Traffic Quality Targeting

Overview

Many campaigns use the Traffic Quality Targeting to ensure their content is displayed in just the few available milliseconds appropriately. The Traffic Quality Targeting feature allows you to use Peer39, Integral Ad Science (IAS), and Double Verify data to:

  • Avoid displaying ads alongside certain undesirable categories of content.

  • Use IAS data to avoid bidding on suspicious pages where IAS suspects that a bot, not a person, is viewing the page.

  • Exclude unrateable inventory by preventing your ads from appearing on sites/pages whose status is not rated by IAS. Note: this can have a large effect on your available inventory.

  • Target ads to segments that have a high likelihood of appearing in full on the page (IAS Only).

  • Gather inventory data using Traffic Quality Targeting exclusions on the Forecaster.

Standard Brand Safety Profile

The standard brand safety profile includes the following types of content, which we may block based on inventory quality concerns: Ad clutter, adult content, criminal skills, cyberbullying, aviation disasters, terrorist events, extreme, file sharing, fraudulent activity, hate speech, illegal downloads, malware, nudity/partial nudity, parking page, phishing, pornography, profanity, spam, substance abuse, UGC - images, and violence.

Use Traffic Quality targeting to see additional Peer39 content categories that may be blocked. Integral Ad Science (IAS) pre-bid solution may also be selected to optimize campaigns.

Inventory Types and Brand Safety Support

Both Peer39 and IAS support limited inventory types. The following table shows which inventory type each brand safety vendor supports. 

Vendor

Display

Video

Mobile App

Mobile Web

Peer39

Yes

Yes

No

Yes

Integral Ad Science

Yes

Yes

No

Yes

Getting Started

Select Traffic Quality from the Pre-Bid Targeting pop-up in the DSP.

Applying Brand Safety targeting on the campaign-level will include all line-items within the campaign. To adjust Brand Safety for a line-item, remove the Brand Safety restrictions applied at the campaign-level and re-apply them to each line-item individually.

Peer39

Suspicious Activity Detection

Enable Peer39's suspicious activity detection on this screen. The Zeta DSP enables you to exclude Fraud, Bot Site Non-Human Traffic, and Zero Ads sites.

Brand Safety Exclusions

On the Peer 39 Brand Safety screen, select the categories to exclude and then click Save & Close. The AI does not bid on any Ad placement opportunities that feature excluded categories. If you need to delete all existing Brand Safety targeting, click Remove.

Category

Description

Accidents

Related to vehicle, physical, work, and leisure accidents, including incidents that affect persons, property, or nature.

Alcohol

Negative aspects of alcohol use, drinking-related diseases, driving under the influence, alcohol-associated violence, birth defects, etc.

All Audience

Content that is safe for all audiences, i.e. is safe from all negative content.

Controversial Speech

This category excludes content about potentially controversial subjects. This includes taboo topics such as sex and death, as well as fringe behaviors and the paranormal.

Crime

Category excludes content about crime and/or wrongdoing against humans, property or companies. This includes content about committing a crime or an attempt to commit a crime.

Death

Category excludes content relating to death or suicide. Content about people (or groups of people) who have died or who are dying. It also includes funerals, wakes, memorials, philosophy about death, discussions about death, preparations for death, and life after death.

Disasters

Category excludes content about naturally occurring disasters and/or forces of nature that cause damage and/or pain, usually involving casualties.

Drugs

Narcotics, including drug culture, drug-related arrests, drug effects on people, drug rehabilitation, and stories about people taking drugs, including addiction to painkillers.

Everyone over 12

Content that excludes mature topics and profane language. It also excludes illegal torrent pages.

Gambling

Gambling, betting casinos, on-line gaming, and gambling-related news.

Hate Speech

Category excludes pages that contain excessive or inappropriate use of profane language, cursing, swearing, and hate speech of any kind.

Kids Content

Category excludes content geared towards kids, from infants to teenagers. Examples include, but are not limited to, children's toys and games, animated movies/comics, nursery rhymes, and Disney Channel celebrities.

