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# MFA data feeds

> Pixalate's three MFA data feeds (websites, mobile apps, CTV apps). Risk levels, the signals behind them, folder and file names, schemas and how to block MFA inventory pre-bid.

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](/data-feeds/delivery).

## Schemas

### Websites and domains

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

```csv
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`.                           |

```csv
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`.                  |

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

The rows above use placeholder IDs.

## Apply it pre-bid

1. Load each feed you subscribe to.
2. Match bid requests on the identifying columns: `domain` for websites, `store` + `appId` for mobile apps, `platform` + `appId` for CTV apps.
3. 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](/apis/enrichment-api-mobile-fields#mfa), [CTV app](/apis/enrichment-api-ctv-fields#mfa) and [domain](/apis/enrichment-api-domain-fields#mfa) fields.
* **High Risk app lists:** [High Risk Mobile Apps 2.0](/data-feeds/high-risk-mobile-apps) and [High Risk CTV Apps 2.0](/data-feeds/high-risk-ctv-apps) include an `mfaApp` risk type among their other risk types.

## Related feeds

* [High Risk Domains](/data-feeds/high-risk-domains): website block lists for fraud, malware, viewability, domain age and brand safety.
* [Supply path (SPO) feed](/data-feeds/spo): block risky nodes in the supply chain.
* [Delisted apps (DEFASE)](/data-feeds/defase): apps removed from their app stores.

Questions? Email [support@pixalate.com](mailto:support@pixalate.com).