The web is riddled with so-called “made for advertising” (MFA) sites, but one corner at least seems to be free of the click-bait-driven ad-stacking inventory, according to an audit by digital supply chain consultancy Jounce.
Yahoo Backstage, a relatively new supply source platform, scored 100% free of MFA inventory in an audit, according to Jounce Media, which has recognized it as the “largest MFA-free supply source on the open web.” Backstage, besides selling Yahoo-owned properties such as Yahoo Sports and Yahoo Finance, also features more than 100 other publishers through the Yahoo demand side platform. But none of those had MFA inventory, said Jounce Founder Chris Kane in an interview.
Yahoo bills Backstage as a supply source exclusively accessed through Yahoo’s DSP. The Jounce audit did not certify that all inventory moving through Yahoo's DSP is MFA-free, just that accessing Backstage.