The saturation of the open web is increasing risks for advertisers as low-quality websites contribute to nearly 25% of wasted programmatic ad spending. Research indicates that ads frequently appear on MFA (made-for-advertising) sites, undermining genuine publishers and leaving ads largely unnoticed. As privacy regulations tighten, especially with the diminishing use of third-party cookies, advertisers are faced with significant challenges in audience targeting and maintaining consumer engagement, necessitating direct relationships with premium publishers for better outcomes in 2025.
Going into more detail, a 2024 ExchangeWire report in association with Lumen, details how a primary cause for wasted ad spend is ads ending up on MFA (made-for-advertising) sites.
The increased focus on privacy regulations will limit the ability for data collection, and therefore also, the ability to target audiences, with or without third party cookies.
Collection
[
|
...
]