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DoubleVerify (DV) pre-bid segments

Review the pre-bid inventory segments that your campaigns can target; and learn the differences between avoidance and inclusion targeting.

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Written by Team IQM
Updated over a week ago

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DV pre-bid segments overview

When you bid on an ad placement, verification partners like DoubleVerify (DV) determine whether or not it’s appropriate for the brand based on a predetermined set of criteria that you define. These predetermined rules can apply to several factors including fraud and invalid traffic (IVT), brand safety, and viewability. Review Fraud, brand safety, and viewability pre-bid targeting overview for more information about these pre-bid categories, and refer to the IQM platform for each segment’s current pricing details.

DV pre-bid segments descriptions

Fraud and invalid traffic (IVT) segments

DV identifies a range of IVT behaviors including fraud bots, non-human data center traffic, hijacked devices, and emulators. Target DV fraud and IVT segments to exclude sites or apps based on the percentage of fraud or IVT detected, ranging from insufficient data to 100% IVT. You can also exclude them based on the specific type of invalid traffic, such as sites with high fraud percentages or impressions with missing IP addresses.

Targeting Type

Segment Name

Segment Description

Avoidance targeting by site/app

Sites/Apps with Insufficient Fraud & IVT Stats

Sites or Apps where DV does not have sufficient fraud and invalid traffic stats to classify.

Avoidance targeting by site/app

Sites/Apps with >= 2% Fraud & IVT

Sites or Apps with greater than or equal to 2% traffic classified as fraud or invalid traffic.

Avoidance targeting by site/app

Sites/Apps with >= 4% Fraud & IVT

Sites or Apps with greater than or equal to 4% traffic classified as fraud or invalid traffic.

Avoidance targeting by site/app

Sites/Apps with >= 6% Fraud & IVT

Sites or Apps with greater than or equal to 6% traffic classified as fraud or invalid traffic.

Avoidance targeting by site/app

Sites/Apps with >= 8% Fraud & IVT

Sites or Apps with greater than or equal to 8% traffic classified as fraud or invalid traffic.

Avoidance targeting by site/app

Sites/Apps with >= 10% Fraud & IVT

Sites or Apps with greater than or equal to 10% traffic classified as fraud or invalid traffic.

Avoidance targeting by site/app

Sites/Apps with >= 25% Fraud & IVT

Sites or Apps with greater than or equal to 25% traffic classified as fraud or invalid traffic.

Avoidance targeting by site/app

Sites/Apps with >= 50% Fraud & IVT

Sites or Apps with greater than or equal to 50% traffic classified as fraud or invalid traffic.

Avoidance targeting by site/app

Sites/Apps with >= 75% Fraud & IVT

Sites or Apps with greater than or equal to 75% traffic classified as fraud or invalid traffic.

Avoidance targeting by site/app

Fraudulent Sites/Apps (100% Invalid Traffic)

Sites or Apps presently or historically associated with ad impression fraud including, but not limited to, indications of impression laundering, hidden ads, nonhuman bot traffic, and Sites or Apps that don’t contain any ads.

Avoidance targeting by impression

Data request has invalid or missing IP address

Data request has invalid or missing IP address

Avoidance targeting by impression

Data request has invalid or missing User-Agent

Data request has invalid or missing User-Agent

Avoidance targeting by impression

Fraud & Invalid Traffic Devices (Bots, Data Center, Hijacked Devices, Emulators, and GIVT)

IDV has previously identified impressions running in browsers controlled by a nonhuman bot or another invalid traffic source such as a nonhuman data center traffic, hijacked device, or mobile emulator.

Brand safety and suitability segments

DV brand safety and suitability segments identify impressions for exclusion targeting based on a variety of brand safety categories. Target these segments to exclude sites or apps based on their risk level, ranging from moderate to severe, age rating, or consumer-review rating. You can also exclude them based on whether the content is unknown or unrated, or related to copyright infringement or malware.

Targeting Type

Segment Name

Segment Description

Avoidance targeting of unknown inventory

Unknown Brand Suitability

DV has no classification information about the page (i.e., no avoidance or contextual categories) or the auction does not contain a web page URL or bundle ID/App ID that can be evaluated for brand suitability. This segment is made available to maximize the brand suitability protection for especially cautious bidders by allowing them to exclude impressions when brand suitability is unknown.

Avoidance targeting of severe content

Aggregated: All Severe Content

Group of the most explicit and commonly-used DV avoidance categories.

