The MFA Site Crisis One Year Later: Did Brand Safety Tools Actually Fix the Problem?

Adalytics publishes a follow-up audit of Made-for-Advertising site prevalence in programmatic supply chains, measuring whether advertiser exclusion lists and SSP-level filtering have materially reduced MFA impression share since the 2024-2025 industry outcry. The findings suggest MFA inventory has shifted rather than disappeared, with new domain patterns evading existing detection logic.

Adalytics publishes a follow-up audit of Made-for-Advertising site prevalence in programmatic supply chains, measuring whether advertiser exclusion lists and SSP-level filtering have materially reduced MFA impression share since the 2024-2025 industry outcry. The findings suggest MFA inventory has shifted rather than disappeared, with new domain patterns evading existing detection logic.