Online Advertising Issue for Some Black-owned Businesses

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Considering our colleague Natalie’s recent post about what appears to be a successful Black-owned business’ online presence, several of our group’s posts about the proliferation of annoying ads (including reducing their carbon footprint), and declining referral traffic from social platforms, a recent DigiDay article: Some Black-owned publications push back on MFA reform amid declining traffic is particularly relevant to our discussion. At issue is an unfortunate twist in ad agencies’ impetus to support online advertising by Black-owned businesses that emerged amid the George Floyd murder and Black Lives Matter social reckonings. Because some of those businesses struggle to meet quotas in meeting the criteria for said support, they have paid for third-party ad vendors to help them. Now that there is a movement by some advertising trade organizations to label some organizations and businesses as MFAs (made-for-advertising) for some reform in that third-party/MFA realm, those businesses are suffering by being labeled as less-than-legitimate. DigiDay explains that another issue we have been discussing, the issue of “poorly designed, templated website designs” may also come into play with an organization or business being labeled an MFA (according to advertising trade organization spokespeople).
In their coverage of the issue, AdMonsters cites suggestions for better definition of the MFA system, through ranking or other clarification and other nuanced approaches, as a way for some businesses to avoid getting listed as MFA. It is a subject that could use more public attention, given the great impetus for recognizing and rectifying longstanding social inequalities that emerged post-pandemic lockdown and the social happenings within that time frame.

Comments

  1. Natalie StansburyNovember 7, 2023 at 5:26 PM

    Once again, an issue that isn't often discussed. Thanks for sharing. On another note - I got my Kobees chapstick today! Can't wait to see how it works!

    ReplyDelete
  2. Ellen DooleyNovember 7, 2023 at 9:03 PM

    Good that you got the package! Here's hoping it works. All this has made me wonder if Kobees needs to meet a quota and in any case, what the actual figures generally are. It's sad that the ad companies can't just keep them at reasonable levels if the businesses are having a hard time reaching them.

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