Equativ, the leading independent media platform, announced at the Jounce SPO Summit in NYC that it has blocked all made-for-advertising (MFA) inventory across its global exchange, including both Equativ and Sharethrough platforms. The move is one facet of the company’s broader aims to not only improve inventory but prioritise sustainability as well.

This decision, along with the recent expansion of Green PMPs™ announced at the Green Media Summit, align with the company’s broader environmental strategy to reduce the carbon footprint of programmatic advertising while simultaneously promoting responsible media buying at scale.

“We believe in building a more transparent, efficient, and sustainable ecosystem,” said Curt Larson, chief innovation officer. “Banning MFA sites across our exchange is about more than buyer media quality—it’s also about funnelling media dollars to publishers creating valuable content.”

MFA sites, often designed to maximise ad revenue with minimal content value, have accounted for up to 30% of open web ad auctions at their peak, and can represent over 15% of an advertiser’s spend if not properly blocked. The Association of National Advertisers (ANA) recently reported a drop in MFA-related ad spend from 15% in 2023 to 6.2% in 2024, signalling progress but underscoring the need for continued vigilance and action. By removing them automatically from its full exchange, Equativ aims to reduce waste, improve performance, and deliver more value to advertisers and publishers alike. 

The company is leveraging Jounce Media data to identify MFA sites and has built filters to remove them across both open exchange and deal spend. In addition to providing a quality ad ecosystem for advertisers, this initiative from Equativ also aims to put pressure on these websites to improve their user and advertiser experience.

This initiative is part of Equativ’s ongoing commitment to prioritise “green media” solutions, which include carbon measurement partnerships, supply path optimisation, and clean and premium inventory, and further builds upon Sharethrough’s pioneering efforts to lower carbon emissions from ad campaigns and remove MFAs from ad deals. 

Equativ

Equativ is the new single name for Smart Adserver, DynAdmic, and LiquidM — three proven innovators in advertising technology. The vertically integrated company provides brand and privacy-safe solutions that empower its clients to achieve maximum im...

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