About IAS metrics
Overview
The IAS Tab provides comprehensive insights into the brand safety, viewability, and ad fraud metrics for campaigns, using data collected via Ogury’s IAS (Integral Ad Science) tag. This tab is essential for advertisers looking to ensure that their ads are displayed in high-quality environments while maintaining visibility and protecting against fraud.
The IAS Tab is divided into three main sections: Viewability, Invalid Traffic and Brand Safety, each with its own set of detailed metrics. At the end of the tab, you'll find graphs showing the evolution of these key metrics over time, helping you monitor trends and adjust strategies as needed.
Viewability
The Viewability Section offers insights into how often your ads were actually visible to users, an essential factor for ensuring campaign effectiveness. The metrics here help gauge whether your ads are being seen and for how long.
Rendered Rate Definition: The percentage of impressions where the ad was rendered on the user's device. Purpose: Tracks how often the ad actually appeared on the user’s screen, even if it wasn’t fully viewable.
Viewability Rate Definition: The percentage of impressions where the ad met the standard viewability criteria (typically, 50% of the ad’s pixels in view for at least 1 second for display ads, and 2 seconds for video ads). Purpose: Measures how frequently your ads were viewable according to industry standards.
GroupM Viewability Rate Definition: The percentage of impressions that met GroupM's stricter viewability criteria (often requiring 100% of the ad to be in view for a longer duration). Purpose: Assesses whether your ads are being seen under more rigorous viewability guidelines.
Average Time in View Definition: The average amount of time an ad remained visible on a user’s screen during a viewable impression. Purpose: Helps measure engagement by understanding how long users are exposed to the ad.
General Invalid Traffic & Brand Safety metrics
Passed Rate: Total share of impressions that IAS deemed brand safe, suitable, and from valid traffic
Failed Rate: Total share of impressions that failed for either Brand Safety Floor or fraud (see below Sophisticated IVT Rate & General IVT Rate)
Invalid Traffic (IVT)
The Invalid Traffic (IVT) Section helps identify impressions that may have resulted from fraudulent or non-human traffic. Monitoring these metrics ensures that your campaign budget is not being wasted on invalid impressions.
Invalid Traffic Rate Definition: The percentage of impressions that were flagged as invalid due to either general or sophisticated invalid traffic. Purpose: Provides a high-level overview of potential fraudulent activity.
General Invalid Traffic Rate Definition: The percentage of impressions associated with known non-human or low-risk fraudulent traffic, such as bots, spiders, or accidental clicks. Purpose: Identifies basic, commonly known sources of invalid traffic.
Sophisticated Invalid Traffic Rate Definition: The percentage of impressions linked to more advanced forms of fraudulent activity, including sophisticated bots or human-mimicking behavior. Purpose: Pinpoints complex and harder-to-detect fraud, ensuring more thorough protection.
Brand Safety
The Brand Safety Section assesses the risk of your ads appearing next to unsafe or inappropriate content. The metrics here help you determine the degree of risk your ads are exposed to in terms of brand safety.
Low Risk Rate Definition: The percentage of impressions delivered in low-risk environments, where there is minimal concern about inappropriate content. Purpose: Indicates that your ads are placed in relatively safe environments.
Medium Risk Rate Definition: The percentage of impressions delivered in environments with moderate risk for brand safety violations, such as mildly controversial or sensitive content. Purpose: Identifies areas where you may want to exercise caution with ad placement.
High Risk Rate Definition: The percentage of impressions delivered in high-risk environments, where there is a significant chance of brand safety issues. Purpose: Alerts you to environments that pose a greater threat to your brand's reputation.
Very High Risk Rate Definition: The percentage of impressions delivered in extremely unsafe environments, where content is highly inappropriate or harmful. Purpose: Provides critical insight into the most dangerous environments for your ads, where immediate action may be required.
Graphs - Evolution over time
The final section of the IAS Tab presents a series of graphs showing the evolution of key metrics over time, providing a visual representation of trends in:
Viewability Shows how your campaign's viewability rate has changed over time, allowing you to monitor any improvements or declines in ad visibility.
Invalid Traffic Tracks the level of invalid traffic encountered by your campaigns, helping you identify patterns and possible fraud.
Brand Safety Presents a time-based analysis of brand safety risks, helping you evaluate whether your campaigns are being exposed to more or less risky environments over time.
Conclusion
The IAS Tab equips you with powerful insights to safeguard your campaigns, improve viewability, combat fraud, and ensure brand safety. By monitoring these metrics regularly, you can make informed decisions to optimize your advertising strategy, improve ad effectiveness, and protect your brand’s reputation.
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