Avoidance targeting of severe content

Adult & Sexual - High Risk

Content involving adult and sexual topics that may be inappropriate for children including sexual themes, sexually suggestive images, nudity, and pornography. This segment includes pornography and the depiction of sexual acts and nudity; graphic description of sexual acts; discussion of adult themes and sexual acts in user-generated and/or unmoderated content; and irresponsible treatment of sexual harassment or sex crimes.

Avoidance targeting of severe content

Alcohol - High Risk

Content that facilitates or discusses the consumption of alcohol including the promotion or irresponsible treatment of underage drinking, binge drinking, alcoholism, drunk driving, illegal sale/production of alcohol; and discussion of alcohol in user-generated content and/or unmoderated content.

Avoidance targeting of severe content

Aviation Disasters - High Risk

Content about catastrophic events involving aviation including both accidental and intentional acts such as hijackings and other attacks, runway accidents, or events that lead to downed aircrafts. This segment includes the irresponsible treatment of aviation disaster events (e.g., jokes about crashes) and discussion of aviation disasters in user-generated content and/or unmoderated content.

Avoidance targeting of severe content

Crime - High Risk

Content about actions that are illegal or harmful to the general public, and generally forbidden by law (not specific to a jurisdiction). This includes criminal actions and allegations.The segment includes promotion or irresponsible treatment of crime, discussions of serious violent crime in user-generated or unmoderated content, and guides and instructions on performing crimes. Financial and/or political crimes are not included within the category.

Avoidance targeting of severe content

Death & Injuries - High Risk

Content that discusses or depicts all manners of death, severe injury, and medical emergencies. The category includes content related to specific instances of death and severe injury, as well as general discussion of these topics. This segment includes explicit, graphic depictions of death and severe injury; discussion of death and injury in user-generated or unmoderated content, and irresponsible treatment of instances of death and injury.

Avoidance targeting of severe content

Drug Abuse - High Risk

Content about drug use including the use of illegal drugs and abuse of prescription/OTC drugs. This includes content about drugs, drug-related paraphernalia, and acts performed under the influence of drugs. This segment includes the discussion of illegal drugs in user-generated or unmoderated content, glorification or irresponsible treatment of drugs, and guides and explainers on how to use/acquire illegal drugs.

Avoidance targeting of severe content

Extreme & Graphic

Content which includes extreme or highly graphic treatment of sensitive topic areas. This includes, but is not limited to, the following content: explicit depictions of sexual acts, highly graphic depictions of violence or harm, promotion of illegal activity, facilitation of purchase/consumption of illegal drugs, hate speech, promotion of terrorism, and the facilitation of underage consumption of tobacco or alcohol.

Avoidance targeting of severe content

Hate Speech & Cyberbullying - High Risk

Content related to biased, derogatory, or offensive actions towards any individuals or groups. Content that may incite violence against individuals or groups within a protected class is also within the category.

The overall category is not limited to instances of harmful language or behavior. It also includes content about such language or behavior, such as news coverage about a hate crime or cyberbullying, as well as content about groups that are associated with such activities.

This segment includes content that includes hate speech or derogatory terms in a demeaning, harmful manner; discussion of hate crimes, hate groups, hate speech, discrimination, and cyberbullying in user-generated and/or unmoderated content; content that promotes or glorifies hate groups; and content that provides information on how to commit cyberbullying or hate crimes.

Avoidance targeting of severe content

Human-made Disasters - High Risk

Content about human-made disaster events that are technological, sociological, or environmental with a human cause. Some topics include war, genocide, and industrial accidents. This segment includes the promotion or irresponsible treatment of human-made disasters, and discussion of human-made disasters in user-generated or unmoderated content.

Avoidance targeting of severe content

Incentivized/Malware/Clutter

Content associated with malicious online practices such as malware, viruses, spam, adware, ad clutter and incentivized traffic.

Avoidance targeting of severe content

Inflammatory Politics & News

News and political content associated with or exhibiting inflammatory points of view; potentially fake, unreliable or unsubstantiated information; or significant political intolerance, hateful or threatening rhetoric, or other significantly controversial elements.

Avoidance targeting of severe content

Natural Disasters - High Risk

Content about natural disasters, which are primarily earth- or disease-related harmful events. Topic examples include wildfires, famine, epidemics, and pandemics. This segment includes the irresponsible treatment of natural disaster events, and discussion of natural disasters in user-generated or unmoderated content. Only content about the negative aspects of COVID-19 are included.

