# IAS: Video and Display Trackers & Glossary

#### **Trackers for Video:**

<table border="1" id="bkmrk-ias-solution-explana" style="width: 110.247%; height: 373px;"><tbody><tr><td style="width: 16.0618%;">**IAS Solution**</td><td style="width: 19.2741%;">**Explanation**</td><td style="width: 17.7915%;">**Requirements**</td><td style="width: 11.8589%;">**Measure Viewability**</td><td style="width: 10.6276%;">**Measure Invisible URLs**</td><td style="width: 13.5907%;">**Measure Impressions** </td><td style="width: 10.749%;">**Measure Brand Safety**</td></tr><tr><td style="width: 16.0618%;">Multimedia Tag Monitoring (Wrapped Video)</td><td style="width: 19.2741%;">Video tracking tag that will work across desktop, CTV, mobile &amp; in-app. Can measure viewability, set to not block</td><td style="width: 17.7915%;">Requires a VPAID or OMID player/publisher support &amp; 3rd party ad serving</td><td style="width: 11.8589%;">Yes</td><td style="width: 10.6276%;">Yes</td><td style="width: 13.5907%;">Yes</td><td style="width: 10.749%;">Yes</td></tr><tr><td style="width: 16.0618%;">Multimedia Tag Blocking (Wrapped Video)</td><td style="width: 19.2741%;">Video tracking tag that will work across desktop, CTV, mobile &amp; in-app. Can measure viewability, set to block</td><td style="width: 17.7915%;">Requires a VPAID or OMID player/publisher support &amp; 3rd party ad serving</td><td style="width: 11.8589%;">Yes</td><td style="width: 10.6276%;">Yes</td><td style="width: 13.5907%;">Yes</td><td style="width: 10.749%;">Yes</td></tr><tr><td style="width: 16.0618%;">Unified Video 1x1 Pixel</td><td style="width: 19.2741%;">Video tracking tag that will work across desktop, CTV, mobile &amp; in-app. Cannot measure viewability or block</td><td style="width: 17.7915%;">Requires a VAST player &amp; 3rd party ad serving</td><td style="width: 11.8589%;">No</td><td style="width: 10.6276%;">No</td><td style="width: 13.5907%;">Yes</td><td style="width: 10.749%;">Yes</td></tr></tbody></table>

Ensuring accurate measurement of viewability and other metrics with IAS requires using **Wrapped Video Creative**. This is because certain metrics, such as those measured by JavaScript (JS), cannot be captured using the traditional 1x1 pixel. At the same time, the VAST video format also doesn't support a separate JS impression tracker, so Multimedia Tag Monitoring is necessary, wrapping the video within the Creative Tag for accurate measurement. However, in cases where the goal is to measure pure impressions to verify discrepancies, a 1x1 pixel (impression tracker) is sufficient. This tracker, known as "**Unified Video Pixel**" can be employed for such purposes.

Additionally, It's essential to use VPAID/OMID-compatible video inventory to enable IAS to measure viewability effectively. However, remember that inventory compatible with VPAID/OMID may limit the overall supply available to the campaign.

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#### **Trackers for Display:**

<table border="1" id="bkmrk-ias-solution-explana-1" style="width: 100%;"><tbody><tr><td style="width: 19.7672%;">**IAS Solution**</td><td style="width: 19.0282%;">**Explanation**</td><td style="width: 15.0734%;">**Measure Viewability**</td><td style="width: 16.0618%;">**Measure Invisible URLs**</td><td style="width: 17.0502%;">**Measure Impressions** </td><td style="width: 13.0965%;">**Measure Brand Safety**</td></tr><tr><td style="width: 19.7672%;">Blocking Creative Tag</td><td style="width: 19.0282%;">Display tags with blocking. Requires JS support</td><td style="width: 15.0734%;">Yes</td><td style="width: 16.0618%;">Yes</td><td style="width: 17.0502%;">Yes</td><td style="width: 13.0965%;">Yes</td></tr><tr><td style="width: 19.7672%;">Monitoring JS

