One ecommerce brand found that, for one recent campaign, between 30% and 40% of its Pmax display and video ads were served on MFA sites, many of which feature cookie-cutter layouts and AI-generated content.
A 2023 Adalytics report found that up to 80% of ad placements through GVP go to MFA sites, even though Google promises premium placements with ads shown before video content.
The surge in AI-generated sites that pop up overnight has exploded the amount of low-quality options their ads can wind up on, reflecting a significant challenge for advertisers.
'These sites are of extremely questionable quality to the point where some don't even exist—you click the link, and it's a dead domain,' said an agency executive.
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