The Pointless Side of the Web: Made-for-Advertising Websites
When browsing the web, most users have stumbled upon websites that seem to offer valuable information at first glance but, upon closer examination, are riddled with ads and lack substantive content. Welcome to the world of "Made-for-Advertising" (MFA) websites. These sites, designed primarily to generate revenue from advertising, often mislead users and erode the integrity of online information. Here's a closer look at MFA websites and the damage they can cause.
What are Made-for-Advertising Websites?
MFA websites are online platforms created primarily to attract traffic and subsequently earn revenue through advertisements. They're not centered around providing quality content or services to users. Instead, their chief goal is to display as many ads as possible, using strategies like clickbait headlines, keyword stuffing, and low-quality content that mimics genuine information.
How do they Damage the Digital Ecosystem?
- Misinformation: MFA websites often prioritize traffic over accuracy. This means that users might be served incorrect, outdated, or misleading information. In a world where accurate information is crucial, these sites can cause confusion or even harm.
- Wasting User Time: Users searching for genuine content can end up on MFA sites and waste precious time sifting through ad-infested pages only to find that the content is shallow or non-existent.
- Hogging Bandwidth: With a plethora of auto-play videos, large image files, and other media, these websites can slow down browsers and consume significant amounts of data.
- SEO Manipulation: These sites often employ aggressive SEO tactics to rank high in search results, pushing down more authentic and valuable websites. It's not uncommon for users to find MFA sites occupying the top positions in search results, leading to further trust issues with search engines.
- Erosion of Trust: When users frequently encounter such low-quality sites, they can become skeptical of online information in general, making it harder for genuine content creators to gain trust.
The Advertiser's Dilemma: The Blowback from Made-for-Advertising Websites
For advertisers, Made-for-Advertising (MFA) websites present a unique set of challenges, undermining the very essence of their promotional efforts. At first glance, MFA sites might seem like a lucrative platform due to high traffic volumes, but these numbers are often deceiving. Firstly, these sites dilute brand value. When a reputable brand's ad appears alongside low-quality or misleading content, it inadvertently associates that brand with the website's lack of credibility. This misplaced association can tarnish the brand's image in the eyes of discerning consumers. Secondly, MFA sites can lead to wasted advertising spend. Since the primary aim of these sites is to generate clicks, not genuine engagement, advertisers may end up paying for empty impressions or non-genuine clicks, which don't translate into meaningful conversions. Furthermore, the prevalence of MFA sites has led to a surge in ad-blocker usage among frustrated users. This means that even if an advertiser's content is genuine and valuable, it may never reach its intended audience because of the widespread mistrust generated by MFA platforms. In essence, by eroding user trust and diluting brand value, MFA sites turn the digital advertising landscape into a minefield, where advertisers tread at their peril.
What Can Be Done Against MFA Websites?
While search engines like Google have taken steps to penalize or de-rank low-quality websites, MFA sites continue to evolve and find new ways to bypass these restrictions. It's crucial for advertisers to curate both white- and blacklists when deploying capital in a marketing campaign:
- Which categories are safe: Figure out which website categories you feel comfortable showing your ads in.
- Audit and evaluate your placements: When using several tens of thousands of placements, it's hard to keep oversight on where your ads are viewed (or not viewed). You have to find a way to isolate the bad placements from the good ones
- Be rigorous with white- and blacklists: White- and blacklisting can be an incredibly effective tool to offset the lack of control you might have when just relying on exclusion settings
In conclusion, while MFA websites may seem like a mere annoyance, they pose significant challenges to the digital ecosystem. As users, it's essential to be vigilant and promote high-quality content, ensuring that the internet remains a trusted space for genuine information and creativity.
Find out how Display Gate Guard leverages AI in order to identify low quality placements in display marketing
Read more

