All Collections
Supported Dimensions & Metrics
What Data Can I Get From Integral Ad Science (IAS)?
What Data Can I Get From Integral Ad Science (IAS)?

Dimensions and metrics for Integral Ad Science (IAS).

Funnel Support avatar
Written by Funnel Support
Updated over a week ago

Dimensions

All Integral Ad Science reports support all of the following dimensions.

  • Ad Server Placement Id

  • Advertiser Id

  • Advertiser Name

  • Campaign

  • Campaign Id

  • DSP Campaign ID

  • DSP Campaign Name

  • DSP ID

  • DSP Name

  • DSP Placement (Line Item) ID

  • DSP Placement (Line Item) Name

  • DSP Publisher ID

  • DSP Publisher Name

  • Date

  • Device

  • Environment

  • Format

  • IAS Placement Id

  • Media partner

  • Media partner Id

  • Placement

  • Team Id

  • Team Name

Metrics

Each Integral Ad Science report has it's own set of supported metrics, divided into groups.

Performance Report

The Performance Report report has metrics in the following groups:

Brand Safety

  • Blocked Ads

    Number of ads blocked for brand safety reasons. This number is a subset of total ads marked as failed for violating buy-side settings.

  • Failed Ads

    Number of ads that do not align with campaign parameters.

  • Passed Ads

    Number of ads that align with firewall parameters.

  • See-Through Ads

    The number of ads where IAS identified the top-level of a domain.

  • Total Eligible Ads For Brand Safety

    The total number of ads that were eligible for Brand Safety measurement.

Carbon Emissions

  • Good-Loop CO2 (eKg)

    The amount of carbon emissions generated by your campaign in equivalent kilogramsNote: Carbon Emissions data is only available for participating advertisers. If you are not participating, this metric will be empty. Contact your CSM for more details.

  • Scope3 CO2 (eKg)

    Total carbon emissions stemming from media distribution, ad selection and creative distribution in equivalent kilograms.Note: Carbon Emissions data is only available for participating advertisers. If you are not participating, this metric will be empty. Contact your CSM for more details.

Failure Reasons

  • Brand Safety Risk Ads

    The number of ads marked as failed for brand safety. 'Failed for Brand Safety' indicates a failure in any of the categories listed below, where IAS blocked an ad from serving on a publisher site deemed too risky for an advertiser's brand safety thresholds.

  • Brand Suitability Failed Ads

    Ads marked as failed for your Brand suitability profile.

  • Custom Keywords Exclusion List Ads

    Number of ads blocked because a URL had a keyword marked for exclusion by the IAS advertiser.

  • Custom URL/App Exclusion List Ads

    The number of ads marked as failed for custom URL/App Exclusion List.

  • Invisible URL Ads

    The number of ads marked as failed because IAS did not detect the top level page where the ad was served.

  • Out of Geo Ads

    The number of ads marked as failed for being served outside of the target geo .

  • Target Language Mismatch Ads

    The number of ads marked as failed for language-targeting.

Invalid Traffic

  • Blocked Invalid Traffic

    The number of ads that IAS detected as invalid traffic that were blocked.

  • Eligible Ads For Invalid Traffic Detection

    Excludes all ads where signals to make an IVT determination are missing. Note: This metric has been updated to no longer include test impressions, which was previously reported as GIVT and represents a trace amount of overall GIVT impressions. Test impressions will still be included in our calculation for Total Tracked Ads.

  • Invalid Traffic

    The number of ads that IAS detected as invalid traffic.

  • Unblocked Invalid Traffic

    The number of ads that IAS detected as invalid traffic that were not blocked.

  • Valid Traffic

    The number of ads that IAS did not detect as invalid traffic.

Invalid Traffic By Type

  • Bots (SIVT) Ads

    The number of ads that IAS detected as bots. A malicious software application that runs automated tasks over the internet, usually to make a profit by falsely mimicking real human activity.