Avoidance targeting of severe content

Piracy/Copyright Infringement

Sites and apps presently or historically associated with access to copyrighted material (movies, music, books, etc.) without appropriate controls, licensing, or permission. Access methods include, but are not limited to, streaming, downloads, peer-to-peer and search. The Copyright Infringement category does not in any way characterize the site or app itself as being directly or indirectly engaged in illegal behavior. As used in this category definition, the term Copyright Infringement does not represent legal language as defined in various laws, statutes and ordinances or as conventionally used in courts or other legal proceedings, but rather a custom definition strictly for advertising classification purposes.

Avoidance targeting of severe content

Profanity - High Risk

Content that contains or is about language considered vulgar, obscene, or inappropriate and content about the usage of profanity.

This segment includes any usage of obscene, vulgar, or profane terms in user generated or unmoderated content; and content that contains gratuitous or glamorized usage of obscene, vulgar or profane terms.

Avoidance targeting of severe content

Terrorism - High Risk

Content related to acts of terrorism, terrorist attacks, terrorist organizations, and facilitation of terrorism. This segment includes the promotion or irresponsible treatment of terrorism, content that provides information on how to commit acts of terrorism or join terrorist organizations, and discussion of terrorism in user-generated or unmoderated content.

Avoidance targeting of severe content

Tobacco & eCigarettes - High Risk

Content about tobacco and tobacco products such as cigarettes, cigars, pipes, smokeless tobacco, and tobacco smoking simulators such as e-cigarettes. This includes any aspects of this topic, including health, business, politics, and lifestyle.

This segment includes discussion of how to use, make, or purchase tobacco and e-cigarettes; promotion or irresponsible content about smoking; and discussion of tobacco and e-cigarettes in user-generated or unmoderated content.

Avoidance targeting of severe content

Vehicle Disasters - High Risk

Content related to accidental or intentional vehicle disasters. This includes sea and land vehicles such as boats, buses, cars, and trains. This segment includes irresponsible treatment of vehicle disaster events, and discussion of vehicle disasters in user-generated or unmoderated content.

Avoidance targeting of severe content

Violence - High Risk

Content related to acts of physical harm and weapons that cause physical harm. The category includes content related to both legal and illegal violent subjects such as violent sports, firearms, shootings, violent crime, animal cruelty, and more.

This segment includes promotion or irresponsible treatment of violence and weapons; the offer of weapons for sale or guidance on where/how to purchase weapons; and discussion of violence and weapons in user-generated or unmoderated content.

Avoidance targeting of moderate content

Aggregated: All Moderate Content

This tier groups together the avoidance categories that are more selectively used by advertisers to customize their brand suitability profile.

Avoidance targeting of moderate content

Ad Server

Technology for serving ads online. Sites and apps to which this category is assigned rarely contain content.

Avoidance targeting of moderate content

Adult & Sexual - High & Medium Risk

Content that involves adult and sexual topics that may be inappropriate for children including content containing sexual themes, sexually suggestive images, nudity, and pornography. In addition to High Risk content, this segment also includes discussion of mature themes and sexual acts in news, dramatic depictions, or entertainment content; and depiction of individuals in lingerie or in sexually suggestive poses.

Avoidance targeting of moderate content

Adult & Sexual - High, Medium & Low Risk

Content that involves adult and sexual topics that may be inappropriate for children, including content containing sexual themes, sexually suggestive images, nudity, and pornography. In addition to High Risk and Medium Risk content this segment also includes mature themes discussed in educational, informational, scientific, or academic content; and depiction of individuals in swimsuits without being overtly sexual.

Avoidance targeting of moderate content

Alcohol - High & Medium Risk

Content that facilitates or discusses the consumption of alcohol.

In addition to High Risk content this segment also includes discussion of alcoholism, underage drinking, alcohol-related death/crime, drunk driving, or drinking culture in news, dramatic depictions, or entertainment content, cocktail or alcoholic beverage recipes.

Avoidance targeting of moderate content

Alcohol - High, Medium & Low Risk

Content that facilitates or discusses the consumption of alcohol.

In addition to High Risk & Medium Risk content, this segment also includes discussion of alcohol regulations and/or laws; food recipes that contain alcohol as an ingredient (e.g. penne alla vodka); discussion of responsible consumption of alcohol, hangover/excessive drinking remedies, and/or alcohol-related illness/medical conditions in educational and informational content; and discussion of alcohol and related topics in scientific and academic content.

Avoidance targeting of moderate content

Aviation Disasters - High & Medium Risk

Content about catastrophic events involving aviation. This includes both accidental and intentional acts, such as hijackings and other attacks, as well as runway accidents or events that lead to downed aircrafts. In addition to High Risk content this segment also includes discussion of aviation disasters in educational, informational, scientific, or academic content.

