Integral Ad Science: Most-used fields#
The table below gives information about most-used fields that you can import from Integral Ad Science. Other fields might also be available in Adverity.
The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.
# 100% Played Dimension
The count of video ads that were played to 100% completion.
# 100% on Screen Metric
The count of ads that were 100% on screen.
# 25% Played Dimension
The count of video ads that were played past the 25% mark.
# 50% Played Metric
The count of video ads that were played past the 50% mark.
# 50% on Screen Metric
The count of ads that were 50% or more on screen.
# 75% Played Dimension
The count of video ads that were played past the 75% mark.
# 95% Played Dimension
The count of video ads that were played past the 95% mark.
# < 2s Metric
The count of impressions that were in-view for less than 2 seconds.
# Base 1s Imps Metric
The count of impressions that serve as a base for 1-second viewability measurement.
# Base Impressions Metric
The base count of impressions used for calculations.
# Duration-Measurable Imps Metric
The total number of unblocked ads in the campaign with all detected invalid traffic removed, for which Integral Ad Science was able to collect viewability or audibility data.
# Fully on Screen Metric
The count of impressions that were fully on screen.
# Impressions Metric
The total count of impressions.
# Pass Thru Plays Dimension
The count of video plays that passed through the entire duration.
# Suspicious Metric
The count of suspicious impressions or activities.
# Unplayed Metric
The count of video ads that were not played.
# ≥ 10s Metric
The count of impressions that were in-view for 10 seconds or more.
# ≥ 2s Metric
The count of impressions that were in-view for 2 seconds or more.
# ≥ 3s Metric
The count of impressions that were in-view for 3 seconds or more.
% 50% on Screen Metric
The percentage of the ad that was at least 50% on screen.
% GARM Floor Failure Impressions Dimension
The percentage of impressions that failed to meet the Global Alliance for Responsible Media (GARM) brand safety floor standards.
% GARM Passed Ads Metric
The percentage of ads that passed GARM (Global Alliance for Responsible Media) brand safety checks.
% GARM Passed Impressions Metric
The percentage of impressions that successfully met or passed the Global Alliance for Responsible Media (GARM) brand safety standards.
% Suspicious Metric
The percentage of impressions identified as suspicious.
% of Invalid Traffic Blocked Metric
The percentage of invalid traffic that was successfully blocked.
% of Invalid Traffic Unblocked Metric
The percentage of invalid traffic that was not blocked.
Actual Play Time Dimension
The actual duration an ad was played.
Ad Dimension
Identifier or name of the ad.
Ad Clutter Ads Metric
The number of ads identified as Ad Clutter, indicating a high density of ads on a page.
Ad Clutter Rate Metric
The rate at which ads are identified as Ad Clutter.
Ad Id Dimension
The unique identifier for the ad.
Ad Server Placement Id Dimension
Unique identifier for the ad placement on the ad server.
Ad Set Dimension
The name of the ad set.
Ad Set ID Dimension
The unique identifier for the ad set.
Ad Set Id Dimension
The unique identifier for the ad set.
Adult Ads Metric
The number of ads categorized as 'Adult Ads' based on brand safety criteria.
Advertiser Name Dimension
The name of the advertiser.
Alcohol Ads Metric
The number of ads categorized as 'Alcohol Ads' based on brand safety criteria.
App Dimension
The mobile application where the ad was displayed.
Auto play ads Metric
All eligible video impressions for viewability that were autoplayed.
Average Time In View Dimension
The average duration an ad was in view.
Avg % Played for Played Ads Dimension
The average percentage of the ad played for those ads that were played.
Block Rate (% of Failed) Metric
The percentage of ads that were blocked due to failing brand safety or suitability checks.
Blocked Ads Metric
Number of ads blocked for brand safety reasons.
Blocked Invalid Traffic Metric
The number of ads that IAS detected as invalid traffic that were blocked.
Blocking Status Dimension
The status indicating whether an ad impression was blocked or not.
Bots (SIVT) Ads Metric
The number of ads that IAS detected as bots, which are malicious software applications running automated tasks over the internet.
Brand Safety Risk % Metric
The percentage of ads identified as having brand safety risks.
Brand Safety Risk Ads Metric
The number of ads marked as failed for brand safety. This indicates a failure in any of the brand safety categories where IAS blocked an ad.
Brand Suitability Fail % Metric
The percentage of ads that failed to meet the brand suitability profile.
Brand Suitability Failed Ads Metric
Ads marked as failed for your Brand suitability profile.
Brand Suitable Ads Metric
The number of ads that passed brand safety and suitability checks. This metric reflects ads deemed appropriate according to established brand guidelines.
Brand Unsuitable Ads Metric
The number of ads that failed brand safety and suitability checks according to established brand guidelines.
CTV Validation Status Dimension
The validation status for Connected TV (CTV) advertisements.
Campaign Dimension
The name of the advertising campaign.
Campaign Id Dimension
Unique identifier for the advertising campaign.
Channel (Exchange) ID Dimension
The unique identifier for the ad channel or exchange.
Channel (Exchange) Name Dimension
The name of the ad channel or exchange.
Click to play ads Metric
All eligible video impressions for viewability which played due to a user click.
Completed Ads Metric
Number of video ads that played to completion with no Invalid Traffic (IVT).
Completion Rate (% of Valid Video Ads) Metric
The percentage of valid video ads that played to 100% completion.
Creative Dimension
The name or identifier of the creative used in the ad.
Creative Id Dimension
The unique identifier for the creative used in the ad.
Custom Keywords Exclusion List Rate Metric
The rate at which ads failed brand safety due to keywords on a custom exclusion list.
Custom URL Exclusion List Rate Metric
The rate at which ads failed brand safety due to URLs on a custom exclusion list.
DSP Campaign Dimension
The name of the campaign as defined within the Demand-Side Platform (DSP).
