Azma Gohar
Senior Director, Data Partnerships focused on exchange quality and compliance
Toronto, Ontario, Canada
Summary
Leader in exchange quality and compliance who builds and oversees policies and operational programs to protect advertisers and publishers from ad fraud, malware, and low-quality inventory. indexexchange+1
Public advocate and educator on eliminating made-for-advertising (MFA) sites, authoring guidance for industry and marketers on transparency tools (sellers.json, SupplyChain, ads.txt) and allow-list strategies. indexexchange+1
Active participant in industry standards and working groups, collaborating with organizations like IAB Tech Lab and TAG to advance supply-chain transparency and ad quality initiatives. iabtechlab+1
Professional background blending operational process improvement experience with product and compliance expertise, supported by a Product Management certificate from BrainStation. indexexchange+1
Work
Education
Writing
Eliminating MFA Sites: How Marketers Can Protect Campaigns and Ensure Quality Ad Placements
July 1, 2024Provides practical guidance for marketers to avoid MFA inventory, including vetting publishers, using sellers.json and SupplyChain transparency tools, developing allow lists, and re-evaluating KPIs.
What Are MFA Sites and How Do They Affect the Media Landscape?
June 1, 2024Explains characteristics and harms of MFA sites, why they persist, and recommended industry steps (block originating sellers, move to allow lists) to eliminate made-for-advertising inventory.
Taking a Stand: Eliminating MFA Sites and Fostering Quality Journalism
May 1, 2024Explains Index Exchange's policy to prohibit made-for-advertising (MFA) sites, outlines audit processes and appeals, and argues for industry collaboration to uphold programmatic ecosystem integrity.