Avoidance targeting of moderate content

Aviation Disasters - High, Medium & Low Risk

Content about catastrophic events involving aviation. This includes both accidental and intentional acts such as hijackings and other attacks, as well as runway accidents or events that lead to downed crafts. In addition to High Risk and Medium Risk content this segment also includes discussion of aviation disasters in news, dramatic depiction, or entertainment content.

Avoidance targeting of moderate content

Celebrity Gossip

Rumor, innuendo, or sensational reports about celebrities. Celebrity gossip has a more salacious tone than celebrity news, which falls under the Entertainment category.

Avoidance targeting of moderate content

Crime - High & Medium Risk

Content about actions that are illegal or harmful to the general public, and generally forbidden by law (not specific to a jurisdiction). This includes actual criminal actions, as well as allegations. Financial and/or political crimes are not included within the category.

In addition to High Risk content this segment also includes: discussion about crime prevention or recovery in educational and informational content; and discussion of crime or criminals in scientific and academic content.

Avoidance targeting of moderate content

Crime - High, Medium & Low Risk

Content about actions that are illegal or harmful to the general public, and generally forbidden by law (not specific to a jurisdiction). This includes actual criminal actions, as well as allegations. Financial and/or political crimes are not included within the category. In addition to High Risk and Medium Risk content this segment also includes discussion of minor, non-violent crime (e.g. trespassing) in user-generated or unmoderated content; and discussion of crime in news, dramatic depiction, or entertainment content.

Avoidance targeting of moderate content

Cults & Survivalism

Sexual practices, dress, or recreation habits which some consumers consider non-mainstream. Sites and apps may not be pornographic but include content that is sexual in nature (i.e., a website about nudists).

Avoidance targeting of moderate content

Death & Injuries - High & Medium Risk

Content which discusses or depicts all manners of death, severe injury, and medical emergencies. The overall category includes content related to specific instances of death and severe injury, as well as general discussion of these topics. In addition to High Risk content, this segment also includes discussion of death and injury in news, dramatic depictions, or entertainment content.

Avoidance targeting of moderate content

Death & Injuries - High, Medium & Low Risk

Content which discusses or depicts all manners of death, severe injury, and medical emergencies.

The overall category includes content related to specific instances of death and severe injury, as well as general discussion of these topics. In addition to High Risk and Medium Risk content, this segment also includes death and injury discussed in educational, informational, scientific, or academic content; content about recovery and treatment of severe injury; and content related to bereavement.

Avoidance targeting of moderate content

Drug Abuse - High & Medium Risk

Content about drug use including use of illegal drugs and abuse of prescription/OTC drugs. This includes content about drugs, related paraphernalia, and acts performed under the influence of drugs. In addition to High Risk content, this segment also includes discussion of illegal drugs and drug abuse in news, dramatic depiction, and entertainment content.

Avoidance targeting of moderate content

Drug Abuse - High, Medium & Low Risk

Content about drug use, including use of illegal drugs and abuse of prescription/OTC drugs. This includes content about drugs, related paraphernalia, and acts performed under the influence of drugs. In addition to High Risk and Medium Risk content, this segment also includes discussion of the effects of drugs or drug recovery in educational, informational, scientific, or academic content.

Avoidance targeting of moderate content

Gambling

Content promoting gambling and betting. This includes strategic guides, bingo, sports betting, and lottery or casino sites and apps. Gambling support groups are not included in this category.

Avoidance targeting of moderate content

Hate Speech & Cyberbullying - High & Medium Risk

Content that is related to biased, derogatory, or offensive actions towards any individuals or groups. Content that may incite violence against individuals or groups within a protected class is also within the category. Note: The overall category is not limited to instances of harmful language or behavior, it also includes content about such language or behavior, such as news coverage about a hate crime or cyberbullying, as well as content about groups that are associated with such activities.

In addition to High Risk content, this segment also includes discussion of hate speech, hate crimes, hate groups, discrimination, and cyberbullying in news, dramatic depiction, and entertainment content.

Avoidance targeting of moderate content

Hate Speech & Cyberbullying - High, Medium & Low Risk

Content that is related to biased, derogatory, or offensive actions towards any individuals or groups. Content that may incite violence against individuals or groups within a protected class is also within the category. Note: The overall category is not limited to instances of harmful language or behavior, it also includes content about such language or behavior, such as news coverage about a hate crime or cyberbullying, as well as content about groups that are associated with such activities.

In addition to High Risk and Medium Risk content, this segment also includes analysis of hate speech, hate groups, discrimination, or cyberbullying in educational, informational, scientific, and academic content; and content about recovery, treatment, and legal rights of victims of hate crimes or cyberbullying.