DSP Campaign ID Metric
The unique identifier for the DSP campaign.
DSP Campaign Name Dimension
The name of the DSP campaign.
DSP ID Metric
Unique identifier for the Demand-Side Platform.
DSP Name Dimension
The name of the Demand-Side Platform.
DSP Placement (Line Item) ID Metric
The unique identifier for the DSP placement or line item.
DSP Placement (Line Item) Name Dimension
The name of the DSP placement or line item.
DSP Placement (Line item) Dimension
The name of the placement or line item associated with the Demand-Side Platform (DSP).
DSP Publisher Dimension
The name of the publisher associated with the Demand-Side Platform (DSP).
DSP Publisher ID Dimension
The unique identifier for the DSP publisher.
DSP Publisher Name Dimension
The name of the DSP publisher.
Date Dimension
The specific date for which the data is reported.
Device Dimension
The type of device on which the ad was served (e.g., Desktop, Mobile, Tablet).
Domain Spoofing (SIVT) Ads Metric
Ads that are low quality inventory disguised as high-quality legitimate sites, or send incorrect referrer information to hide their identity.
Drugs Ads Metric
The number of ads categorized as 'Drugs Ads' based on brand safety criteria.
Eligible Ads For Invalid Traffic Detection Metric
Excludes all ads where signals to make an Invalid Traffic (IVT) determination are missing.
Eligible Ads For Viewability Measurement Metric
The total number of ads which are eligible for measuring viewability-related metrics.
Eligible Ads For Viewability Measurement (100% iv, 1s display, 5s or 50% ad video) Metric
The number of ads that meet the specified criteria (100% in view, 1 second display, 5 seconds or 50% of ad video played) and are eligible for viewability measurement.
Eligible Ads For Viewability Measurement (70% in view, 2 sec display, 5 sec video) Metric
The number of ads that meet the specified criteria (70% in view, 2 seconds display, 5 seconds video played) and are eligible for viewability measurement.
Eligible Ads For Viewability Measurement (Video, 50% in view, 50% of duration) Metric
The total number of video ads eligible for viewability measurement, based on the industry standard of 50% in view for 50% of the video's duration.
Eligible Ads for Site Quality Metric
The number of ads eligible for site quality measurement.
Eligible Rate For Invalid Traffic Detection Metric
The rate of ads eligible for invalid traffic detection.
Eligible ads for quality impressions Metric
The number of ads that IAS measured for viewability/audibility or failed another selected criteria (such as brand safety, invalid traffic, or geo).
Eligible ads for quality impressions, Video, 50% in view, 50% of duration Viewability Metric
The number of video ads that were measured by IAS for quality impressions, specifically adhering to the viewability criterion of 50% in view for 50% of the video's duration.
Eligible impressions for viewability Metric
The total number of impressions that were eligible for viewability measurement.
Eligible rate for quality impressions Metric
The rate of ads that were eligible for quality impressions measurement.
End Date Dimension
The end date for the reporting period.
Environment Dimension
The environment where the ad was served (e.g., in-app, in-browser).
Facebook Campaign Id Dimension
The unique identifier for the Facebook campaign.
Fail Rate Metric
The percentage of ads that failed measurement or quality checks.
Failed Ads Metric
Number of ads that do not align with campaign parameters.
Failed brand safety ads Metric
The number of ads that failed brand safety checks.
First Quartile Ads Metric
Number of video ads that played to 25% of video length with no Invalid Traffic (IVT).
First Quartile Rate (% of Valid Video Ads) Metric
The percentage of valid video ads that played to at least 25% completion.
Format Dimension
The creative format of the ad (e.g., display, video).
Full Screen Plays Metric
The number of video plays that occurred in full-screen mode.
GARM Category Dimension
The content category as classified by the Global Alliance for Responsible Media (GARM) framework, indicating the brand safety suitability of the content where an ad appeared.
GARM Floor Failure Impressions Dimension
The count of ad impressions that failed to meet the Global Alliance for Responsible Media (GARM) brand safety floor standards.
GARM Floor Failures Ads Metric
The number of ads that failed to meet GARM (Global Alliance for Responsible Media) floor standards.
GARM High Risk Ads Metric
The number of ads that failed to meet the Global Alliance for Responsible Media (GARM) floor standards, indicating content considered high risk.
GARM Passed Ads Metric
The number of ads that passed GARM (Global Alliance for Responsible Media) brand safety checks.
GARM Passed Impressions Metric
The number of impressions that passed the GARM (Global Alliance for Responsible Media) standards.
GARM Risk Level Dimension
The level of brand safety risk associated with the content where an ad was displayed, determined according to Global Alliance for Responsible Media (GARM) guidelines.
General Invalid Traffic (GIVT) Ads Metric
Traffic that failed to meet ad quality criteria filtered through and caught by known IP and bot lists.
Gross Eligible Ads Metric
The total number of ads eligible for measurement before any filtering or adjustments.
Gross Measured Ads Metric
The total number of ads that were measured, before any net adjustments.
Gross Unmeasured Ads Metric
The total number of ads that were not measured, before any net adjustments.
Gross eligible impressions Metric
The total number of impressions eligible for measurement before any filtering or adjustments.
Gross measured impressions Metric
The total number of impressions that were measured, before any net adjustments.
Gross measured rate (out of gross eligible ads) Metric
The gross measured rate calculated as a percentage of gross eligible ads.
Gross measured rate (out of gross eligible impressions) Metric
The gross measured rate calculated as a percentage of gross eligible impressions.
Gross unmeasured impressions Metric
The total number of impressions that were not measured, before any net adjustments.
Gross unmeasured rate (out of gross eligible ads) Metric
The gross unmeasured rate calculated as a percentage of gross eligible ads.
Gross unmeasured rate (out of gross eligible impressions) Metric
The gross unmeasured rate calculated as a percentage of gross eligible impressions.