  • Domain Spoofing (SIVT) Ads

    Ads that are low quality inventory disguised as high-quality legitimate-sites, or send incorrect referrer information to hide their identity.

  • General Invalid Traffic (GIVT) Ads

    Traffic that failed to meet ad quality criteria filtered through and caught by known IP and bot lists (ex: Google web crawlers).

  • Hidden Ads (SIVT)

    The number of ads that IAS detected as Hidden Ads (SIVT - Sophisticated InValid Traffic). Ads that have no chance of ever being seen by humans. Types of hidden ads include: pixel stuffing, ad stacking, ads clipped by iframes, zero opacity ads, off-page ads, ad truncation, and hidden ads embedded in ads.

  • Incentivized Browsing (RVI) Ads

    The act of interacting with ads for payment or benefits, usually not by an advertiser-targeted audience.

  • Proxy Server (RVI) Ads

    The number of ads that IAS detected as Proxy Servers (RVI). A computer network service that uses indirect network connections to sometimes enable bots to hide their true identity and location.

  • Reduced Value Inventory (RVI) Ads

    Traffic which IAS flagged as being generated in a way counter to the advertiser’s interests. Possible examples include the use of incentivized browsing and "proxy servers".

  • Sophisticated Invalid Traffic (SIVT) Ads

    Traffic that failed to meet proprietary and sophisticated invalid traffic detection criteria. Examples of failed traffic can include: hijacked devices, ad tags, or creative; adware; malware; and misappropriated content.

Quality Impressions

  • Eligible ads for quality impressions

    The number of ads that IAS measured for viewability/audibility or failed another selected criteria (such as brand safety, invalid traffic, or geo). A label like "(Excl. geo)" appears if some Quality criteria are deselected.

  • Failed brand safety ads

    The number of ads that failed for Quality Impressions due to a failed Brand Safety check. An ad can fail more than one Quality Impressions check, resulting in overlap.

  • Non-Quality Invalid Traffic Ads

    The number of ads that failed for Quality Impressions due to a failed Invalid Traffic check. An ad can fail more than one Quality Impressions check, resulting in overlap.

  • Non-Quality Not Viewable Ads

    The number of ads that failed for Quality Impressions due to a failed Viewability check. An ad can fail more than one Quality Impressions check, resulting in overlap.

  • Non-Quality Out of Geo Ads

    The number of ads that failed for Quality Impressions due to a failed Geo check. An ad can fail more than one Quality Impressions check, resulting in overlap.

  • Non-quality ads

    The number of ads that failed for Quality Impressions. A label like "(Excl. geo)" appears if some Quality criteria are deselected.

  • Non-quality blocked ads

    The number of ads that failed for Quality Impressions that were blocked. A label like "(Excl. geo)" appears if some Quality criteria are deselected.

  • Quality impressions

    Number of impressions that were deemed viewable, brand safe, invalid traffic-free, and in-geo.

Risk Categories

  • Adult Ads

    The number of ads marked as failed for adult content (descriptions, images, and videos of adult topics).

  • Alcohol Ads

    The number of ads marked as failed for alcohol content (representations and endorsements/glorification of alcohol consumption and/or abuse).

  • Drugs Ads

    Drugs ads are ads on web pages that contained representations and endorsements/glorification of illegal drugs and prescription drugs that are illegally bought, sold, and traded.

  • Hate Speech Ads

    The number of ads marked as failed for hate speech content (promotes discrimination, denigration and aggression towards people or groups based on race, religion, gender, nationality, and ethnicity).

  • Illegal Downloads Ads

    The number of ads marked as failed for illegal download content (offering illegal viewing or download of copyrighted movies, music, games, software, etc., including illegal links to copyrighted content).

  • Offensive Language Ads

    The number of ads marked as failed for offensive language content (contains offensive terms: insults, swear words, vulgar terms, and religious blasphemy).

  • Violence Ads

    The number of ads marked as failed for violence content (contains representations and endorsements/glorification of violence).

Video

  • Auto play ads

    All auto played eligible video impressions for viewability.