</td><td style="width: 19.0282%;">Display tags without blocking. Requires JS support</td><td style="width: 15.0734%;">Yes</td><td style="width: 16.0618%;">Yes</td><td style="width: 17.0502%;">Yes</td><td style="width: 13.0965%;">Yes</td></tr><tr><td style="width: 19.7672%;">Monitoring 1x1 pixel

</td><td style="width: 19.0282%;">Display tags without blocking.</td><td style="width: 15.0734%;">No</td><td style="width: 16.0618%;">No</td><td style="width: 17.0502%;">Yes</td><td style="width: 13.0965%;">Yes</td></tr></tbody></table>

Viewability measurements are possible with JavaScript tags only. However, some publishers or exchanges might not support this format. In such cases, viewability measurement by IAS wouldn't be possible. Nevertheless, 1x1 monitoring pixels can be utilized for display creatives. By using this type of tracker, IAS would be able to measure impressions to verify the total amount of served impressions.

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#### **IAS Articles:**

[**User Guide - Tag Manager** ](https://helpcenter.integralads.com/article/tag-manager-guide)- a comprehensive guide on how to create different Tags using an IAS self-service account

**[Multimedia Tag](https://helpcenter.integralads.com/article/uvt-guide) -** overview of Multimedia tag capabilities, it is creation and limitations.

[**IAS Tag Structure** ](https://helpcenter.integralads.com/article/tag-structures)- overview of the different structures of IAS Tags.

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#### **Glossary:**

<table border="1" id="bkmrk-term-definition-tota" style="border-collapse: collapse; width: 100%; height: 1940px;"><tbody><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span style="color: #000000;">Term</span></td><td style="width: 50%; height: 29px;"><span style="color: #000000;">Definition</span></td></tr><tr style="height: 35px;"><td style="width: 50%; height: 35px;"><span style="color: #000000;">Total Tracked Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 35px;"><span style="color: #000000;">The number of ads IAS processed.</span>

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Eligible Ads For Viewability Measurement"}" style="color: #000000;">Eligible Ads For Viewability Measurement</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;"><span style="color: #000000;">The number of all unblocked ads that are invalid traffic (IVT) free and served in a JavaScript environment where Viewability measurement is possible.</span>

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Measured Ads"}" style="color: #000000;">Measured Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;"><span style="color: #000000;">The total number of ads in the campaign with all detected invalid traffic removed, where IAS was able to collect viewability data. In some ad environments, technical limitations can prevent ads from being measured for viewability or audibility by IAS.</span>

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Measured Rate (out of Ads)"}">Measured Rate (out of Ads)</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The percentage of Measured Ads out of Eligible Ads for Viewability or Audibility Measurement.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Viewable Impressions"}">Viewable Impressions</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The number of unblocked viewable impressions in the campaign with all detected invalid traffic removed, where at least 50% of the ad was in view for 1 continuous second for display (2 continuous seconds for video).</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Viewable Rate (out of measured ads)"}">Viewable Rate (out of measured ads)</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The percentage of Viewable Impressions (at least 1 pixel of the creative rendered on screen; 50% in view for 1 continuous second - display; 2 continuous seconds - video; a 30% or more rule applies to large creatives that are at least 242,500 pixels.) out of unblocked Measured Ads with all detected invalid traffic removed.

</td></tr><tr class="MuiTableRow-root css-3xtbcr-MuiTableRow-root" style="height: 57px;"><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 57px;">Eligible Ads for Invalid Traffic Detection

</td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 57px;">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.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Eligible Rate For Invalid Traffic Detection"}">Eligible Rate For Invalid Traffic Detection</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The percentage of Eligible Ads for Invalid Traffic Detection, out of all ads IAS processed (Total Tracked Ads).

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"General Invalid Traffic (GIVT) Ads"}">General Invalid Traffic (GIVT) Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">Traffic that failed to meet ad quality criteria filtered through and caught by known IP and bot lists (ex: Google web crawlers).

