Inclusion Lists Reduce Buyer Exposure to MFA Before Impressions are Served

MFA websites outpace blocklists, leaving advertisers buying impressions on sites that vanish just as fast. 

Jounce Media calls these “fleeting websites,” and they work like this:

When an MFA site is flagged and blocked, a near-identical version often reappears under a new domain with the content and monetization strategy remaining the same, but the domain is new, with no history and no presence on blocklists nor audit tools.

By the time that new domain is identified, spend has already occurred, and impressions have already been delivered. Jounce reports that in Q4 2025, newly launched websites accounted for roughly 2% of total web bid requests, representing a meaningful volume of impressions across the open web.

Here at Nexxen, rather than relying on blocklists, we use inclusion lists to control how supply enters our SSP, so inventory is reviewed and scrutinized before impressions ever reach buyers.  It is an approach that provides a more meaningful solution to decreasing advertiser exposure to MFA and combats fleeting websites head on.

This methodology means that onboarding supply takes a little longer, but the payoff is well worth the wait.

In fact, Jounce’s Chris Kane points out, “inclusion lists are a highly resilient solution for protecting buyers from fleeting MFA websites, and Nexxen’s long-standing adoption of a platform-wide inclusion lists demonstrates their commitment to marketplace quality. The broader industry would benefit from following Nexxen’s lead.”

Using an inclusion list has made our supply as MFA-proof as possible. And, even when put on our inclusion list, our approved supply is not treated as static. Our lists are re-evaluated on a recurring basis, by a team of experts who work daily on platform health and safety and compliance to ensure that we are doing the best possible job of providing high-quality supply in our SSP.

We combine internal review with third-party quality signals from partners such as Jounce, DeepSee and DoubleVerify.

This overall approach helps ensure that Nexxen’s approved inventory continues to meet quality standards over time and that advertisers can rely on Nexxen supply to reach the audiences they need to reach.