The problem arises from adtech tools like DoubleVerify's MFA blocker, affecting legitimate publishers due to insufficient clarity on criteria for blocking, impacting revenue streams without publishers' knowledge.
Publishers face challenges as they struggle to understand why they are blocked and navigate through interactions with ad verification firms in resolving the issue, leading to tensions in the industry.
DoubleVerify states its MFA tool aims to offer nuanced solutions for brands without bluntly blocking legitimate sites, emphasizing the need for transparent and direct communication with affected publishers.
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