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"General Invalid Traffic (GIVT) Rate"}">General Invalid Traffic (GIVT) Rate</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The percentage of ads that IAS detected as GIVT, out of all ads processed by IAS. Traffic that failed to meet ad quality criteria filtered through and caught by known IP and bot lists (ex: google web crawlers).

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Sophisticated Invalid Traffic (SIVT) Ads"}">Sophisticated Invalid Traffic (SIVT) Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">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.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Sophisticated Invalid Traffic Rate"}">Sophisticated Invalid Traffic Rate</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">Percentage of traffic that failed to meet proprietary and sophisticated invalid traffic detection criteria out of Total Tracked Ads.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Bots (SIVT) Ads"}">Bots (SIVT) Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">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.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Bots (SIVT) Rate"}">Bots (SIVT) Rate</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The percentage of ads that IAS detected as bots, out of all ads processed by IAS. A malicious software application that runs automated tasks over the internet, usually to make a profit by falsely mimicking real human activity.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Domain Spoofing (SIVT) Ads"}">Domain Spoofing (SIVT) Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">Ads that are low quality inventory disguised as high-quality legitimate-sites, or send incorrect referrer information to hide their identity.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Domain Spoofing (SIVT) Ads"}">Domain Spoofing (SIVT) Rate</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The percentage of ads that are low quality inventory disguised as high-quality legitimate-sites or send incorrect referrer information to hide their identity, out of all ads processed by IAS.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Hidden Ads (SIVT)"}">Hidden Ads (SIVT)</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The number of ads that IAS detected as Hidden Ads (SIVT). 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.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Hidden Ads (SIVT)"}">Hidden Ads (SIVT) Rate</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The percentage of ads that IAS detected as Hidden Ads (SIVT), out of all ads processed by IAS. 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.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Reduced Value Inventory (RVI) Ads"}">Reduced Value Inventory (RVI) Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">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".

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Reduced Value Inventory Rate"}">Reduced Value Inventory Rate</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;"> The percentage of Reduced Value Inventory (RVI) Ads, out of all ads processed by IAS.</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Incentivized Browsing (RVI) Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The act of interacting with ads for payment or benefits, usually not by an advertiser-targeted audience

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Incentivized Browsing (RVI) Rate</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The percentage of ads that IAS detected as Incentivized Browsing (RVI), out of all ads processed by IAS. The act of generating traffic and/or engaging with ads on ad-supported sites by human users, in exchange for payment of some other, typically financial, benefit.

</td></tr><tr style="height: 102px;"><td style="width: 50%; height: 102px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Proxy Server (RVI) Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 102px;">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.

</td></tr><tr class="MuiTableRow-root css-3xtbcr-MuiTableRow-root" style="height: 102px;"><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 102px;">Proxy Server (RVI) Rate

</td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 102px;">The percentage of ads that IAS detected as Proxy Servers (RVI), out of all ads processed by IAS. A computer network service that uses indirect network connections to sometimes enable bots to hide their true identity and location.

</td></tr><tr style="height: 102px;"><td style="width: 50%; height: 102px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Total Eligible Ads For Brand Safety</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 102px;">The number of ads IAS processed across all publishers that have opted into brand safety measurement. This metric includes all detected invalid traffic (General Invalid Traffic and Sophisticated Invalid Traffic).

</td></tr><tr style="height: 79px;"><td style="width: 50%; height: 79px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Passed Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 79px;">The number of ads that IAS passed for invalid traffic, brand safety, custom keywords, custom URL, geo, invisible URL, or target language.

</td></tr><tr style="height: 79px;"><td style="width: 50%; height: 79px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Pass Rate</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 79px;">The percentage of ads that IAS passed for invalid traffic, brand safety, custom keywords, custom URL, geo, invisible URL, or target language, out of all ads IAS processed.

</td></tr><tr style="height: 102px;"><td style="width: 50%; height: 102px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Failed Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 102px;">The number of failed ads for invalid traffic, brand safety, custom keywords, custom URL, geo, invisible URL, target language, or your Brand suitability profile. These ads may or may not be blocked.