Avoidance targeting of moderate content

Human-made Disasters - High & Medium Risk

Content about human-made disaster events that are technological, sociological, or environmental with a human cause. Some topics include war, genocide, and industrial accidents. In addition to High Risk content, this segment also includes discussion of human-made disasters in news, dramatic depiction, and entertainment content.

Avoidance targeting of moderate content

Human-made Disasters - High, Medium & Low Risk

Content about human-made disaster events that are technological, sociological, or environmental with a human cause. Some topics include war, genocide, and industrial accidents. In addition to High Risk and Medium Risk content, this segment also includes discussion of human-made disasters in educational, informational, scientific, or academic content.

Avoidance targeting of moderate content

Natural Disasters - High & Medium Risk

Content about natural disasters, which are primarily earth- or disease-related harmful events. Some topics include wildfires, famine, epidemics and pandemics. Note: Only content about the negative aspects of COVID-19 included.

In addition to High Risk content this segment also includes: discussion of natural disasters in news, dramatic depiction, or entertainment content.

Avoidance targeting of moderate content

Natural Disasters - High, Medium & Low Risk

Content about natural disasters, which are primarily earth- or disease-related harmful events. Some topics include wildfires, famine, epidemics and pandemics. Note: Only content about the negative aspects of COVID-19 included.

In addition to High Risk and Medium Risk content, this segment also includes discussion of natural disasters in educational, informational, scientific, or academic content.

Avoidance targeting of moderate content

Negative News: Financial

Content related to negative financial news, such as the mortgage crisis, US/World financial meltdown, poor economic outlook or the recession. Allows financials to avoid content detrimental to their brand.

Avoidance targeting of moderate content

Negative News: Pharmaceutical

Negative content about pharmaceuticals, drug companies, and prescription medication. Content ranges from product recalls and lawsuits to the high cost of medical treatment, high drug prices, drug shortages, as well as prescription-drug overdoses, abuse and side effects. Designed to help pharmaceutical companies avoid stories, articles, or pages that potentially may harm their brand or cause people to perceive them in a bad light.

Avoidance targeting of moderate content

Non-Standard Content: Parking Page

Domains or pages that have been reserved, but for which content has not been developed.

Avoidance targeting of moderate content

Occult

Content about secret or hidden knowledge, including cults, supernatural forces, mythology, occult lore, vampires, witchcraft, mysterious symbols or rituals. Also includes horoscopes.

Avoidance targeting of moderate content

Profanity - High & Medium Risk

Content that contains or is about language considered vulgar, obscene, or inappropriate and content about the usage of profanity.

In addition to High Risk content, this segment also includes content that includes multiple obscene, vulgar, or profane terms, but not gratuitous or glamorized; dramatic depiction content with profanity; and dictionary or thesaurus entries for obscene, vulgar, or profane terms.

Avoidance targeting of moderate content

Profanity - High, Medium & Low Risk

Content that contains or is about language considered vulgar, obscene, or inappropriate and content about the usage of profanity.

In addition to High Risk and Medium Risk content, this segment also includes educational and academic content that discusses profanity, but does not include multiple profanity terms; and news and entertainment content that discusses profanity, but does not include multiple profanity terms.

Avoidance targeting of moderate content

Terrorism - High & Medium Risk

Content related to acts of terrorism, terrorist attacks, terrorist organizations, and facilitation of terrorism. In addition to High Risk content, this segment also includes discussion of terrorism in news, dramatic depiction, and entertainment content.

Avoidance targeting of moderate content

Terrorism - High, Medium & Low Risk

Content related to acts of terrorism, terrorist attacks, terrorist organizations, and facilitation of terrorism. In addition to High Risk and Medium Risk content, this segment also includes discussion of terrorism in educational, informational, scientific, or academic content.

Avoidance targeting of moderate content

Tobacco & eCigarettes - High & Medium Risk

Content about tobacco and tobacco products, such as cigarettes, cigars, pipes, smokeless tobacco, and tobacco smoking simulators such as e-cigarettes. This includes any aspects of this topic, including health, business, politics and lifestyle.

In addition to High Risk content, this segment also includes discussion of tobacco and e-cigarettes in news, dramatic depiction, and entertainment content.

Avoidance targeting of moderate content

Tobacco & eCigarettes - High, Medium & Low Risk

Content about tobacco and tobacco products, such as cigarettes, cigars, pipes, smokeless tobacco, and tobacco smoking simulators such as e-cigarettes. This includes any aspects of this topic, including health, business, politics and lifestyle.

