IAS Pre-Bid Targeting
Beeswax has an integration with Integral Ad Science ("IAS") for pre-bid targeting across exchanges. Pre-bid targeting is done through special segments that may be targeted for: viewability, suspicious activity, brand safety, anti-fraud and content categories. Pre-bid segments are based on individual page URLs or app bundles that IAS has determined fit certain criteria.
Segments can be found under the ‘Integral Ad Science’ category in line item segment targeting. Full details below:
|Segment Type||Description||Examples||Inventory Type Supported||Price (CPM)**||How to target*|
|Viewability||Target sites X% viewability and higher||Target 70% viewability or higher for display campaigns|| Desktop/Mweb display,
|Brand Safety|| Exclude sites/apps with risk level
Exclude sites/apps with content: adult, alcohol, illegal content, drug, hate, speech, offensive language, violence
| Exclude high risk for adult content
Exclude high or moderate risk for adult content
| Desktop/Mweb display,
Desktop/Mweb video, mobile in-app
|Suspicious Activity|| Exclude sites/apps with risk Level
||Exclude high risk for suspicious activity|| Desktop/mweb display,
in-app display and video
|Content Categories||Top level IAB categories: arts, auto, business, etc.||Arts, auto, business||Desktop/mobile web display, video||$0.10||Include or Exclude|
|Anti-Fraud||Exclude users (cookies) with high fraudulent activity||Exclude users with high fraudulent activity||Desktop/mobile web display, video||$0.05||Exclude|
|IP Anti-Fraud||Segment of IP addresses IAS has deemed 'not suspicious'||Include IP addresses that are not suspicious||Desktop display, video||$0.05||Require|
|GroupM Viewability||Page URLs which meet GroupM's agency viewability definition (100% viewable for 1 second, for creatives over 242,500 pixels the standard is 50% viewable for 1 second)||Target 70% GroupM viewability or higher for mobile web campaigns||Desktop/mobile web display, video||$0.12||Require|
|Publicis Viewability||Page URLs which meet Publicis' agency viewability definition (100% viewable for 1 second, for creatives over 242,500 pixels the standard is 30% viewable for 1 second)||Target 70% Publicis viewability or higher for mobile web campaigns||Desktop/mobile web display, video||$0.12||Require|
Most IAS pre-bid segments will be targeted with the statement ‘required’. This is selected by default in the UI, and will require that any impressions served will be in that segment, instead of the “Include” logic where all segments are combined with OR logic.
If more than one segment within a category is being targeted (i.e. 2 segments from the brand safety category), then the cost of only one segment's CPM is charged. If more than one segment is targeted in different categories (i.e. a segment in viewability and a segment in brand safety), then the cost will be sum of the CPMs of each type.
Additionally, there is a segment for sites that have not yet been reviewed by IAS, ‘data not available or updated’ with a $0.05 CPM that can be targeted using ‘exclude’.
Questions about IAS's prebid segments? Please email Beeswax@integralads.com and CC your Beeswax Account Manager.