Allow List

Brand Safety

Ensuring ads don't appear alongside harmful or inappropriate content.

IVT

Invalid Traffic. Non-human ad interactions. GIVT (general) and SIVT (sophisticated).

Ad Fraud

Fake impressions, clicks, or conversions generated by bots or bad actors.

MFA

Made-for-Advertising sites. Low-quality sites designed to maximize ad revenue.

Viewability

Measuring whether an ad was actually viewable by a user.

Verification Vendor

IAS, DoubleVerify, MOAT. Third-party ad quality measurement.

Block List

List of sites, apps, or categories where ads should never appear.

Pre-Bid Filtering

Blocking invalid or unsafe inventory before bidding in auctions.