Discussion of tobacco and e-cigarettes in educational, informational, scientific, or academic content.

Avoidance targeting of moderate content

Unmoderated UGC: Forums, Images & Video

User Generated Content via online forums where users communicate directly with each other.

Avoidance targeting of moderate content

Vehicle Disasters - High & Medium Risk

Content related to accidental or intentional vehicle disasters in sea or land vehicles (boats, buses, cars, trains, etc.) Discussion of vehicle disasters in news, dramatic depiction, and entertainment content.

Avoidance targeting of moderate content

Vehicle Disasters - High, Medium & Low Risk

Content related to accidental or intentional vehicle disasters in sea or land vehicles (boats, buses, cars, trains, etc.) Discussion of vehicle disasters in educational, informational, scientific, or academic content.

Avoidance targeting of moderate content

Violence - High & Medium Risk

Content related to acts of physical harm and weapons that cause physical harm. Content related to both legal and illegal violent subjects such as violent sports, firearms, shootings, violent crime, animal cruelty, and more. Discussion of violence and weapons in news content, and dramatic depictions in entertainment content.

Avoidance targeting of moderate content

Violence - High, Medium & Low Risk

Content related to acts of physical harm and weapons that cause physical harm. Content related to both legal and illegal violent subjects such as violent sports, firearms, shootings, violent crime, animal cruelty, and more. Low-risk content related to violence recovery or violence mitigation in educational and informational content; and the discussion of violence in scientific and academic content.

Avoidance targeting of moderate content

Apps with Unrated / Unknown Age Rating

Apps with Unrated / Unknown Age Rating

Avoidance targeting by age rating

Apps rated for Everyone (4+)

Apps rated for Everyone (4+)

Avoidance targeting by age rating

Apps rated for Tweens (9+)

Apps rated for Tweens (9+)

Avoidance targeting by age rating

Apps rated for Teens (12+)

Apps rated for Teens (12+)

Avoidance targeting by age rating

Apps rated for Mature (17+)

Apps rated for Mature (17+)

Avoidance targeting by age rating

Apps rated for Adults Only (18+)

Apps rated for Adults Only (18+)

Avoidance targeting by star rating

Apps with Insufficient User Ratings (<100 Lifetime)

Apps with Insufficient User Ratings (<100 Lifetime)

Avoidance targeting by star rating

Official Apps with rating < 1.5 Stars

Official Apps with rating < 1.5 Stars

Avoidance targeting by star rating

Official Apps with rating < 2 Stars

Official Apps with rating < 2 Stars

Avoidance targeting by star rating

Official Apps with rating < 2.5 Stars

Official Apps with rating < 2.5 Stars

Avoidance targeting by star rating

Official Apps with rating < 3 Stars

Official Apps with rating < 3 Stars

Avoidance targeting by star rating

Official Apps with rating < 3.5 Stars

Official Apps with rating < 3.5 Stars

Avoidance targeting by star rating

Official Apps with rating < 4 Stars

Official Apps with rating < 4 Stars

Avoidance targeting by star rating

Official Apps with rating < 4.5 Stars

Official Apps with rating < 4.5 Stars

Display viewability segments

DV display viewability segments identify impressions based on historical viewability performance relative to all measured impressions. Add DV display viewability segments to target rate-based tiers for specific ad sizes or all ad sizes. A rate-based tier uses historical data to predict whether the site or app will have a viewability rate of a certain percentage or higher.

Targeting Type

Segment Name

Segment Description

Inclusion targeting by IAB viewability performance

Impressions with Insufficient IAB Viewability Performance Data

Impressions where DV does not have sufficient viewability performance statistics for the URL or App, or it can not be targeted (e.g., blinded).

Inclusion targeting by IAB viewability performance

All Sizes - 80% or Higher Viewability Rate

For all creative sizes, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 80% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

All Sizes - 75% or Higher Viewability Rate

For all creative sizes, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 75% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

All Sizes - 70% or Higher Viewability Rate

For all creative sizes, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 70% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

All Sizes - 65% or Higher Viewability Rate

For all creative sizes, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 65% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

All Sizes - 60% or Higher Viewability Rate

For all creative sizes, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 60% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

All Sizes - 55% or Higher Viewability Rate

For all creative sizes, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 55% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

All Sizes - 50% or Higher Viewability Rate

For all creative sizes, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 50% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

All Sizes - 40% or Higher Viewability Rate

For all creative sizes, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 40% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

All Sizes - 30% or Higher Viewability Rate

For all creative sizes, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 30% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Leaderboards - 80% or Higher Viewability

