Jounce Media Designates Yahoo Backstage as the Open Web's Largest MFA-Free Supply Source


Yahoo Advertising today (September 20th, 2023) announced the results of its independent audit on Yahoo Backstage by Jounce Media, a leading source for consistent definitions of inventory quality standards. With the audit, Jounce Media has recognised the direct-to-publisher offering as the "largest Made for Advertising (MFA) -free supply source on the open Web."

Research from the ANA recently revealed that "Made for Advertising" (MFA) websites drive nearly one-quarter (21%) of all programmatic ad impressions while securing 15% of all total ad spend.

With this in mind, Yahoo Advertising tapped Jounce Media to audit Yahoo Backstage, its demand-side platform (DSP) -direct path to curated, premium publisher inventory. In addition to Yahoo-owned and operated properties, like Yahoo Sports and Yahoo Finance, over 100 leading publishers are featured on Yahoo Backstage through the Yahoo DSP. Yahoo Backstage supports transparency, control, and supply-path optimisation (SPO) while maximising media spend and ROI for brands.

“Our audit of the Yahoo Backstage internal delivery data confirms Yahoo's commitment to curating the very best of the open Web,” said Chris Kane, founder of Jounce Media. “We found exactly zero MFA inventory and observed DSP-direct access to nearly every premium publisher. There is no other supply source that offers buyers comparable scale of premium web supply with no exposure to MFA inventory.”

"We're focused on supporting the industry's dynamic needs, offering trusted paths to premium supply," stated Elizabeth Herbst-Brady, chief revenue officer, Yahoo. "This recognition not only underscores our commitment but also our drive to innovate and foster more transparency and better outcomes in the ad industry."

Available exclusively through the Yahoo DSP, Yahoo Backstage amplifies advertiser and publisher reach and drives optimal outcomes. For more information, please visit here.


Yahoo serves as a trusted guide for hundreds of millions of people globally, helping them achieve their goals online through our portfolio of iconic products. For advertisers, Yahoo Advertising offers omnichannel solutions and powerful data to engage...
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