Hate Speech Ads Metric
The number of ads categorized as 'Hate Speech Ads' based on brand safety criteria.
Hidden Ads (SIVT) Metric
The number of ads that IAS detected as Hidden Ads, which have no chance of ever being seen by humans.
IAS Campaign Dimension
The name of the Integral Ad Science campaign.
IAS Campaign ID Dimension
The unique identifier for the Integral Ad Science campaign.
IAS Placement Id Dimension
Unique identifier for the placement as defined within the IAS system.
Illegal Downloads Ads Metric
The number of ads categorized as 'Illegal Downloads Ads' based on brand safety criteria.
Impressions Metric
The total number of times an ad was displayed. This is a foundational metric for digital advertising.
In-View 1-2 seconds Metric
The number of impressions that were in-view for 1 to 2 seconds.
In-View 10-15 seconds Metric
The number of impressions that were in-view for 10 to 15 seconds.
In-View 15-20 seconds Metric
The number of impressions that were in-view for 15 to 20 seconds.
In-View 2-5 seconds Metric
The number of impressions that were in-view for 2 to 5 seconds.
In-View 20-25 seconds Metric
The number of impressions that were in-view for 20 to 25 seconds.
In-View 25-30 seconds Metric
The number of impressions that were in-view for 25 to 30 seconds.
In-View 30-35 seconds Metric
The number of impressions that were in-view for 30 to 35 seconds.
In-View 35-40 seconds Metric
The number of impressions that were in-view for 35 to 40 seconds.
In-View 40-45 seconds Metric
The number of impressions that were in-view for 40 to 45 seconds.
In-View 45-50 seconds Metric
The number of impressions that were in-view for 45 to 50 seconds.
In-View 5-10 seconds Metric
The number of impressions that were in-view for 5 to 10 seconds.
In-View <1 second Metric
The number of impressions that were in-view for less than 1 second.
In-View > 50 seconds Metric
The number of impressions that were in-view for more than 50 seconds.
Incentivized Browsing (RVI) Ads Metric
The number of ads where interaction was driven by payment or benefits, usually not by an advertiser-targeted audience.
Invalid Traffic Metric
The number of ads that IAS detected as invalid traffic.
Invalid Traffic % Metric
The percentage of impressions identified as Invalid Traffic.
Invalid Traffic Ads Metric
The number of ads that IAS detected as invalid traffic.
Invalid Traffic Ads Rate Metric
The rate of ads identified as invalid traffic.
Invalid Traffic Rate Metric
The rate at which ads are identified as invalid traffic.
Inventory Type Dimension
The type of inventory where the ad was displayed (e.g., app, web, CTV).
Invisible URL % Metric
The percentage of ads served on URLs that were not visible to the user.
Invisible URL Ads Metric
The number of ads marked as failed because IAS did not detect the top level page where the ad was served.
MFA Ads Metric
The number of ads identified as Made For Advertising (MFA) content.
MFA Rate Metric
The rate of ads identified as Made For Advertising (MFA) content.
Measured Ads Metric
The number of ads for which IAS was able to collect viewability data.
Measured Ads (100% iv, 1s display, 5s or 50% ad video) Metric
The number of ads that met the viewability standard of 100% in view for 1 second for display ads, or 5 seconds or 50% of the ad video duration for video ads.
Measured Ads (70% in view, 2 sec display, 5 sec video) Metric
The count of unblocked ads for which Integral Ad Science successfully collected viewability data, after removing invalid traffic, considering ads where 70% of the ad was in view for 2 continuous seconds for display ads and 5 continuous seconds for video ads.
Measured Ads (Fully in View, 1s display, 3s video) Metric
The number of ads that met the viewability standard of fully in view for 1 second for display ads, and 3 seconds for video ads.
Measured Ads (GroupM) Metric
The number of ads measured according to GroupM's viewability standard.
Measured Ads (Video, 50% in view, 50% of duration) Metric
The number of video ads measured based on specific criteria: 50% in view and 50% of video duration played.
Measured Impressions Metric
IAS defines this as any impression where the IAS verification tag (JavaScript or VPAID) successfully initialized and completed its analysis.
Measured Rate Metric
The rate of ads that were measured for viewability.
Measured Rate (100% iv, 1s display, 5s or 50% ad video) Metric
The rate at which ads meeting the specified criteria (100% in view, 1 second display, 5 seconds or 50% of ad video played) were successfully measured for viewability.
Measured Rate (70% in view, 2 sec display, 5 sec video) Metric
The rate at which ads meeting the specified criteria (70% in view, 2 seconds display, 5 seconds video played) were successfully measured for viewability.
Measured Rate (Fully in View, 1s display, 3s video) Metric
The rate at which ads meeting the specified criteria (fully in view, 1 second display, 3 seconds video played) were successfully measured for viewability.
Measured Rate (GroupM) Metric
The rate of ads measured according to GroupM's viewability standard.
Measured Rate (Video, 50% in view, 50% of duration) Metric
The rate of video ads measured based on specific criteria: 50% in view and 50% of video duration played.
Measured Rate (out of Ads) Metric
The rate of ads that were measured for viewability, calculated as a percentage of total ads.
Measured Rate (out of eligible impressions) Metric
The measured rate calculated as a percentage of eligible impressions.
Media partner Dimension
The name of the media partner associated with the ad.
Media partner Id Metric
Unique identifier for the media partner.
Net Eligible Ads For Viewability Measurement Metric
The number of ads eligible for viewability measurement after applying any net adjustments.
Net Impressions Metric
The impression count based on begin-to-render, with General Invalid Traffic (GIVT) filtration applied.
Net Measured Ads Metric
The number of ads that were measured after applying any net adjustments.
Net Measured Rate (Out Of Net Eligible Impressions) Metric
The net measured rate calculated as a percentage of net eligible impressions.
