Yahoo Backstage recognised as the open web's largest MFA-free supply source

Jounce Media has recognised Yahoo Backstage as the "largest MFA-free supply source on the open Web."

The recognition follows the results of Jounce Media's independent audit on the direct-to-publisher.

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.

Yahoo Advertising tapped Jounce Media to audit Yahoo Backstage, its 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 optimization (SPO), while maximising media spend and ROI for brands.

Chris Kane, founder of Jounce Media, said: "Our audit of the Yahoo Backstage internal delivery data confirms Yahoo's commitment to curating the very best of the open Web. 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 a comparable scale of premium web supply with no exposure to MFA inventory."

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

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 with our brands and deliver results.

See also: Samsung Ads Behind The Screens: Advice from Yahoo’s Elizabeth Herbst-Brady