger carbon footprint in the programmatic buying process.
ChartLocal’s Proactive Approach to MFA
At ChartLocal, we’ve always been ahead of the curve. By default, we apply an MFA filter (pre-bid) to all of our programmatic campaigns. This proactive measure ensures that our clients’ advertising dollars are spent wisely and effectively.
But our commitment to quality doesn’t stop there. We layer additional protections, including:
- Anti-fraud filters: To ensure that every impression counts.
- Viewability filters: So that ads are not just served, but seen.
- Brand safety filters: Protecting brands from appearing alongside inappropriate content.
We leverage third-party technologies from industry leaders like DoubleVerify, MOAT, & IAS to provide these layers of protection. Additionally, our use of ads.text/app-ads.txt and supply-path controls during the bidding process guarantees maximum protection from malicious actors within the supply chain.
In the ever-evolving world of digital advertising, it’s easy to be lured by the promise of low-cost solutions. However, as the saying goes, “you get what you pay for.” At ChartLocal, we firmly believe that all impressions are NOT created equal. While some vendors may offer cheap CPMs, it’s essential to understand that a low price doesn’t always equate to high value.
These programmatic features come standard on every ChartLocal campaign, with no minimum investment or monthly commitment requirements:
- Quality Over Quantity: We prioritize the quality of our ad placements over sheer volume or self-interest. Our approach ensures that your brand is showcased in the best light, reaching audiences that matter.
- Transparency: We believe in open communication and clarity. With ChartLocal, you’ll always know where your ads are placed and how they’re performing.
- Client Results: Our success is measured by your success. We’re committed to delivering measurable results that drive your business forward.
- Comprehensive Protection: Anti-fraud filters, viewability filters, and brand safety filters. We ensure your brand is protected and presented in the best environments.
- Advanced Targeting: Unlimited audience targeting layers (not as an add-on fee), ensuring your ads reach the right people at the right time.
- Conversion Tracking: Advanced conversion tracking capabilities including quantitative foot traffic reporting, phone calls, form submissions, live chat conversations, etc.
Our comprehensive approach to programmatic advertising positions ChartLocal’s Targeted Display and OTT solution as a premium product in the market. It’s tempting to opt for the “low price leader” in the market. However, it’s crucial to understand that cheaper isn’t always better. There’s no point in wasting money on impressions that don’t add value to your business. At ChartLocal, we offer premium advertising solutions committed to quality, transparency, and results.
In a digital landscape filled with challenges, ChartLocal stands as a beacon of quality and trust. Choose us, and experience the difference of a premium programmatic advertising partner.