Net Measured Rate (out of net eligible ads) Metric
The net measured rate calculated as a percentage of net eligible ads.
Net Measured Rate (out of net eligible impressions) Metric
The net measured rate calculated as a percentage of net eligible impressions.
Net Unmeasured Rate (out of net eligible ads) Metric
The net unmeasured rate calculated as a percentage of net eligible ads.
Net Unmeasured Rate (out of net eligible impressions) Metric
The net unmeasured rate calculated as a percentage of net eligible impressions.
Net eligible impressions for viewability measurement Metric
The number of impressions eligible for viewability measurement after applying any net adjustments.
Net measured impressions Metric
The number of impressions that were measured after applying any net adjustments.
Net measured rate (out of gross eligible ads) Metric
The net rate of ads that were successfully measured for viewability, calculated out of the total gross eligible ads.
Net measured rate (out of gross eligible impressions) Metric
The net rate of impressions that were successfully measured for viewability, calculated out of the total gross eligible impressions.
Net not viewable rate (out of net measured ads) Metric
The net rate of ads that were measured but determined not to be viewable, calculated out of the net measured ads.
Net viewable ads Metric
The number of ads identified as viewable after applying any net adjustments.
Net viewable impressions Metric
CTV impressions from certified fully on screen sources that met the two-second length based on the quartiles received, with General Invalid Traffic (GIVT) filtration applied.
Non-Quality Invalid Traffic Ads Metric
The number of ads that failed for Quality Impressions due to a failed Invalid Traffic check.
Non-Quality Not Viewable Ads Metric
The number of ads that failed for Quality Impressions due to a failed Viewability check.
Non-Quality Out of Geo Ads Metric
The number of ads that failed for Quality Impressions due to a failed Geo check.
Non-quality ads Metric
The number of ads that failed for Quality Impressions.
Non-quality blocked ads Metric
The number of ads that failed for Quality Impressions that were blocked.
Non-quality rate Metric
The rate of impressions that are deemed non-quality, including factors like failed brand safety, invalid traffic, or not viewable.
Not Viewable Ads Metric
Number of ads that failed to meet the requirement for Viewable Impressions, but were Valid Traffic.
Not Viewable Ads (100% iv, 1s display, 5s or 50% ad video) Metric
The number of measured ads that did not meet the specified viewability criteria (100% in view, 1 second display, 5 seconds or 50% of ad video played).
Not Viewable Ads (70% in view, 2 sec display, 5 sec video) Metric
The number of measured ads that did not meet the specified viewability criteria (70% in view, 2 seconds display, 5 seconds video played).
Not Viewable Impressions Metric
The number of impressions that were not viewable.
Not Viewable Rate (100% iv, 1s display, 5s or 50% ad video) Metric
The rate of measured ads that were not viewable, based on the specified criteria (100% in view, 1 second display, 5 seconds or 50% of ad video played).
Not Viewable Rate (out of measured ads) Metric
The rate of ads identified as not viewable, calculated as a percentage of measured ads.
Not viewable ads Metric
The number of ads that were not viewable.
Offensive Language Ads Metric
The number of ads categorized as 'Offensive Language Ads' based on brand safety criteria.
Out of Geo % Metric
The percentage of impressions served outside the intended geographic target.
Out of Geo Ads Metric
The number of ads marked as failed for being served outside of the target geographic location.
Pass Rate Metric
The percentage of impressions that passed brand safety checks.
Passed Ads Metric
Number of ads that align with firewall parameters.
Placement Dimension
The location where an ad will be placed.
Placement Id Dimension
A unique identifier for the ad placement.
Possible Play Time of Played Videos Dimension
The total potential playback time for all videos that were played.
Proxy Server (RVI) Ads Metric
The number of ads that IAS detected as Proxy Servers, a computer network service that can enable bots to hide their true identity and location.
Quality impressions Metric
Number of impressions that were deemed viewable, brand safe, invalid traffic-free, and in-geo.
Quality impressions rate Metric
The rate of impressions that meet defined quality criteria.
Quality impressions, Video, 50% in view, 50% of duration Viewability Metric
The number of video impressions that passed all selected quality criteria, including the viewability standard of 50% in view for 50% of the video's duration.
Reduced Value Inventory (RVI) Ads Metric
Traffic which IAS flagged as being generated in a way counter to the advertiser's interests.
Second Quartile Ads Metric
Number of video ads that played to 50% of video length with no Invalid Traffic (IVT).
Second Quartile Rate (% of Valid Video Ads) Metric
The percentage of valid video ads that played to at least 50% completion.
See-Through Ads Metric
The number of ads where IAS identified the top-level of a domain.
See-Through Rate Metric
The rate of impressions identified as 'see-through' due to various technical or ad fraud reasons.
Site Dimension
The domain or URL where the ad was displayed.
Sophisticated Invalid Traffic (SIVT) Ads Metric
Traffic that failed to meet proprietary and sophisticated invalid traffic detection criteria.
Start Date Dimension
The start date for the reporting period.
Target Language Mismatch % Metric
The percentage of impressions where the ad's language did not match the target language.
Target Language Mismatch Ads Metric
The number of ads marked as failed for language-targeting.
Team Id Dimension
Unique identifier for the team associated with the campaign.
Team Name Dimension
The name of the team associated with the campaign.
Third Quartile Ads Metric
Number of video ads that played to 75% of video length with no Invalid Traffic (IVT).
Third Quartile Rate (% of Valid Video Ads) Metric
The percentage of valid video ads that played to at least 75% completion.
Total Billable Ads Metric
The total number of ads that are considered billable.
Total Creative Duration Metric
The total duration of the creative used in the ad.
Total Eligible Ads For Brand Safety Metric
The total number of ads that were eligible for Brand Safety measurement.
Total Eligible Ads for Brand Safety & Suitability Metric
The total number of ads eligible for brand safety and suitability measurement.
