Take a look at the MFA fraud we've identified on the most popular ad exchanges used by our customers, based on post-impression data with pre-bid filtering and/or manual optimization. We've categorized these rates based on the top 10 ad exchanges by impression volume and MFA rate. The percentage calculation is weighted by the number of impressions.

At Adloox, we have been actively hunting down and removing MFAs (previously known as 'Fake Domains') for over 10 years. MFAs (or "Made-for-Arbitrage") are sites created for the sole purpose of generating revenue from ads. These websites host low-quality content and are designed to generate high levels of traffic through the use of misleading headlines, clickbait tactics and purchased traffic.

Thanks to our unique detection capabilities, we are able to detect and eliminate fraudulent sites and apps, at scale. New clients starting with Adloox usually have between 20% and 40% of MFAs (depending on DSPs, markets, date ranges, etc.). After optimization, which typically takes 1 day (pre-bid) to 1 week (manual) turnaround, the percentage drops to less than 1%, on average.

Our monitoring system covers more than 100,000 open web sites and apps and over 500 million ads daily on the top advertising platforms. This enables us to provide our customers with insights into the levels of sophisticated ad fraud such as MFAs on the leading ad exchanges. Here are the rates we've observed in June 2024, based on post-impression data with pre-bid filtering and/or manual optimization.👇

🟠 Above our benchmark / 🟢 Below our benchmark

💡 Adloox uses statistical rules and machine learning models to detect MFAs, continuously refining our methodology with automation and human expertise. AI and ML enhance our detection, which also includes traditional signals like high ad-to-content ratio, aggressive auto-refresh, ad stacking, autoplay video ads, and low-quality or copied content.

Learn more about MFAs on our dedicated knowledge center →

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