Observed Signal · Dec 11, 2023 · Technical Release · Source: Quo Vadis News · Impact: 2/5 · Sentiment: Neutral
Quo Vadis Green Shoot AdTech Interview #63
Rocky Moss, co-founder and CEO of DeepSee, discusses MFA (Made-for-Advertising) within the programmatic ecosystem. He describes MFA as a spectrum of behaviors that inflate ad spend and emphasizes the need for standardized MFA signals across platforms to improve blocking decisions. The interview covers DeepSee’s collaboration with Jounce on traffic-sourcing research and their work with the ANA to develop MFA indicators. It notes that DeepSee and Jounce commit to transparency by publishing flagging criteria to publishers on request. Moss asserts that MFA can have a larger impact on bidstream dynamics than fraud and highlights paid traffic as a key MFA signal linked to lower ROI. The piece also cites Mediavine and Raptive as examples of independent voices being elevated in adtech and stresses the industry-wide push toward higher-quality traffic, author credibility, and privacy-conscious measurement.
Industry discussion of MFA signals and adtech measurement; not tied to major platform releases or earnings.
Track DeepSee Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Rocky Moss is co-founder and CEO of DeepSee.
- DeepSee and Jounce co-researched traffic sourcing for one of Jounce's monthly research wrap-ups.
- ANA helped develop MFA signals; DeepSee and Jounce commit to publishing flagging criteria to publishers on request.
- MFA has a bigger bidstream impact than fraud.
- Mediavine and Raptive cited as elevating independent voices in adtech.
Connected Companies & Entities
4 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
How Raptive helped Heavy turn AI disruption into an independent growth engine
New case study published October 2, 2026, detailing how Raptive helped Heavy turn AI disruption into an independent growth engine.
Publishers Score Google's Ad Tech Remedies 5/10
Publishers and sell-side executives have given a mixed scorecard, averaging 5/10, to the remedies proposed in the DOJ's antitrust case against Google's ad tech dominance. They acknowledge progress in opening AdX to rival ad servers and banning first-look advantages, but express skepticism about practical impact and enforcement. The opening of AdX to non-Google ad servers received the highest average score (6/10), seen as a potential shift, though caveats remain about Google's own demand participation. Other remedies, like data portability and unbundling AdX/DFP, scored lower, seen as transparency or billing changes rather than true competitive resets. Concerns persist about the hollowed-out alternative ad server market and risks for publishers switching stacks. Executives like Amit Grover and Eric Hochberger highlight both potential benefits and caveats, noting that many practices Google already changed. The remedies are seen as steps forward but far from a complete win for publisher competition and revenue.
Google Antitrust Remedies: Practical Effects on Ad Ecosystem
Ari Paparo analyzes the practical implications of the Google antitrust remedies for publishers, ad exchanges, agencies, and advertisers. Publishers may gain the ability to switch ad servers more easily, as AdX will be required to bid into other ad servers and Prebid, and the removal of Unified Pricing Rules (UPR) will allow them to manipulate demand pricing in GAM. Ad exchanges could benefit from non-discriminatory access to Google Ads demand, though technical and operational hurdles remain. Agencies with supply-path optimization strategies may find new leverage, and the exclusion of DV360 from remedies could create bidding differences between Google's DSP and ad network. The article outlines potential opportunities and challenges across the digital media ecosystem.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.