Total Eligible Impressions For Brand Safety Metric
The total number of impressions eligible for brand safety analysis.
Total Eligible Impressions for Brand Safety Metric
The total number of ad impressions that were eligible to be evaluated against brand safety and suitability criteria.
Total Impressions Metric
The total number of times an ad was displayed.
Total Net Impressions Metric
This is the total number of impressions recorded by the integrated ad server (like Google Campaign Manager 360 or The Trade Desk) that were passed into the IAS system.
Total Rendered Impressions Metric
The total number of impressions that were rendered.
Total Time in View Metric
The aggregate duration, in seconds, that an ad was actively in the user's viewport.
Total Tracked Ads Metric
The total number of ads that IAS was able to track.
Unblocked Invalid Traffic Metric
The number of ads that IAS detected as invalid traffic that were not blocked.
Unknown player state ads Metric
All eligible video impressions for viewability for which the player status is unknown.
Unmeasured Ads Metric
The number of ads in a campaign not blocked but for which IAS was unable to make a viewability or invalid traffic measurement.
Unmeasured Ads (100% iv, 1s display, 5s or 50% ad video) Metric
Represents the number of ad impressions for which viewability could not be measured by Integral Ad Science, under the specific criteria of 100% in-view for at least 1 second, or 5 seconds of video playback, or 50% of video ad duration.
Unmeasured Ads (70% in view, 2 sec display, 5 sec video) Metric
Represents the number of ad impressions for which viewability could not be measured by Integral Ad Science, under the specific criteria of 70% in-view for at least 2 seconds, or 5 seconds of video playback.
Unmeasured Impressions Metric
The number of impressions that were not measured.
Unmeasured Rate Metric
The rate of ads or impressions that were not measured.
Unmeasured Rate (100% iv, 1s display, 5s or 50% ad video) Metric
Represents the percentage of total ad impressions for which viewability could not be measured by Integral Ad Science, under the specific criteria of 100% in-view for at least 1 second, or 5 seconds of video playback, or 50% of video ad duration.
Unmeasured Rate (70% in view, 2 sec display, 5 sec video) Metric
Represents the percentage of total ad impressions for which viewability could not be measured by Integral Ad Science, under the specific criteria of 70% in-view for at least 2 seconds, or 5 seconds of video playback.
Valid Traffic Metric
The number of ads that IAS did not detect as invalid traffic.
Valid Traffic Rate Metric
The rate of traffic identified as valid, excluding any invalid traffic.
Valid Video Ads Metric
Video ads with no Invalid Traffic (IVT).
Valid Viewable Video Ads Metric
The number of valid video ads that were deemed viewable.
Valid Viewable Video Impressions Metric
Number of Viewable Video Impressions with all Invalid Traffic (IVT) removed.
Viewable Completed Impressions Metric
The number of viewable impressions where the video ad played to 100% completion.
Viewable Completion Rate (% of Valid Viewable Video Ads) Metric
The percentage of valid viewable video ads that played to 100% completion.
Viewable Completion Rate (% of Valid Viewable Video Impressions) Metric
The percentage of valid viewable video impressions that played to 100% completion.
Viewable First Quartile Impressions Metric
The number of viewable impressions where the video ad played past the 25% mark.
Viewable First Quartile Rate (% of Valid Viewable Video Ads) Metric
The percentage of valid viewable video ads that played to at least 25% completion.
Viewable First Quartile Rate (% of Valid Viewable Video Impressions) Metric
The percentage of valid viewable video impressions that played to at least 25% completion.
Viewable Impressions Metric
The ability for an ad to be seen by a consumer. To be considered viewable, an ad must meet the minimum requirements in the MRC guidelines.
Viewable Impressions (100% iv, 1s display, 5s or 50% ad video) Metric
The number of impressions that were viewable according to the specified criteria (100% in view, 1 second display, 5 seconds or 50% of ad video played).
Viewable Impressions (70% in view, 2 sec display, 5 sec video) Metric
The count of impressions that meet specific viewability criteria: at least 70% of the ad's pixels were in view for a minimum of 2 consecutive seconds for display ads, or 5 consecutive seconds for video ads. This metric provides a tangible measure of ad exposure to actual consumers.
Viewable Impressions (Fully in View, 1s display, 3s video) Metric
The number of impressions that were viewable according to the specified criteria (fully in view, 1 second display, 3 seconds video played).
Viewable Impressions (GroupM) Metric
The number of viewable impressions according to GroupM standards.
Viewable Impressions (Video, 50% in view, 50% of duration) Metric
The number of video impressions that were in view for at least 50% of the ad for 50% of its duration, excluding invalid traffic.
Viewable Rate (100% iv, 1s display, 5s or 50% ad video) Metric
The rate of impressions that were viewable according to the specified criteria (100% in view, 1 second display, 5 seconds or 50% of ad video played).
Viewable Rate (70% in view, 2 sec display, 5 sec video) Metric
The rate of impressions that were viewable according to the specified criteria (70% in view, 2 seconds display, 5 seconds video played).
Viewable Rate (out of measured ads) Metric
The rate of viewable ads calculated as a percentage of measured ads.
Viewable Rate (out of measured impressions) Metric
The rate of viewable impressions calculated as a percentage of measured impressions.
Viewable Second Quartile Impressions Metric
The number of viewable impressions where the video ad played past the 50% mark.
Viewable Second Quartile Rate (% of Valid Viewable Video Ads) Metric
The percentage of valid viewable video ads that played to at least 50% completion.
Viewable Second Quartile Rate (% of Valid Viewable Video Impressions) Metric
The percentage of valid viewable video impressions that played to at least 50% completion.
Viewable Third Quartile Impressions Metric
The number of viewable impressions where the video ad played past the 75% mark.
