Marketers, together with their ad tech partners, need to be the ones to stop purchasing MFA inventory. Implicit in these comments is the belief that this issue ultimately revolves around demand rather than supply. “If we turn off MFA in our entire exchange - and this would be true for any exchange - all that happens is the spend moves to our competitors.” “We focused on PMPs initially as they’re somewhat of a safe place for us to disable this MFA supply because when we do it the buyers would allow their spend to redistribute to better quality sites,” said Curt Larson, chief product officer at Sharethrough. Their argument? Doing so would hurt their bottom line more than it would impact the MFAs themselves. The sell-side of ad tech, in particular, had a hard time blocking MFAs sooner. While these actions are commendable, it begs the question: Why did it take a full-blown media circus to make ad tech folks break a sweat? It seems that the commercial costs were deemed too steep and the reputational rewards too elusive for many of those companies. Not to be outdone, Magnite also stepped up to the plate, promising to disable MFA inventory upon advertiser request, not only in PMPs but also in the curated versions of the open programmatic marketplace it sells. Sharethrough wasted no time in sweeping away all MFAs from their off-the-shelf deals and custom PMPs following those revelations.
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