• by Ray Schultz , March 3, 2025

The Brand Safety Institute (BSI) has launched a Made-for-Advertising (MFA) Transparency Utility for Publishers in partnership with Ad Fontes Media, DeepSee, Integral Ad Science (IAS), Jounce Media, and Pixalate.

The no-cost utility can help ad-supported publishers understand how companies that supply MFA block lists evaluate their domains.

This effort by the buy side of the industry to identify Made-for-Advertising sites is a vote of confidence in premium content, the participants state. 

"This partnership represents a significant step toward reducing information asymmetry in the digital advertising ecosystem," said Neal Thurman, CEO and co-founder of BSI. "The commitment of the partners participating in this initiative represents a win for publishers who want to better understand and make investments based on what ad buyers value."

"It is essential that the industry foster an ecosystem that is equitable for publishers, advertisers and agencies alike, and provide equal access to tools that help them understand how inventory is evaluated,” adds Kevin Freemore, senior vice president of media, technology and data at the 4As. “The BSI initiative is a valuable step forward, enabling publishers to gain valuable insights, ultimately enhancing content quality for consumers and creating stronger advertising opportunities for marketers."