For leaderboards, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 80% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Leaderboards - 75% or Higher Viewability

For leaderboards, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 75% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Leaderboards - 70% or Higher Viewability

For leaderboards, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 70% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Leaderboards - 65% or Higher Viewability

For leaderboards, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 65% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Leaderboards - 60% or Higher Viewability

For leaderboards, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 60% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Leaderboards - 55% or Higher Viewability

For leaderboards, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 55% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Leaderboards - 50% or Higher Viewability

For leaderboards, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 50% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Leaderboards - 40% or Higher Viewability

For leaderboards, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 40% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Leaderboards - 30% or Higher Viewability

For leaderboards, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 30% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Medium Rectangles - 80% or Higher Viewability Rate

For medium rectangles, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 80% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Medium Rectangles - 75% or Higher Viewability Rate

For medium rectangles, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 75% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Medium Rectangles - 70% or Higher Viewability Rate

For medium rectangles, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 70% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Medium Rectangles - 65% or Higher Viewability Rate

For medium rectangles, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 65% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Medium Rectangles - 60% or Higher Viewability Rate

For medium rectangles, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 60% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Medium Rectangles - 55% or Higher Viewability Rate

For medium rectangles, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 55% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Medium Rectangles - 50% or Higher Viewability Rate

For medium rectangles, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 50% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Medium Rectangles - 40% or Higher Viewability Rate

For medium rectangles, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 40% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Medium Rectangles - 30% or Higher Viewability Rate

For medium rectangles, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 30% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Skyscrapers - 80% or Higher Viewability Rate

For skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 80% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Skyscrapers - 75% or Higher Viewability Rate

For skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 75% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Skyscrapers - 70% or Higher Viewability Rate

For skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 70% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Skyscrapers - 65% or Higher Viewability Rate

For skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 65% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Skyscrapers - 60% or Higher Viewability Rate

For skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 60% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Skyscrapers - 55% or Higher Viewability Rate

For skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 55% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Skyscrapers - 50% or Higher Viewability Rate

For skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 50% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Skyscrapers - 40% or Higher Viewability Rate

For skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 40% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Skyscrapers - 30% or Higher Viewability Rate

For skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 30% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Other Sizes - 80% or Higher Viewability Rate

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 80% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Other Sizes - 75% or Higher Viewability Rate

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 75% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Other Sizes - 70% or Higher Viewability Rate

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 70% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Other Sizes - 65% or Higher Viewability Rate

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 65% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Other Sizes - 60% or Higher Viewability Rate

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 60% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Other Sizes - 55% or Higher Viewability Rate

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 55% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Other Sizes - 50% or Higher Viewability Rate

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 50% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Other Sizes - 40% or Higher Viewability Rate

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 40% viewability rate or higher based on the IAB standard.

Inclusion targeting by IAB viewability performance

Other Sizes - 30% or Higher Viewability Rate

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is a rate-based segment used to target the URLs or Apps that have historically achieved a 30% viewability rate or higher based on the IAB standard.

Inclusion targeting by brand exposure duration performance

Impressions with Insufficient BXD Performance Data

Impressions where DV does not have sufficient viewability performance statistics for the URL or App, or it can not be targeted (e.g., blinded).

Inclusion targeting by brand exposure duration performance

All Sizes - 5 Seconds or More Average Duration

For all creative sizes, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 5 seconds or more.

Inclusion targeting by brand exposure duration performance

All Sizes - 10 Seconds or More Average Duration

For all creative sizes, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 10 seconds or more.

Inclusion targeting by brand exposure duration performance

All Sizes - 15 Seconds or More Average Duration

For all creative sizes, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 15 seconds or more.

Inclusion targeting by brand exposure duration performance

Leaderboards - 5 Seconds or More Average Duration

For leaderboards, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 5 seconds or more.

Inclusion targeting by brand exposure duration performance

Leaderboards - 10 Seconds or More Average Duration

For leaderboards, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 10 seconds or more.

Inclusion targeting by brand exposure duration performance

Leaderboards - 15 Seconds or More Average Duration

For leaderboards, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 15 seconds or more.

Inclusion targeting by brand exposure duration performance

Medium Rectangles - 5 Seconds or More Average Duration

For medium rectangles, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 5 seconds or more.

Inclusion targeting by brand exposure duration performance

Medium Rectangles - 10 Seconds or More Average Duration

For medium rectangles, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 10 seconds or more.

Inclusion targeting by brand exposure duration performance

Medium Rectangles - 15 Seconds or More Average Duration

For medium rectangles, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 15 seconds or more.