</td></tr><tr style="height: 102px;"><td style="width: 50%; height: 102px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Fail Rate</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 102px;">The percentage of ads that IAS failed for invalid traffic, brand safety, custom keywords, custom URL, geo, invisible URL or target language, out of all ads IAS processed. These ads may or may not be blocked.

</td></tr><tr style="height: 57px;"><td style="width: 50%; height: 57px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Brand Safety Risk Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 57px;">The number of ads that didn't meet your brand safety threshold.

</td></tr><tr style="height: 57px;"><td style="width: 50%; height: 57px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Incentivized Browsing (RVI) Ads"}">Brand Safety Risk %</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 57px;">The percentage of ads that didn't meet your brand safety thresholds, out of Total Eligible Ads for Brand Safety.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Brand Suitability Failed Ads"}">Brand Suitability Failed Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">Ads marked as failed for your Brand suitability profile.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Brand Suitability Fail %"}">Brand Suitability Fail %</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">Ads marked as failed for your Brand suitability profile, out of Total Eligible Ads for Brand Safety.

</td></tr><tr style="height: 57px;"><td style="width: 50%; height: 57px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Custom URL/App Exclusion List Ads"}">Custom URL/App Exclusion List Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 57px;">The number of ads marked as failed for custom URL/App Exclusion List.

</td></tr><tr class="MuiTableRow-root css-3xtbcr-MuiTableRow-root" style="height: 57px;"><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 57px;">Custom URL/App Exclusion List Rate

</td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 57px;">The percentage of eligible ads marked as failed for your custom URL lists, out of Total Eligible Ads for Brand Safety.

</td></tr><tr style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Brand Suitability Fail %"}">Out of Geo Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 29px;">The number of ads marked as failed for being served outside of the target geo .

</td></tr><tr class="MuiTableRow-root css-3xtbcr-MuiTableRow-root" style="height: 79px;"><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 79px;">Out of Geo Rate

</td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 79px;">The percentage of ads marked as failed for being served outside of the target geo, out of Total Eligible Ads for Brand Safety.

</td></tr><tr style="height: 35px;"><td style="width: 50%; height: 35px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Brand Suitability Fail %"}">Invalid Traffic Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 35px;">The number of ads that IAS detected as invalid traffic.

</td></tr><tr class="MuiTableRow-root css-3xtbcr-MuiTableRow-root" style="height: 49px;"><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 49px;">Invalid Traffic Rate

</td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%; height: 49px;"><span style="color: #000000;">The percentage of ads that IAS detected as invalid traffic, out of all ads IAS processed.</span></td></tr><tr class="MuiTableRow-root css-3xtbcr-MuiTableRow-root" style="height: 29px;"><td style="width: 50%; height: 29px;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Invisible URL Ads"}">Invisible URL Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%;">The number of ads marked as failed because IAS did not detect the top level page where the ad was served.

</td></tr><tr><td style="width: 50%;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Invisible URL Ads"}">Invisible URL %</span></td><td style="width: 50%;">The percentage of ads marked as failed because the top level URL was undetectable, out of Total Eligible Ads for Brand Safety.

</td></tr><tr class="MuiTableRow-root css-3xtbcr-MuiTableRow-root"><td style="width: 50%;"><span data-sheets-root="1" data-sheets-userformat="{"2":29121,"3":{"1":0,"3":1},"9":0,"10":0,"11":4,"15":"Calibri","16":12,"17":1}" data-sheets-value="{"1":2,"2":"Target Language Mismatch Ads"}">Target Language Mismatch Ads</span></td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%;">The number of ads marked as failed for language-targeting.

</td></tr><tr class="MuiTableRow-root css-3xtbcr-MuiTableRow-root"><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%;">Target Language Mismatch %

</td><td class="MuiTableCell-root MuiTableCell-body MuiTableCell-sizeMedium css-oipgpp-MuiTableCell-root" style="width: 50%;">The percentage of ads marked as failed for language targeting, out of Total Eligible Ads for Brand Safety.

</td></tr></tbody></table>

<p class="callout info">A whole Glossary with updated info is available in the IAS HelpCenter -[ **check here**](https://helpcenter.integralads.com/article/advertiser-metrics-glossary) for more info</p>