The inventory change that drove a 3x lift in conversions
A transportation company looking to improve ticket sales conversions uncovered a hidden performance issue: nearly 13% of campaign impressions were running on MFA inventory. After activating Peer39’s MFA exclusion strategy, the advertiser improved traffic quality and increased conversion performance 3x without disrupting campaign pacing or scale.
Better inventory quality. Stronger conversion performance.
3X
About the advertiser
A transportation company launched a campaign focused on increasing ticket sales conversions while improving traffic quality and campaign efficiency.
The challenge
Early campaign performance revealed a hidden issue common across open web environments: a meaningful portion of impressions were serving on Made for Advertising (MFA) inventory.
Using Peer39 Analytics, the campaign identified that nearly 13% of impressions were running on MFA sites during the initial flight. While impressions and delivery appeared healthy in reporting, the quality of traffic and conversion performance suggested inventory inefficiencies were limiting campaign outcomes.
The challenge was not simply reducing spend on low-quality inventory. The goal was to improve conversion efficiency without disrupting pacing, campaign structure, or overall scale.
The solution
Peer39 recommended activating its Made for Advertising Fraud Pages category exclusion to filter MFA inventory from the campaign before additional budget was allocated toward low-quality environments.
The exclusion was implemented during the second phase of the campaign without changing existing targeting settings, pacing controls, or optimization strategies.
Rather than relying solely on post-campaign analysis, the campaign applied inventory quality controls directly within activation to improve the overall quality of environments where ads appeared.
The results
Conversion rate tripled after MFA exclusions were implemented
Following the activation of Peer39’s MFA exclusion strategy:
- Conversion rate increased 3x
- Traffic quality improved significantly
- Campaign ROI increased without impacting pacing or delivery
The improvement was driven by reducing exposure to inventory environments designed primarily to generate impressions rather than meaningful user attention.
The client ultimately expanded the MFA exclusion strategy across additional display campaigns after seeing the performance impact firsthand.
