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. The price for usage exists in the Beeswax UI. Full details below:


Segment Type Description Examples Inventory Type Supported How to target*
Viewability Target sites X% viewability and higher Target 70% viewability or higher for display campaigns Desktop/Mweb display,
web video,
app display
Require   
Brand Safety Exclude sites/apps with risk level
  • High level
  • High or moderate risk

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
Require   
Suspicious Activity Exclude sites/apps with risk Level
  • High risk
  • High or moderate risk
Exclude high risk for suspicious activity Desktop/mweb display,
web video,
in-app display and video
Require   
Content Categories Top level IAB categories: arts, auto, business, etc. Arts, auto, business Desktop/mobile web display, video Include or Exclude
Anti-Fraud  Exclude users (cookies) with high fraudulent activity Exclude users with high fraudulent activity Desktop/mobile web display, video Exclude
IP Anti-Fraud  Segment of IP addresses IAS has deemed 'not suspicious' Include IP addresses that are not suspicious  Desktop display, video 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 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 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’ that can be targeted using ‘exclude’.

Questions about IAS's prebid segments? Please email Beeswax@integralads.com and CC your Beeswax Account Manager.

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