Viewable Third Quartile Rate (% of Valid Viewable Video Ads) Metric
The percentage of valid viewable video ads that played to at least 75% completion.
Viewable Third Quartile Rate (% of Valid Viewable Video Impressions) Metric
The percentage of valid viewable video impressions that played to at least 75% completion.
Violence Ads Metric
The number of ads categorized as 'Violence Ads' based on brand safety criteria.
actualPlayTime Metric
The actual duration an ad was played.
adId Metric
The unique identifier for the ad.
adName Metric
The name of the ad creative or placement.
adSetId Metric
The unique identifier for the ad set.
adSetName Metric
The name of the ad set.
blockableNonQualifiedAds Metric
The number of non-quality ads that were blocked, indicating impressions that did not meet specific quality criteria and were prevented from being displayed.
blockedImps Metric
The total number of impressions that were blocked
blockedNonQualifiedPct Metric
The percentage of non-qualified ads that were blocked, relative to a relevant total, indicating the proportion of ads prevented from display due to not meeting quality standards.
blockedPct Metric
The percentage of impressions that were blocked
blockedRate Metric
The percentage of ads that were blocked due to failing brand safety or suitability checks.
blockedRateChangeRate Metric
The rate of change in the percentage of ads that were blocked due to failing brand safety or suitability checks.
campaignId Metric
The ID for the campaign displayed only if groups includes 'camp'
campaignName Metric
The name of the advertising campaign.
creativeId Metric
The unique identifier for the creative used in the ad.
creativeName Metric
The name or identifier of the creative used in the ad.
date Dimension
The specific date for which the data is reported.
dsp Dimension
The name of the Demand-Side Platform (DSP) where the ad campaign is managed.
eligibleForQualifiedAds Metric
The number of ads that were eligible to be considered as qualified impressions.
eligibleForQualifiedPct Metric
The percentage of ads that were eligible to be considered as qualified impressions.
failedByContentImps Metric
The number of impressions that were failed for content reasons
failedByContentPct Metric
The percentage of failed by content impressions with regard to the total eligible impressions
failedByFraudImps Metric
The number of impressions that failed due to fraudulent activity.
failedByFraudPct Metric
The percentage of impressions that failed due to fraudulent activity.
failedByGeoImps Metric
The number of impressions that failed because they were served outside the target geographic location.
failedByGeoPct Metric
The percentage of impressions that failed because they were served outside the target geographic location.
failedByKeywordImps Metric
The number of impressions that were failed because of keywords
failedByKeywordPct Metric
The percentage of impressions that failed due to keyword exclusion rules defined by the advertiser.
failedByLanguageImps Metric
The number of impressions that failed for language reasons
failedByLanguagePct Metric
The percentage of 'failed because of language' impressions with regard to the total eligible impressions
failedByUrlImps Metric
The number of impressions that were failed because of a URL
failedByUrlPct Metric
The percentage of impressions that failed due to URL/App exclusion list defined by the advertiser.
failedByVisibilityImps Metric
The number of impressions that failed for visibility
failedByVisibilityPct Metric
The percentage of failed by visibility impressions with regard to the total eligible impressions
failedImps Metric
The number of impressions that failed brand safety checks
failedPct Metric
The percentage of failed impressions with regard to the total number of eligible impressions
fbCampaignId Metric
The unique identifier for the Facebook campaign.
fb_impressions Metric
The number of Facebook impressions.
fb_impressions % total Metric
The percentage of Facebook impressions out of the total impressions.
fb_impressions_total Metric
The total number of Facebook impressions.
fraudulentBlockedImps Metric
The number of fraudulent, blocked impressions
fraudulentBlockedPct Metric
The percentage of fraudulent, blocked impressions
fraudulentImps Metric
The total number of fraudulent impressions which includes sophisticated and general invalid traffic but does not include incentivized browsing traffic
fraudulentPct Metric
The percentage of impressions identified as fraudulent.
fraudulentUnblockedImps Metric
The number of fraudulent impressions that were not blocked.
fraudulentUnblockedPct Metric
The percentage of fraudulent impressions that were not blocked.
fullViewValidImps Metric
The number of impressions that were fully in view and considered valid, meaning they were delivered to real users in appropriate and fraud-free environments.
fullViews Metric
The number of times a video ad played to completion.
givtImps Metric
The number of general invalid traffic (GIVT) impressions identified through basic means which all ad tech
givtPct Metric
The percentage of GIVT impressions
grossImps Metric
All unblocked ads, including Sophisticated Invalid Traffic (SIVT) and General Invalid Traffic (GIVT).
groupMViews Metric
Represents viewable impressions specifically tracked and reported for GroupM campaigns, aligning with GroupM's proprietary viewability standards. Integral Ad Science provides specialized metrics for GroupM to measure the visibility of digital advertisements.
hiddenAdsImps Metric
The number of impressions for hidden ads
hiddenAdsPct Metric
The percentage of hidden ad impressions
iasPlacementId Dimension
IAS placement ID
imps Metric
The total number of ad impressions recorded.
incentivizedBrowsingImps Metric
The number of incentivized browsing impressions, which is traffic generated in a way that is counter to the advertiser's interests, even if not strictly invalid.
incentivizedBrowsingPct Metric
The percentage of incentivized browsing impressions
invalidImps Metric
The total number of ads that IAS detected as invalid traffic.
inventoryType Metric
The type of inventory where the ad was displayed (e.g., app, web, CTV).
locationSpoofingImps Metric
The number of impressions from location spoofing
locationSpoofingPct Metric
The percentage of location spoofing impressions
lsProxyServerImps Metric
The number of location spoofing proxy server impressions
lsProxyServerPct Metric
The percentage of location spoofing proxy server impressions
mediaFormat Dimension
The specific ad format that was displayed (e.g., display, video, etc.).