  • Click to play ads

    All played eligible video impressions for viewability which played by click.

  • Completed Ads

    Number of video ads that played to completion with no IVT.

  • First Quartile Ads

    Number of video ads that played to 25% of video length with no IVT.

  • Full Screen Plays

    The total number of tracked ads that have the video ad set to fullscreen for more than 0 seconds.

  • Pause/Unpause

    The total number of tracked ads that paused/resumed the video ad.

  • Second Quartile Ads

    Number of video ads that played to 50% of video length with no IVT.

  • Third Quartile Ads

    Number of video ads that played to 75% of video length with no IVT.

  • Unknown player state ads

    All eligible video impressions for viewability which player status is unknown.

  • User Scroll

    The total number of tracked ads that moved the video ad by scrolling (for example: click and drag scroll bar, click the scroll bar arrows, page up/down, arrow up/down, scroll button/wheel, track pad, etc.).

  • User Scroll

    The total number of tracked ads that moved the video ad by scrolling (for example: click and drag scroll bar, click the scroll bar arrows, page up/down, arrow up/down, scroll button/wheel, track pad, etc.).

  • Viewable Completed Impressions

    Number of video ads that were in view and played to completion. Excludes video ads marked as IVT.

  • Viewable First Quartile Impressions

    Number of video ads that were in view and played to 25% of video length. Excludes video ads marked as IVT.

  • Viewable Second Quartile Impressions

    Number of video ads that were in view and played to 50% of video length. Excludes video ads marked as IVT.

  • Viewable Third Quartile Impressions

    Number of video ads that were in view and played to 75% of video length. Excludes video ads marked as IVT.

  • Volume Up/Down/Mute

    The total number of tracked ads that changed the volume of the video ad by increasing the volume, decreasing the volume, turning on mute, or turning off mute.

Video Quartiles

  • Valid Video Ads

    Video ads with no IVT.

  • Valid Viewable Video Impressions

    Number of Viewable Video Impressions with all IVT removed.

Viewability

  • Average Time In View

    The average duration, based on the arithmetic mean, that a viewable impression remained in-view within your campaign. For Audio ad impressions, the average time-in-view duration should be interpreted as the average duration of time the ad played.

  • Eligible Ads For Viewability Measurement

    The total number of ads which are eligible for measuring viewability-related metrics.

  • In-View > 50 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View > 50 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View <1 second

    The number of measured ads according to Time-In-View in seconds, broken down by In-View < 1 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 1-2 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 1-2 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 10-15 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 10-15 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 15-20 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 15-20 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 2-5 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 2-5 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 20-25 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 20-25 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 25-30 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 25-30 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 30-35 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 30-35 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 35-40 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 35-40 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 40-45 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 40-45 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 45-50 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 40-45 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • In-View 5-10 seconds

    The number of measured ads according to Time-In-View in seconds, broken down by In-View 5-10 seconds. For audio ad creative, “In-View” should be interpreted as the time the ad played with the volume unmuted.

  • Measured Ads

    The number of ads for which we were able to collect viewability data.

  • Not Viewable Ads

    Number of ads that failed to meet the requirement for Viewable Impressions, but were Valid Traffic.

  • Unmeasured Ads

    The number of ads in a campaign not blocked but for which IAS was unable to make a viewability or invalid traffic measurement.

  • Viewable Impressions

    CTV impressions from certified fully on screen sources that met the two-second length based on the quartiles received. GIVT & SIVT filtration applied.

Viewability Gross Net

  • Gross Eligible Ads

    All unblocked ads, including Sophisticated Invalid Traffic (SIVT) and General Invalid Traffic (GIVT).

  • Gross Measured Ads

    All unblocked ads, including SIVT and GIVT, that have enough data to make viewability or audibility calculations.

  • Gross Unmeasured Ads

    All unblocked ads, including IVT, that don't have enough data to make viewability or auibility calculations.

