October 24, 2025
Blutui Says No Way to MFA
Blutui stands up for trust, integrity, and the future of advertising
Blutui is built for agencies and creators who give a damn about the quality of their work. Craft, creativity, and purpose sit at the core of what we do, which is precisely why Made-For-Advertising (MFA) sites have no place on our platform.
Let’s call MFA sites what they anctually are: cynical, low-value sites and pages engineered to game programmatic ad systems. They flood the web with junk inventory, siphon billions in ad spend into fraudulent networks, and make the entire industry look like amateurs. Allowing that on Blutui would compromise everything we stand for, damage the reputation of the agencies we serve, and erode trust across the ecosystem.
The scale of the problem is staggering. Approximately 13 billion dollars in annual ad spend in the US is estimated to be wasted on MFA websites. That figure represents around 15 percent of all US programmatic ad spend and 21 percent of ad impressions, according to a 2023 report by the Association of National Advertisers (ANA). Globally, MFA websites are estimated to receive around 12 to 13 percent of open programmatic display ad budgets. With total global programmatic ad spend exceeding 650 billion dollars in 2024, that means tens of billions of dollars are being channelled toward low-quality, ad-stuffed websites that deliver little to no value for brands. They compete with legitimate publishers, frustrate audiences and lower the bar for an industry that is already battling issues of trust and credibility.
MFA websites are built for ad revenue, not audience experience. They rely on clickbait headlines, ad-heavy pages, and controversial content to boost page views. The result is a flood of meaningless impressions and wasted brand investment, as these ads rarely drive meaningful engagement or outcomes.
At Blutui, we are drawing a line. Our zero-tolerance policy means any MFA site found or reported on our platform will be taken offline immediately. If you care about the health of your agency, your clients, and your reputation, you cannot afford to stay silent about ad fraud.
This stance is not theoretical. It ties directly to our involvement in the Advertising: Who Cares? movement, where we are a foundational partner driving accountability and positive change across the industry. Blutui CEO Graeme Blake recently attended the A:WC? Summit in London on October 16, alongside other leaders who believe the advertising industry should, and can, do better.
Graeme Blake, CEO of Blutui, says, “The industry deserves better. We built Blutui for the agencies and creators who still care about the work, who value integrity over slop, and who believe creativity, strategy and brand should never be compromised by blatant ad fraud.”
So here is the ask for agency leaders: stop tolerating the rot. The industry does not need more MFA click-traps. It needs better work, built on solid creative and transparent tech.
Because when we protect the craft, we protect the business.
