DV Viewability Vendor FAQs

DV Pre-Bid Viewability Data

DoubleVerify (DV) is a global technology and data company that builds verification, optimization, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device.

The following FAQs detail our integration with DV:

FAQs

Question

Answer

Which DV Solutions are integrated with Zeta DSP?

Zeta has integrated the following DoubleVerify (DV) pre-bid targeting segments:

Fraud and IVT exclusion

Brand Safety

  • Ad Server

  • Adult Content: Swimsuit

  • Controversial Subjects: Alternative Lifestyles

  • Controversial Subjects: Celebrity Gossip

  • Controversial Subjects: Gambling

  • Controversial Subjects: Occult

  • Controversial Subjects: Sex Education

  • Disaster: Aviation

  • Disaster: Man-Made

  • Disaster: Natural

  • Disaster: Terrorist Events

  • Disaster: Vehicle

  • Drugs/Alcohol/Controlled Substances: Alcohol

  • Drugs/Alcohol/Controlled Substances: Smoking

  • Negative News: Financial

  • Non-Standard Content: Non-English

  • Non-Standard Content: Parking Page

  • Unmoderated UGC: Forums, Images & Video

  • Negative News: Pharmaceutical

  • Controversial Subjects: Inflammatory Politics & News

  • High Severity Content

  • Adult Content: Pornography, Mature Topics & Nudity

  • Drugs/Alcohol/Controlled Substances: Substance Abuse

  • Extreme Graphic/Explicit Violence/Weapons

  • Hate Speech/Profanity

  • Illegal Activities: Criminal Skills

  • Incentivized/Malware/Clutter

  • Piracy/Copyright Infringement

  • Suspicious activity (Fraud protection)

Viewability

  • >= 30%, 40%, 50%, 60%, 70%+

See the Traffic Quality Targeting article

Is there a cost associated with the DV pre-bid filters?

The DV pre-bid feature does come with a CPM cost for self-serve clients. Please ask your Account Manager for the rate card.

Should I set a viewability goal in tandem with DV pre-bid Targeting?

No. A Viewability goal is no longer needed when an DV pre-bid targeting set up on Traffic Quality Targeting. You should always choose only one viewability optimization method.

Is the DV pre-bid viewability feature (Targeting) better than the model-based viewability model?

It depends. The Zeta DSP offers two viewability optimizations to meet your campaign needs.

IAS or DV pre-bid viewability feature (Traffic Quality Targeting) is the preferred solution if:

  • Video campaigns with a video completion goal

  • Campaign has a high viewability goal (over 80%)

  • The campaign uses IAS or DV as the measurement vendor.

The model-based viewability optimization is recommended if:

  • The campaign has a CPA goal in addition to viewability and/or CPA goal is primary goal

  • Other viewability vendors are used to measure viewability.

The Viewability of my Video campaign is still lower than expected. What should I do?

Due to the limitations of DV pre-bid Video segments, the post-bid viewability measurement of campaigns may be lower than the desired viewability even when measured with the same associated vendor. Here are a few troubleshooting steps you can try before escalating to your Zeta Programmatic Support team.

  1. Exclude mobile channels. See Delivery Channel Targeting.

  2. Add player size restriction. (Only target player size that is greater 400x300.) See Video Targeting.

  3. Blacklist low viewability sites from the DV report.

Will DV pre-bid viewability feature affect my campaign performance?

Generally for pre-bid integrations, only a fraction of the inventory is considered highly viewability that has been verified. Thus, enabling DV pre-bid viewability feature may reduce the campaign avails significantly. W have also observed noticeable CPA and CPM spike campaigns enabling pre-bid viewability features. Make sure to use the Forecaster.

Does DV offer viewability feature work on mobile video?

DV does offer viewability segments designed for mobile app inventory but these are not available on the DSP at this time but is on the product roadmap.

Can I enable DV pre-bid viewability segments if my campaign uses other viewability vendors?

From an operational standpoint, you can use any pre-bid viewability segments on any of your campaigns. However, due to the different viewability measurement technology approaches, DV pre-bid viewability segments may not be able to optimize viewability for the campaigns running in conjunction with other viewability vendors.

Can I enable DV pre-bid feature if my campaign uses other inventory quality vendors?

From an operational standpoint, you can use any pre-bid feature (Traffic Quality Targeting) on any of your campaigns. However, due to the different fraud detection technology approaches, a specific vendor's pre-bid segments may not reduce block rate for the campaigns' partner with other inventory quality vendors.

Do I need to wrap the tags with DV in order to use the DV pre-bid feature?

No. Tag wrapping is not required to use the DV pre-bid feature. However, it is required if the customer wants measurement from DV.

Will enabling DV pre-bid feature affect my campaigns' performance KPI?

It depends. The DV pre-bid feature does filter out a significant amount of inventory. Your campaign may not be able to reach all possible converters, so the performance may decrease

Should I enable DV pre-bid feature by default?

No. Zeta maintains strict standards for overall brand safety and fraud protection and rejects roughly 20 percent of impression opportunities as soon as they are sent by the exchanges. Zeta's in-house Brand Safety and Inventory Quality solutions already offer great protection for your campaigns. The DV pre-bid feature is a custom filter that is available for clients to further protect their campaigns

Does Zeta provide any reporting regarding pre-bid cost?

Yes, the pre-bid cost is logged in the Data Cost column in the Report Builder.

How does DV measure Brand Safety?

DV measures brand safety at the page level, ensuring that brands can avoid inappropriate adjacencies on any content on the page. This page analysis is performed across multiple variables, including the URL, semantics¹ , images, and inbound/outbound links.

DV protects brands against a variety of potentially undesirable content categories. Each category is customizable for advertisers. In addition to the above categories, additional protection is possible with keyword blocking, geo-compliance, and custom site lists.

¹Semantics is defined by language or phrases used in the content. 

How does DV measure ad fraud?

DV uses two forms of fraud detection.

  1. The first is session-based signals, also known as side-channel analysis. DV looks at multiple real-time pieces of information about users, such as their browser type, hardware utilization, and location, and look for patterns or discrepancies to detect fraud. For example, if a user claims to be using a Chrome browser but DV can tell it's actually running an old version of Internet Explorer, DV can assume it is not a typical user.

  2. The second methodology is big data historical analysis. DV sees billions of impressions every day. This scale allows DV to conduct big data analysis with confidence and accuracy. For example, DV can detect temporal patterns indicative of bot activity, or highly coordinated browsing activity typical of a botnet. When large numbers of users visit the same 10 pages in the same order and spend the same amount of time on each page, they're probably collecting cookies and generating impressions, not buying products