Everyone fears MFA sites. The recommendation widget is how they get you.

Everyone fears MFA sites. The recommendation widget is how they get you.

Made-for-advertising sites — endless slideshows, 14-page listicles, ad density past 50% — survive almost entirely on traffic bought through native recommendation widgets. That's their acquisition channel.

So when you buy native traffic, you're frequently funding the arbitrageur who buys cheap clicks elsewhere and sells the resulting pageview's ad slots, MFA-style. You're a customer of the same supply that the ANA's MFA report flagged as eating ~15% of programmatic spend.

Check your sell-side and buy-side honestly: are your landing experiences the slideshow, or are you the brand whose budget feeds it? In native, both happen on the same network.