  • Net Eligible Ads For Viewability Measurement

    All unblocked ads that are general invalid traffic (GIVT) free and served in a JavaScript environment where Viewability measurement is possible.

  • Net Measured Ads

    All unblocked ads, including SIVT and excluding GIVT, that have enough data to make viewability or audibility calculations.

  • Net Not Viewable Ads

    Not viewable, unblocked ads. Excludes ads marked as GIVT.

  • Net Unmeasured Ads

    All unblocked unmeasured ads, including SIVT and excluding GIVT.

  • Net viewable ads

    All unblocked ads that are general invalid traffic (GIVT) free and served in a JavaScript environment where Viewability measurement is possible.

Viewability Gross Net Impressions

  • Gross eligible impressions

    The impression count, based on begin-to-render leveraging the certification process, will require reporting of two distinct metrics: all begin-to-render impressions, including IVT; no filtration applied yet. Calculated as "RENDERED_IMPS".

  • Gross measured impressions

    All unblocked CTV impressions, including SIVT and GIVT, delivered to a rendered certified source and active user session; they have information to calculate viewability.

  • Gross unmeasured impressions

    All unblocked CTV impressions, including IVT, delivered to a rendered certified source and active user session; they do not have information to calculate viewability.

  • Net eligible impressions for viewability measurement

    All unblocked impressions that are general invalid traffic (GIVT) free and served in a JavaScript environment where Viewability measurement is possible.

  • Net measured impressions

    CTV impressions in the campaign delivered to a rendered certified source and active user session; they have information to calculate viewability. GIVT filtration applied. Calculated as "MEASURED_RENDERED_IMPS - MEASURED_GIVT_RENDERED_IMPS".

  • Net not viewable impressions

    CTV impressions delivered to a rendered and viewability certified source as well as an active user session that did not meet the two-second length, such as impressions with no quartiles received. GIVT filtration applied. Calculated as "NOT_IN_VIEW_RENDERED_IMPS - NOT_IN_VIEW_GIVT_RENDERED_IMPS".

  • Net unmeasured impressions

    CTV impressions in the campaign delivered to a rendered certified source; they do not have enough information to calculate viewability. For example, any rendered impression without duration. GIVT filtration applied. Calculated as "(RENDERED_IMPS - GIVT_RENDERED_IMPS) - (MEASURED_RENDERED_IMPS - MEASURED_GIVT_RENDERED_IMPS)".

  • Net viewable impressions

    CTV impressions from certified fully on screen sources that met the two-second length based on the quartiles received. GIVT filtration applied. Calculated as "IN_VIEW_RENDERED_IMPS - IN_VIEW_GIVT_RENDERED_IMPS".

Viewability Rendered

  • Eligible impressions for viewability

    The number of all rendered unblocked ads that are invalid traffic (IVT) free and served in a JavaScript environment where Viewability measurement is possible.

  • Measured Impressions

    CTV impressions in the campaign delivered to a rendered certified source and active user session; they have information to calculate viewability. GIVT & SIVT filtration applied.

  • Net Impressions

    The impression count based on begin-to-render leveraging the certification process. GIVT filtration applied. Calculated as "RENDERED_IMPS - GIVT_RENDERED_IMPS".

  • Not Viewable Impressions

    CTV impressions in the campaign delivered to a rendered and viewability certified source as well as an active user session; while they have information to calculate viewability, the impressions do not meet the viewability criteria.

  • Total Net Impressions

    Open Web: Gross impressions with GIVT Rendered Impressions and SIVT Rendered Impressions removed.Meta/Youtube ADH - Gross impressions with GIVT+ Impressions removed.

  • Total Rendered Impressions

    IAS considers an ad as an impression only if it has begun to render. An ad renders when the creative has begun to load in the browser.Note: User inactivity is included in the measurement of rendered CTV impressions.

  • Unmeasured Impressions

    CTV impressions in the campaign delivered to a rendered certified source; they do not have enough information to calculate viewability. GIVT & SIVT filtration applied.

Did this answer your question?