- WPP’s GroupM is partnering with programmatic supply chain management company Jounce Media for added protections against ad placements on Made For Advertising (MFA) — a.k.a clickbait — web sites and domains, in keeping with an organization announcement.
- The partnership enables GroupM to integrate Jounce’s technology into its existing campaign-planning processes and is designed to combat the increasing speed, scale and class with which MFA sites are being created and populated with content.
- Additionally, GroupM claims the partnership will increase the agency’s sustainability efforts by reducing the carbon footprint related to MFA web sites. The tie-up arrives as advertisers proceed to hunt optimal investments in a tightened spending environment.
As marketers fret over the effectiveness of their digital strategies and tighter budgets, GroupM and Jounce’s partnership could bring more transparency to media investments. The announcement rides on the heels of notable findings by the Association of National Advertisers (ANA) that indicate brands are wasting 15% of their programmatic ad spend — or about $13 billion total — on low-quality MFA sites.
Additionally, the ANA’s study revealed the typical campaign runs on 44,000 web sites, though nearly all of audiences could be reached by running ads on just a couple of hundred. The ANA, a trade group representing marketers, cited several aspects contributing to the trend, most notably the tendency of programmatic buying to prioritize cost savings over audience value and an absence of transparency into inventory. GroupM and Jounce’s agreement is supposed to handle each of those concerns. At the identical time, the rise of generative artificial intelligence has sparked worries that junk MFA publishers could proliferate more quickly.
“The challenges related to MFA domains are prone to grow much more complex because the media ecosystem continues to evolve rapidly,” said Rory Latham, GroupM’s senior director of worldwide investment for programmatic, in an announcement. “Our partnership with Jounce reflects our continued commitment to deliver relevant ads that deliver meaningful value for our clients and their audiences.”
The ANA study also bolsters the advantages of shopping for through the GroupM Premium Marketplace, in keeping with the announcement, an offering from the agency that guarantees transparency and efficiency around dollars spent in hopes of delivering higher business results. The partnership is supposed to further protect client campaigns from an promoting presence in low-quality locations.
Aside from potential advertiser savings, GroupM anticipates that its partnership with Jounce will enhance the sustainability of its media supply chain by reducing the upper carbon footprint related to MFA sites. According to Scope3 findings cited within the ANA report, MFA inventory carries 26% higher carbon emissions in comparison with non-MFA inventory.
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