Viewability

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.

Verification Vendor

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

Block List

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

Allow List

Approved list of sites where ads can appear. Most restrictive approach.

Pre-Bid Filtering

Blocking invalid or unsafe inventory before bidding in auctions.