Check My Ads Report Highlights Google’s Dual Profits and MFA Site Ad Spend
· 3h ago · Originally reported by PPC Land
A new report from Check My Ads claims that Google benefits twice from publisher content, with only 1% of AI Overview visits resulting in clicks to publisher links. The report also states that made-for-advertising (MFA) sites accounted for 15% of 2023 ad spend, raising questions about the effectiveness of KYC measures on ad payouts.
Why it matters
This matters because it highlights ongoing concerns about how much value publishers receive from Google’s platforms and the scale of ad spend lost to low-quality MFA sites, which can undermine advertiser trust and publisher revenue.
Explain it like I’m new here
It's like Google showing you a summary of a book but hardly anyone clicks to read the real book, while lots of money goes to junky websites made just for ads.
Terms in this story
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Made-for-advertising (MFA) sites
Made-for-advertising (MFA) sites are websites built mainly to generate ad revenue, typically with thin content, heavy ad density, fast refreshing ads and traffic bought through arbitrage.
MFA
MFA is the common abbreviation for made-for-advertising: websites or apps designed primarily to harvest ad revenue from purchased traffic, rather than to serve an audience with genuine content.
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