MFA data feeds | Pixalate Docs

Pixalate defines made for advertising (MFA) as ad-enabled websites, CTV apps and mobile apps that are intentionally designed to generate arbitraged traffic. These properties generally have high ad density to maximize revenue, with little regard for user value.

The MFA data feeds list properties that Pixalate rates as medium or high MFA risk. There are three feeds, one per environment. Use them to keep MFA inventory out of your buying or supply.

The feeds

Feed	Folder	File name	Columns
Websites and domains	`domainmfa`	`domainMFARisk_YYYYMMDD`	`domain`, `risk`
Mobile apps	`mobileappsmfa`	`mobileappMFARisk_YYYYMMDD`	`store`, `appId`, `risk`
CTV apps	`ctvappsmfa`	`ctvappsMFARisk_YYYYMMDD`	`platform`, `appId`, `risk`

Risk levels

The risk column is medium or high. Low-risk properties aren’t in the feeds.

`risk`	What it means
`high`	The property consistently and persistently shows signals strongly associated with MFA activity. There’s little ambiguity in the pattern.
`medium`	The property shows mixed signals. Some MFA behaviors are present, but not with the consistency or strength needed for a high rating.

Pixalate recommends transacting only with properties rated low MFA risk. Treat both medium and high as disqualifying when sourcing inventory: the difference between them reflects how clear the signal is, not a difference in what you should do.

What the rating is based on

Environment	Signals
Websites and domains	Ad density, ad refresh rate, paid traffic rate (traffic from paid ad sources) and social traffic rate (traffic from social media).
Mobile apps and CTV apps	Ad refresh rate, the app’s age in its app store, IVT rate across regions, Pixalate’s popularity score for the app, and the number of reviews.

File format and cadence


Format	CSV
Update frequency	Daily
Available for download	8:00 AM PST

For access, delivery and polling, see Delivery and integration.

Schemas

Websites and domains

Column	Description
`domain`	The website domain.
`risk`	MFA risk: `medium` or `high`.

domain,risk
www.example.com,high
example2.com,medium

Mobile apps

Column	Description
`store`	The app’s store or operating system, for example `ios`.
`appId`	The app’s store identifier.
`risk`	MFA risk: `medium` or `high`.

store,appId,risk
ios,100000001,high
ios,100000002,medium

CTV apps

Column	Description
`platform`	The CTV platform or store, for example `roku`.
`appId`	The app’s identifier on that platform.
`risk`	MFA risk: `medium` or `high`.

platform,appId,risk
roku,100000001,high
roku,100000002,medium

The rows above use placeholder IDs.

Apply it pre-bid

Load each feed you subscribe to.
Match bid requests on the identifying columns: domain for websites, store + appId for mobile apps, platform + appId for CTV apps.
Block every listed property, both medium and high, in line with Pixalate’s recommendation above. If you choose to block only high, filter on the risk column.

Other ways to see MFA risk

Enrichment API: look up a single property’s MFA rating (low, medium or high) in the mfa widget. See the mobile app, CTV app and domain fields.
High Risk app lists: High Risk Mobile Apps 2.0 and High Risk CTV Apps 2.0 include an mfaApp risk type among their other risk types.

High Risk Domains: website block lists for fraud, malware, viewability, domain age and brand safety.
Supply path (SPO) feed: block risky nodes in the supply chain.
Delisted apps (DEFASE): apps removed from their app stores.

Questions? Email support@pixalate.com.