mediaFormatId Dimension
The ID for viewability by format which is displayed only when groups includes 'mediaFormat'. Possible Values: - 1 (Display) - 2 (Video)
mediaTypeId Metric
An identifier for the specific type of media where an ad was served, such as display, video, or mobile.
mrcViews Metric
The number of views that meet Media Rating Council (MRC) viewability guidelines (50% of pixels visible for 1 second for display or 2 seconds for video).
netEligibleRenderedImps Metric
All unblocked ads that are general invalid traffic (GIVT) free and served in a JavaScript environment where Viewability measurement is possible.
netImpressionDistributionInViewRenderedPct Metric
The net percentage of rendered impressions that were in view.
netImpressionDistributionOutofViewRenderedPct Metric
The net percentage of rendered impressions that were out of view.
netInViewRenderedImps Metric
CTV impressions from certified fully on screen sources that met the two-second length based on the quartiles received, with General Invalid Traffic (GIVT) filtration applied.
netInViewRenderedPct Metric
The percentage of net rendered impressions that were in-view.
netMeasuredRenderedImps Metric
CTV impressions in the campaign delivered to a rendered certified source and active user session, with General Invalid Traffic (GIVT) filtration applied, that have information to calculate viewability.
netMeasuredRenderedPct Metric
The net percentage of rendered impressions that were measured.
netOutOfViewRenderedImps Metric
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, with General Invalid Traffic (GIVT) filtration applied.
netOutOfViewRenderedPct Metric
The percentage of net rendered impressions that were out-of-view.
netRenderedImps Metric
The impression count based on begin-to-render, with General Invalid Traffic (GIVT) filtration applied.
netUnmeasuredRenderedImps Metric
CTV impressions in the campaign delivered to a rendered certified source that do not have enough information to calculate viewability, with General Invalid Traffic (GIVT) filtration applied.
netUnmeasuredRenderedPct Metric
The net percentage of rendered impressions that were unmeasured.
nhtMaskedBotImps Metric
The total number of NHT masked bot impressions. Masked bots go to great lengths to evade detection and obscure activity. Numerous aspects of the browser environment are manipulated.
nhtMaskedBotPct Metric
The percentage of masked bot impressions
nhtNomadicBotImps Metric
The total number of NHT nomadic bot impressions. Nomadic bots use proxy servers or VPNs to hide their network location and are difficult to track with typical user identification techniques.
nhtNomadicBotPct Metric
The percentage of nomadic bot impressions
nhtOtherBotImps Metric
The number of other bot impressions which includes other fraud, including uncommon types of non-human traffic
nhtOtherBotPct Metric
The percentage of other bot impressions
nhtProfileBotImps Metric
The total number of NHT profile bot impressions. Profile bots focus on developing valuable user profiles by spending time on premium sites and evade detection through user agent spoofing and use of public proxy servers.
nhtProfileBotPct Metric
The percentage of non-human traffic (NHT) profile bot impressions. Profile bots focus on developing valuable user profiles by spending time on premium sites and evade detection through user agent spoofing and use of public proxy servers.
nhtSittingDuckBotImps Metric
The total number of non human traffic (NHT) which resides on end-user devices (sitting duck). Detection avoidance pursued through aggressive use of trafficfiltering services falsely claiming to defeat fraud prevention services.
nhtSittingDuckBotPct Metric
The percentage of sitting duck bot impressions
nhtStandardBotImps Metric
The total number of NHT standard bot impressions which includes common strains of Internet Explorer-based malware, primarily on residential computers. The bot's focus is on scale rather than compiling cookies or evading detection
nhtStandardBotPct Metric
The percentage of standard bot impressions
nhtVolunteerBotImps Metric
The total number of NHT volunteer bot impressions which resides in cloud services, allowing 24/7 operations and eliminating load on the machine. Volunteer bots implement basic detection-evasion measures such as user agent spoofing.
nhtVolunteerBotPct Metric
The percentage of volunteer bot impressions
nonFraudulentImps Metric
The number of non-fraudulent impressions
nonFraudulentPct Metric
The percentage of non-fraudulent impressions
nonHumanTrafficImps Metric
The total number of non-human traffic impressions
nonHumanTrafficPct Metric
The percentage of non-human traffic impressions
nonQualifiedAds Metric
The number of ads that failed for Quality Impressions.
nonQualifiedForBrandSafetyAds Metric
The number of ads that failed for Quality Impressions due to a failed Brand Safety check.
nonQualifiedForBrandSafetyPct Metric
The percentage of ads that failed Quality Impressions due to a failed Brand Safety check.
nonQualifiedForFraudAds Metric
The number of ads that failed for Quality Impressions due to a failed Invalid Traffic (fraud) check.
nonQualifiedForFraudPct Metric
The percentage of ads that failed Quality Impressions due to a failed Invalid Traffic (fraud) check.
nonQualifiedForGeoAds Metric
The number of ads that failed for Quality Impressions due to a failed Geo check.
nonQualifiedForGeoPct Metric
The percentage of ads that failed Quality Impressions due to a failed Geo check.
nonQualifiedForViewabilityAds Metric
The number of ads that failed for Quality Impressions due to a failed Viewability check.
nonQualifiedForViewabilityPct Metric
The percentage of ads that failed Quality Impressions due to a failed Viewability check.
nonQualifiedPct Metric
The percentage of ads that failed for Quality Impressions.
passedImps Metric
The number of impressions that passed brand safety checks
passedPct Metric
The percentage of passed impressions with regard to the total eligible impressions
percentage100Pct Metric
The percentage of video ads that played to 100% completion.
percentage25Pct Metric
The percentage of video ads that played to at least 25% of their length.
percentage50Pct Metric
The percentage of video ads that played to at least 50% of their length.
percentage75Pct Metric
The percentage of video ads that played to at least 75% of their length.
percentage95Pct Metric
The percentage of a video ad that was played to at least 95% completion.
percentageFullViews Metric
The percentage of video ads that played to full completion.
