IAS Viewability Vendor FAQs

IAS Pre-Bid Viewability Data

Integral Ad Science (IAS) 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 IAS:

FAQs

Zeta has integrated the following Integral Ad Science pre-bid targeting segments:

  • Brand Safety

    • Adult Content

    • Hate Speech

    • Illegal downloads

    • Illegal drugs

    • Offensive language

    • Violence

  • Suspicious activity (Fraud protection)

  • Viewability

See the Traffic Quality Targeting article for additional information

Question

Answer

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

The IAS 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 IAS pre-bid targeting?

No. A Viewability goal is no longer needed when an IAS 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?

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 IAS pre-bid Video segments, the viewability of Video campaigns may be lower than the desired viewability. 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 IAS report.

Will IAS 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 IAS pre-bid viewability feature work on mobile video?

IAS 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 IAS 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, IAS pre-bid viewability segments may not be able to optimize viewability for the campaigns running in conjunction with other viewability vendors.

Do we integrate with IAS's "Bid Expert" and "Bod Identifier" offerings?

IAS has undergone a brand overhaul. As part of the overhaul, they have retired many of their specific product names and moved to more prescriptive titles for parts of their product suite. Bid Expert was previously the name of their pre-bid offering including Brand Safety and Suspicious activity filters. Bot Identifier is no longer available as a stand-alone solution but has become a part of suspicious activity filters. Bot Identifier will be enabled automatically if a high or high and moderate risk level of suspicious activity is enabled.

Can I enable IAS pre-bid feature if my campaign users 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 IAS in order to use the IAS pre-bid feature?

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

Will enabling IAS pre-bid feature affect my campaign's performance KPI?

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

Should I enable IAS 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 IAS 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 IAS measure Brand Safety?

IAS 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.

IAS protects brands against several key content categories of risk: Adult Content, Alcohol, Hate Speech, Illegal Downloads, Illegal Drugs, Offensive Language, and Violence. 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 IAS measure ad fraud?

How does IAS measure Ad fraud?
IAS uses two forms of fraud detection.

The first is session-based signals, also known as side-channel analysis. IAS 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 IAS can tell it's actually running an old version of Internet Explorer, IAS can assume it is not a typical user.

The second methodology is big data historical analysis. IAS sees billions of impressions every day. This scale allows IAS to conduct big data analysis with confidence and accuracy. For example, IAS 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.