In the ongoing quest to take more control of the available ad inventory in the programmatic market, SSP proprietors, like GroupM, have been cracking down on which domains they’re willing to sell.
Ad tech players have tried to reduce the number of made-for-advertising sites (MFAs) that show up in programmatic marketplaces, largely to improve the performance of ad campaigns while also increasing any potential CPMs for publishers. While many marketers are familiar with exclusion lists, or websites that are blocked due to inappropriate or illegal content, there’s been a push to further curate the domains in the open programmatic marketplace that gives advertisers more assurances that their campaigns are seen by real people.
Enter GroupM’s m-List, an “inclusion list” only available in the U.K. of about 6,000 domains that have been hand-selected through a combination of criteria based on verification firms like DoubleVerify, Integral Ad Science and Jounce that assess viewability and fraud risk, as well as manual validation from a committee of m-List overseers who check to see if the sites on the m-list are visited by actual humans and aren’t MFAs.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.