Mature

Related to sex, including sexually explicit material designed to produce arousal, including the content of the following types, and related:

  • Representations of sexual acts, exposed body parts, sexual coercion, illegal sexual acts

  • Medical issues and tips for improving one's sex life, as in magazines targeting women

  • Pornography (including "soft pornography") and cheap entertainment for men

  • Sex-related crimes, including pedophilia

  • Nudity and semi-nudity, e.g. men or women or who are topless, in bikinis or lingerie

  • Sex tips

  • Sex education

  • Sex in medicine and sexual diseases

  • Inappropriate or provocative content of a mature nature such as wardrobe malfunctions, nipple slips, "censored" provocative pictures, sex tapes and related

Negative Airline Industry

Category includes content that is free of any negative news about the airline industry, such as plane crashes, bad service, food or seating arrangements, any stories about people acting out on a plane, airline-related labor issues, plane technical problems, etc. The category also avoids any content that relates to accidents (in a more general context), disasters, 9-11, and terrorism.

Negative Auto Industry

This category includes content that is free from negative news related to the automotive industry that reflects negatively on automobiles, the automotive industry, the experience of driving an automobile, or any negative impacts automobiles may have on the environment or society. This includes content on model recalls, auto accidents, car malfunctions and defects, drunk driving, road rage, auto pollution, unsafe cars, closing factories, auto industry crises, bailouts, dips in sales, car breakdowns, poor quarterly financial performance, layoffs, conflicts with labor, controversial regulatory or legislative issues, commuting hassles, and high gas prices.

Negative Clothing Industry Content

This category includes content that is free from negative news related to the consumer goods clothing industry that reflects negatively on the industry, or any negative impacts the industry and clothing products may have on the environment or society. This includes content on clothing product recalls, bans and boycotts, environmentally unfriendly clothing goods, poor production facility conditions and sweatshops, child labor, hazardous products, poor quarterly financial performance, conflicts with labor, controversial regulatory or legislative issues, product marketing scandals, animal testing, Product Safety Commission investigations, fashion industry scandals, associations with models and eating disorders, the fight against counterfeit items, and more.

Negative News

Crime, accidents, death, police, military, disasters, terror, war.

Negative Travel Industry

This category includes content that is free from negative news related to the travel industry, including negative airline content (e.g. plane crashes, lost luggage), negative cruise content (e.g. cruise ships sinking or losing power, bad reviews), negative content about tourists and things that happen to them (e.g. tourist traps, sex and drug tourism, negative impacts of tourist), and negative content related to accommodations, tours, car rentals, and high travel prices (e.g. bedbugs in hotels, bad tour guides), and more.

Safe for PMP

This category was built specifically to provide safety on private marketplaces. It protects against definitive negative pages (i.e. content that is related to alcohol, drugs, firearms, gambling, mature themes, negative news, tobacco, and torrent/streaming sites) with the assumption that unknown inventory is minimal on a private marketplace.

Tobacco

Tobacco, the tobacco industry and tobacco's negative impact.

Weapons

Firearms, ammunition, shooting, gun laws, the National Rifle Association, etc.

Torrent

File sharing sites and pages where users illegally share and download music, movies or television programs.

War & Terror

Category excludes content about terrorism, terrorists, terror attacks and war. This includes any attempts of terror attacks or searches to find terrorism, or interaction with a terrorist regime or place. Also includes content about wars and conflicts such as the Civil War, World War I, World War II, Cold War, Korean War, Vietnam War, War in Afghanistan, and Iraq War. Content about mass killing is included as well.

Integral Ad Science

IAS Traffic Quality restrictions only apply to Desktop and Mobile Web at this time. Please DO NOT apply IAS Traffic Restrictions to Mobile App.

Data Flow Process

When you activate IAS exclusions, the following sequence occurs:

  1. The platform submits the choices you make here to IAS.

  2. Before the AI bids to place your ad it checks with IAS for approval.

  3. If IAS approves the context, the AI sends the ad to the exchange which sends it to the site for display. The advertiser is charged for the ad plus a data cost.

  4. If IAS does not approve the ad, the AI does not bid and does not charge for the ad or a data cost.

  5. You may contract with IAS to have them send you a periodic report detailing the above activity.

Data Costs

When you activate any IAS exclusions, the campaign incurs additional data costs according to the following schedule. This data is valid as of May 2017. If you have any questions, please contact your Account Manager for details. 

Channel Type

Suspicious Activity Detection

Brand Safety

Viewability Rate

Display

$0.05 CPM

$0.05 CPM

$0.12 CPM

Mobile Web

$0.05 CPM

$0.05 CPM

$0.12 CPM

Video

$0.10 CPM

$0.10 CPM

$0.20 CPM

Mobile In-App

Capability Not Available

Capability Not Available

Capability Not Available

As of April 15, 2020, Peer39 and IAS will apply a NY State tax on top of the CPM cost.

