A brand safety watchdog wants to galvanize ad tech vendors to save publishers from MFA classification

Publishers affiliated with the trade organization the Brand Safety Institute (BSI) are lobbying leading measurement firms to better help them understand how such platforms flag MFA content, Digiday has learned.

If successful, they aim to launch a “publisher portal” to help cash-strapped media owners better understand how not to fall foul of vendors such as DoubleVerify and Integral Ad Science, with involved parties asking for direct input to the operation.

The parties involved favor such an approach over fears that existing guidelines on how best to avoid MFA websites published by advertising authorities are now being “gamed” by fraudsters while also penalizing legitimate publishers.

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