percentageGE10s Metric
The percentage of video ads that were in view for greater than or equal to 10 seconds.
percentageGE2s Metric
The percentage of video ads that were in view for greater than or equal to 2 seconds.
percentageImpressions Metric
The percentage of total impressions.
percentageLT2s Metric
The percentage of video ads that were in view for less than 2 seconds.
percentageSuspicious Metric
The percentage of impressions identified as suspicious.
percentageUnplayed Metric
The percentage of video impressions that were not played.
placementId Dimension
Unique identifier for the ad placement.
placementName Dimension
The name of the location where an ad is placed.
placement_duration Metric
The duration of the ad placement.
possiblePlayTimeOfPlayedVideos Metric
The total potential playback time for all videos that were played.
publisherId Metric
Unique identifier for the publisher.
publisherName Metric
The name of the publisher.
qualifiedAds Metric
The number of impressions that were deemed viewable, brand safe, invalid traffic-free, and in-geo.
qualifiedPct Metric
The percentage of impressions that were deemed viewable, brand safe, invalid traffic-free, and in-geo.
rviImps Metric
The number of Reduced Value Inventory (RVI) impressions, such as incentivized browsing traffic, which is traffic that goes against the advertiser's interests.
rviPct Metric
The percentage of reduced value inventory impressions
seeThroughImps Metric
The number of impressions where IAS identified the top-level of a domain.
seeThroughPct Metric
The percentage of impressions where IAS identified the top-level of a domain.
site Dimension
When site is set in the groups query parameter, site is the domain/URL which the name apply.
sivtImps Metric
The number of sophiticated invalid traffic (SIVT); this is traffic which falsifies user, page, or delivery characteristics in such a way as to require specially developed techniques to detect it
sivtPct Metric
The percentage of impressions identified as Sophisticated Invalid Traffic (SIVT).
suspicious Metric
The count of suspicious impressions or activities.
totalAuditedImps Metric
The total number of audited impressions
totalEligibleForBrandSafety Metric
The total number of ads that were eligible for Brand Safety measurement.
totalEligibleForBrandSafetyImps Metric
The total number of impressions that were eligible for Brand Safety measurement.
totalEligibleForFraud Metric
The total number of ads where signals to make an Invalid Traffic (IVT) determination are present.
totalImps Metric
The total count of all impressions served.
totalNetEligibleImps Metric
The total number of in view impressions with all invalid traffic removed that were not blocked
totalNetEligibleRenderedImps Metric
The total number of net rendered impressions eligible for viewability measurement.
totalNetImpressionDistributionInViewRenderedPct Metric
The total net percentage of rendered impressions that were in view.
totalNetImpressionDistributionOutOfViewRenderedPct Metric
The total net percentage of rendered impressions that were out of view.
totalNetInViewImps Metric
The total number of net in-view impressions.
totalNetInViewPct Metric
The total percentage of net in-view impressions.
totalNetInViewRenderedImps Metric
The total number of net rendered impressions that were in-view.
totalNetInViewRenderedPct Metric
The total percentage of net rendered impressions that were in-view.
totalNetMeasuredImps Metric
The total number of net measured impressions.
totalNetMeasuredPct Metric
Measured impressions as a percentage of total eligible impressions with all invalid traffic removed
totalNetMeasuredRenderedImps Metric
The total number of net measured rendered impressions.
totalNetMeasuredRenderedPct Metric
The total net percentage of rendered impressions that were measured.
totalNetOutOfViewImps Metric
The number of out of viewable impressions including flagged impressions not in view
totalNetOutOfViewPct Metric
Percentage of out of view impressions over measured impressions
totalNetOutOfViewRenderedImps Metric
The total number of net rendered impressions that were out-of-view.
totalNetOutOfViewRenderedPct Metric
The total percentage of net rendered impressions that were out-of-view.
totalNetRenderedImps Metric
Open Web: Gross impressions with GIVT Rendered Impressions and SIVT Rendered Impressions removed. Meta/Youtube ADH - Gross impressions with GIVT+ Impressions removed.
totalNetUnmeasuredImps Metric
The total number of net unmeasured impressions.
totalNetUnmeasuredPct Metric
The total percentage of net unmeasured impressions.
totalNetUnmeasuredRenderedImps Metric
The total number of net unmeasured rendered impressions.
totalNetUnmeasuredRenderedPct Metric
The total net percentage of rendered impressions that were unmeasured.
totalTrackedAds Metric
The total number of ads that IAS was able to track.
unblockedImps Metric
The total number of impressions that were not blocked. This includes general and sophisticated invalid traffic.
unblockedImpsPct Metric
The percentage of impressions that were not blocked. This includes general and sophisticated invalid traffic.
validImps Metric
Impressions identified as valid, excluding any invalid traffic.
videoViews100Pct Metric
The number of video views that reached 100% completion.
videoViews10s Metric
The number of video views that played for at least 10 seconds.
videoViews25Pct Metric
The number of video views that reached 25% completion.
videoViews50Pct Metric
The number of video views that reached 50% completion.
videoViews75Pct Metric
The number of video views that reached 75% completion.
videoViews95Pct Metric
The number of video views that reached 95% completion.
videoViewsUnplayed Metric
The number of video impressions that were not played.
video_quartile_25_views_by_platform Metric
The number of video views that reached 25% completion, broken down by platform.
video_quartile_50_views_by_platform Metric
The number of video views that reached 50% completion, broken down by platform.
video_quartile_75_views_by_platform Metric
The number of video views that reached 75% completion, broken down by platform.
zeroZeroValidImps Metric
The total number of unblocked ad impressions in the campaign, with all detected invalid traffic removed, for which Integral Ad Science was able to collect viewability or audibility data.
zeroZeroViews Metric
The count of ad views that meet specific 'zeroZero' measurement thresholds or conditions.