Risk Levels

IAS defines two levels of risk:

Risk Level

Description

Moderate and High Risk

Moderate content, typically acceptable for brands. However, caution needs to be given to the subjective nature of the content. For example, alcohol, tobacco, or partial nudity, such as swimsuits. Click Moderate and High Risk to keep your ads away from both high and moderate risk situations.

High Risk

Graphic content, typically moderately offensive but not illegal. High probability that this is offensive for leading brands/advertisers. Click High Risk to prevent your ads from appearing in high-risk contexts.

None

If you do not need to avoid a specific context, click None.

Suspicious Activity Detection

When the AI receives a bid request, in addition to making its own verification, you can ask IAS to calculate the risk that the ad is not being shown to a human but software, and if so, notify the AI to avoid bidding. This identification can be difficult to determine in just a few available milliseconds, and a wrong decision could mean losing an opportunity to market to an actual, viable prospect. The AI takes extensive measures to avoid bidding in cases that are likely to be bots.

Exclude Unrateable Inventory

Because the internet is ever-changing and growing, tracking and identifying all sites is a very challenging task. As a consequence, there is always a subset of sites/pages that IAS has not yet been able to rate; their status is unknown. Although it is likely that most of these sites are perfectly innocuous, it is always possible that one or more of them pose a Brand Safety problem.
Check the Exclude Unrateable Inventory box to prevent your ads from appearing on sites/pages whose status is not rated.

Although excluding unrelatable inventory helps to ensure your ad does not appear in an unfavorable context, it also reduces the supply of ad opportunities and tends to increase cost.

Exclude IAS Brand Safety Categories

Category

Description

Adult Content

Sites potentially containing nudity, sex, use of sexual language, sexual references, sexual images, and/or sexual themes.

Alcohol

Sites that contain information relating to alcohol, recipes for mixing drinks, and reviews and locations for bars and pubs.

Hate Speech

Sites that advocate hostility or aggression toward individuals or groups on the basis of race, religion, gender, nationality, ethnic origin, or other involuntary characteristics; sites that denigrate others on the basis of those characteristics or justifies inequality on the basis of those characteristics; sites that purport to use scientific or other commonly accredited methods to justify said aggression, hostility, or denigration.

Illegal Downloads

Sites that promote or provide the means to practice illegal or unauthorized acts of computer crime using technology or computer programming skills.

Illegal Drugs

Sites that provide instruction for or information about illegal drugs: how to obtain, how to manufacture, how to use. Information about evading or circumventing the law including drug and alcohol testing sabotage, drug smuggling, trafficking, selling, or buying.

Offensive Language

Sites that contain swear words, profanity, hard language, inappropriate phrases, and/or expressions

Violence

Sites that contain violent material including but not limited to crime, weapons, fighting, terrorism, and niche violent acts such as cannibalism.

Exclude by Viewability Segment

Ad viewability is difficult to measure because an ad may be positioned off of the visible portion of the screen, obscured by another window, etc. This feature allows you to use IAS's data to exclude ads below a threshold percentage of ad impressions that were actually viewable by the person when the ad was served.

DoubleVerify Pre-Bid Exclusions

Enable DoubleVerify Fraud and Invalid Traffic Exclusions

Enable Fraud and Invalid Traffic Exclusion to block your campaign from serving ads on any sites designated as fraudulent by DoubleVerify.

Enable DoubleVerify Brand Safety Exclusions

DoubleVerify allows you to exclude pages with content of various severity.

  1. Select the High Severity Content checkbox to exclude all content that DoubleVerify has identified as High Severity. This includes 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, and piracy/copyright infringement.

  2. Select the Medium Severity Content checkbox to exclude all content that DoubleVerify has identified as Medium Severity. This includes all pages with the following: Ad Server; adult content: swimsuit; controversial subjects: alternative lifestyles, celebrity gossip, gambling, occult, or sex education; disasters: aviation, man-made, natural, terrorist events, vehicle; drugs, alcohol, controlled substances, smoking, negative news: financial or pharmaceutical; non-standard content: non-English, parking page, unmoderated user-generated content, or inflammatory politics.

If you intend to exclude Medium Severity Content, you likely want to also exclude High Severity content. Ensure you select both checkboxes.

Enable Exclusions by DoubleVerify Viewability Rate

Ad Viewability is difficult to measure because an Ad may be positioned off of the visible portion of the screen, obscured by another window, etc. This feature allows you to use DoubleVerify's data to exclude ads below a threshold percentage of ad impressions that were actually viewable by the person when the ad was served. Select the minimum Viewability threshold you will allow for your campaign.