At PubMatic, we’ve always believed that inventory quality should drive performance, not just meet a standard. Now, we’re taking that belief to its most decisive point yet: PubMatic is proud to offer a platform that’s free of MFA (Made for Advertising) inventory, based on rigorous industry standards and ongoing internal reviews.
No MFA sites. No shortcuts. Just clean, high-quality supply, every time.
This milestone is a signal of our commitment to our partners and the market: we’re not just keeping up, we’re building ahead. Because as the programmatic ecosystem becomes faster, smarter, and increasingly AI-driven, the quality of supply is no longer a background consideration. It’s the foundation of everything.
Why Clean Supply Is Foundational for AI and ML
As automation and AI become central to media buying, the integrity of input data becomes mission critical. Machine learning doesn’t understand nuance; it amplifies patterns. If your training data includes MFA, fraudulent hops, or noisy supply, you risk optimizing the wrong outcomes. That’s not just inefficient. It’s expensive.
That’s why PubMatic is focused on building a supply chain engineered for machine learning that is built to benefit humans. By eliminating MFA, reducing resellers, and enforcing stronger quality signals, we’re ensuring that what feeds your AI systems is just as smart and clean as the outputs you expect.
Beyond MFA: Smarter, Faster, Cleaner Supply
Going MFA-free is a milestone, but it’s not the finish line. It’s part of a broader transformation we call IQ: Inventory Quality that’s proactive, intelligent, and constantly evolving.
Here’s what else we’ve delivered recently or are launching over the next several months:
- Advanced Curation Controls: We offer buyers granular controls to target traffic based on comprehensive Inventory Quality attributes including directness to publisher, viewability, and attention metrics. Our upcoming integration of Jounce segments for targeting in auction packages will provide even more precise inventory quality scoring and curation capabilities.
- Real-Time Traffic Shaping with IQ Metadata: We dynamically prioritize route impressions based on quality, recency, and risk.
- IVT Safeguards: We’re not waiting for fraud to happen. We’re stopping it before the impression is ever served.
- Activate and Curation Alignment: We’re giving buyers more tools to find and scale the right supply, while rewarding publishers who meet the highest standards.
- Automated Blocklist Rollouts: Our protection evolves constantly, so you’re always a step ahead of low-quality sources.
Every step is designed to reduce operational burden, eliminate guesswork, and maximize performance, for buyers, sellers, and partners alike.
What This Means for You
If you’re a publisher:
- Greater access to high-quality demand sources. By eliminating MFA and enforcing path hygiene, your inventory is more likely to be included in premium PMPs and curated deals.
- Higher yield from quality-seeking buyers. With buyers increasingly applying IQ filters and directness controls, clean supply like yours sees stronger win rates and better monetization.
- Support for real content creators. This is core to our belief in a digital ecosystem that’s #FundedByAdvertising, where quality journalism, entertainment, and niche content can thrive on the open internet.
- Built-in eligibility for platform-led curation. Our Activate and Connect tools prioritize supply with high integrity, ensuring that premium publishers are surfaced more often without extra lift.
If you’re a buyer:
- Full control over your media plan. Our Publisher/Domain/App Blocklist feature ensures your exclusion lists apply consistently across both Open Exchange and PMP, so your preferences are honored everywhere, automatically.
- Cleaner paths without manual overhead. With Jounce-powered directness controls, you can prioritize a premium supply path without having to manually build and manage massive blocklists.
- Your DSP, now aligned with your policies. With bSeat signals sent to DSPs, we proactively sync your platform-level blocklists upstream, one of the first SSPs to do so.
- A stronger foundation for smarter buying. Our upcoming IQ metadata and scoring capabilities later this year will allow you to enforce more stringent quality policies across deals and curate higher-performing inventory faster.
If you’re a data provider or curator:
- Cleaner impressions, more reliable signals. High-integrity supply helps reduce noise in modeling, attribution, and campaign analysis.
- Foundation for advanced measurement. Supply filtered by MFA, node count, and metadata quality creates ideal conditions for deterministic attribution and clean room integrations.
- Clean signals for clean rooms. The quality of your insights improves when you start with verified, fraud-free inventory.
- Stronger value to partners. When your data powers smarter decisions, you’re seen not just as a data vendor, but as a performance multiplier.
A Continuous Commitment to Quality
Being MFA-free marks a high point in our journey. Our commitment to inventory quality is ongoing, and you’ll see that reflected in new tools, tighter controls, and deeper transparency throughout the rest of 2025.
Because performance at scale demands supply you can trust, especially as AI accelerates every decision, every bid, every dollar.
And because a healthier digital economy, one that funds trusted content, real journalism, and open web innovation, only works when the supply powering it is clean, transparent, and accountable. That’s the future we believe should be #FundedByAdvertising.
Let’s talk! Want to see what MFA-free, AI-ready supply can do for your business?
Reach out to your PubMatic rep or contact us anytime.
