Brand Safety in Flux: MFA’s, Social Media Shifts, & Reputational Risk

The digital advertising industry has intensified its efforts to identify and regulate Made-for-Advertising (MFA) sites, which have been seen as, primarily, a way to generate ad revenue rather than provide meaningful content. While this movement has been applauded as a win for premium publishers, the sometimes murky definition of MFA has led to confusion and missteps. Many legitimate publishers worry about being unfairly categorized and placed on blocklists, cutting them off from vital ad revenue.

The introduction of the no-cost MFA Transparency Utility by BSI and partners in the industry represents an important step forward in trying to untangle the confusion. By offering publishers insight into how their domains are evaluated, this initiative helps level the playing field, ensuring that ad dollars are directed toward worthwhile content rather than specious sites.

As the digital advertising ecosystem grapples with these changes, social media platforms are also undergoing transformations that could impact brand safety.

Meta’s recent content policy updates, which now permit derogatory language against marginalized groups, have raised serious concerns among advertisers. This shift makes platforms like Meta less reliable for brands that prioritize inclusive audiences.

Other platforms are taking steps in the opposite direction. Snapchat’s introduction of a tiered Brand Suitability Suite gives advertisers greater control over where their ads appear, demonstrating an effort to reinforce brand safety measures in contrast to Meta’s more relaxed approach. The move highlights the growing divergence in how social media platforms handle content moderation and brand safety.

Advertisers are now faced with a choice: continue spending on platforms that deprioritize moderation or shift toward those that actively enhance brand safety measures.

Minority-focused publishers, long at risk of being unfairly flagged by brand safety tools, now have an opportunity to position themselves as trustworthy destinations for audience engagement. By maintaining strong editorial oversight and clear brand safety credentials, these publishers can provide advertisers with safe and responsible spaces to engage diverse audiences.

As brand safety continues to re-find its footing, advertisers and publishers must strike a balance between caution and fairness. While the demonetization of MFA sites is a step forward, ensuring transparency in how SSP’s/DSP’s amass audiences are evaluated continues to be critically important. Social media’s shifting policies further complicate the landscape, but they also create opportunities for reputable publishers to differentiate themselves.  

By fostering transparency, supporting quality content, and embracing technological advancements, the digital advertising industry can create a brand-safe future that benefits both advertisers and audiences alike.