Incrementality Intelligence
AI-Powered Intelligence & Validation Layer for Performance Growth
MAFO provides the intelligence signals that help advertisers and publishers make better scaling decisions. By combining incrementality measurement, fraud intelligence, supply scoring, validation prediction, and long-term performance modeling, MAFO determines which traffic should scale, which should be optimized, and which should be blocked altogether.
Supply Quality Scoring
Fraud Prevention
Validation Prediction
Long-Term ROAS Protection
AI-Powered Performance Decisioning
Key facts
4B+
Audience
Users
190+
Reach
Countries
2.6M+
Inventory
Apps
10K+
Supply
Properties
What is MAFO
The Intelligence Layer Behind Better Performance Decisions
MAFO is an AI-powered intelligence and validation layer built for performance marketers, UA teams, and supply partners. Rather than buying media or monetizing inventory directly, MAFO continuously evaluates traffic quality, incrementality, fraud exposure, validation probability, and long-term value to determine where budget should be scaled, reduced, or suppressed.
Core capabilities
Incrementality Measurement
Supply Quality Intelligence
Fraud Detection & Prevention
Validation Prediction
Long-Term ROAS Modeling
Cross-Device Intelligence- AI-Powered Decisioning
MAFO Demand
Intelligence for User Acquisition & Growth Teams
Positioning
MAFO Demand helps performance marketers identify which traffic sources are generating incremental value and which sources are creating overlap, fraud, or low-quality conversions. The platform continuously evaluates acquisition signals before scale decisions are made.
Incrementality Intelligence
Identifies and suppresses paid-organic overlap, duplicate conversions, inventory recycling, and attribution cannibalization.
Identifies and suppresses:
Paid-organic overlap- Duplicate conversions
- Inventory recycling
- Attribution cannibalization
Supply Quality Scoring
Evaluates traffic sources based on conversion quality, retention performance, fraud exposure, and historical ROAS stability.
Evaluates traffic sources based on:
- Conversion quality
- Retention performance
- Fraud exposure
- Historical ROAS stability
Fraud Intelligence
Detects and suppresses SDK spoofing, emulator traffic, invalid impressions, and suspicious behavioral patterns.
Detects and suppresses:
- SDK spoofing
- Emulator traffic
- Invalid impressions
- Suspicious behavioral patterns
ECHO AI
Models long-term value signals including D14 / D30 ROAS, retention quality, and revenue realization patterns.
Models long-term value signals including:
- D14 / D30 ROAS
- Retention quality
- Revenue realization patterns
Validation Prediction
Predicts the likelihood that conversions will validate downstream.
Predicts:
- Downstream conversion validation
MAFO Supply
Intelligence for Supply Quality & Monetization Teams
Positioning
MAFO Supply helps publishers, traffic owners, and monetization teams understand the quality, validation probability, and long-term value of their traffic. By continuously evaluating supply performance, MAFO identifies which traffic should receive premium demand access and which sources require optimization.
Supply Quality Intelligence
Scores traffic based on:
- Validation rates
- Revenue consistency
- Retention performance
- Fraud exposure
Traffic Intelligence Dashboard
Provides visibility into:
- Traffic quality trends
- Validation performance
- Revenue metrics
- Supply health indicators
Publisher Rating Framework
Ranks traffic sources using:
- Conversion quality
- Validation consistency
- Fraud risk
- Revenue stability
Validation Prediction
Models the probability of advertiser approval using historical performance signals.
AI Decision System
Multiple AI Models. One Validation Layer.
Incrementality Engine
Measures true incremental contribution across acquisition channels.
ECHO AI
Models long-term ROAS and retention outcomes before scale decisions are made.
Supply Intelligence Engine
Evaluates traffic quality and identifies scalable inventory.
Fraud Intelligence Engine
Detects invalid activity before it impacts optimization.
Validation Prediction Engine
Forecasts approval likelihood and downstream quality.
Why MAFO
Traditional Optimization
Optimizes after spend- Attribution-focused
- Reactive fraud detection
- Volume-based scaling
- Short-term performance signals
- Limited validation visibility
MAFO Intelligence Layer
Evaluates before scale- Incrementality-focused
- Proactive fraud prevention
- Quality-based scaling
- Long-term ROAS protection
- Validation prediction & confidence scoring
Intelligence Built for Better Performance Decisions
MAFO helps growth teams and supply partners improve acquisition efficiency, traffic quality, validation outcomes, and long-term performance through AI-powered intelligence and decisioning.