Inclusion targeting by brand exposure duration performance

Skyscrapers - 5 Seconds or More Average Duration

For skyscrapers, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 5 seconds or more.

Inclusion targeting by brand exposure duration performance

Skyscrapers - 10 Seconds or More Average Duration

For skyscrapers, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 10 seconds or more.

Inclusion targeting by brand exposure duration performance

Skyscrapers - 15 Seconds or More Average Duration

For skyscrapers, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 15 seconds or more.

Inclusion targeting by brand exposure duration performance

Other Sizes - 5 Seconds or More Average Duration

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 5 seconds or more.

Inclusion targeting by brand exposure duration performance

Other Sizes - 10 Seconds or More Average Duration

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 10 seconds or more.

Inclusion targeting by brand exposure duration performance

Other Sizes - 15 Seconds or More Average Duration

For all sizes other than leaderboards, medium rectangles, and skyscrapers, this is an average duration based segment used to target the URLs or Apps that have an average time that 100% of the creative pixels are visible in the browser for 15 seconds or more.

Video viewability segments

DV video viewability segments identify impressions based on historical viewability performance relative to all measured impressions. Add DV display viewability segments to target rate-based tiers for specific ad sizes or all ad sizes. A rate-based tier uses historical data to predict whether the site or app will have a viewability rate of a certain percentage or higher.

Targeting Type

Segment Name

Segment Description

Inclusion targeting by IAB viewability performance

Impressions with Insufficient IAB Viewability Data

Impressions where DV does not have sufficient viewability performance statistics for the URL or URL can not be targeted (e.g., blinded).

Inclusion targeting by IAB viewability performance

80% or Higher Viewability Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 80% or higher viewability rate based on the IAB standard.

Inclusion targeting by IAB viewability performance

75% or Higher Viewability Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 75% or higher viewability rate based on the IAB standard.

Inclusion targeting by IAB viewability performance

70% or Higher Viewability Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 70% or higher viewability rate based on the IAB standard.

Inclusion targeting by IAB viewability performance

65% or Higher Viewability Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 65% or higher viewability rate based on the IAB standard.

Inclusion targeting by IAB viewability performance

60% or Higher Viewability Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 60% or higher viewability rate based on the IAB standard.

Inclusion targeting by IAB viewability performance

55% or Higher Viewability Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 55% or higher viewability rate based on the IAB standard.

Inclusion targeting by IAB viewability performance

50% or Higher Viewability Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 50% or higher viewability rate based on the IAB standard.

Inclusion targeting by IAB viewability performance

40% or Higher Viewability Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 40% or higher viewability rate based on the IAB standard.

Inclusion targeting by IAB viewability performance

30% or Higher Viewability Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 30% or higher viewability rate based on the IAB standard.

Inclusion targeting by fully viewed performance

Impressions with Insufficient Fully Viewed Statistics

Impressions where DV does not have sufficient fully viewed performance statistics for the URL or URL can not be targeted (e.g., blinded).

Inclusion targeting by fully viewed performance

40% or Higher Fully Viewed Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 40% or higher fully viewed rate.

Inclusion targeting by fully viewed performance

35% or Higher Fully Viewed Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 35% or higher fully viewed rate.

Inclusion targeting by fully viewed performance

30% or Higher Fully Viewed Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 30% or higher fully viewed rate.

Inclusion targeting by fully viewed performance

25% or Higher Fully Viewed Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 25% or higher fully viewed rate.

Inclusion targeting by fully viewed performance

20% or Higher Fully Viewed Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 20% or higher fully viewed rate.

Inclusion targeting by fully viewed performance

10% or Higher Fully Viewed Rate

For video, this is a rate-based segment used to target the URLs that have historically achieved a 10% or higher fully viewed rate.

Inclusion targeting by player size tiers

Impressions with Insufficient Player Size Statistics

Impressions where DV does not have sufficient size performance statistics for the URL or App, or it can not be targeted (e.g., blinded).

Inclusion targeting by player size tiers

Sites with 95%+ of Impressions >= 400x300 Player Size

For video, these are sites where DV has observed that at least 95% of video impressions are run in players that are >= 400x300 pixels

Inclusion targeting by player size tiers

Sites with 70%+ of Impressions >= 400x300 Player Size

For video, these are sites where DV has observed that at least 70% of video impressions are run in players that are >= 400x300 pixels

Inclusion targeting by player size tiers

Sites with 25%+ of Impressions >= 400x300 Player Size

For video, these are sites where DV has observed that at least 25% of video impressions are run in players that are >= 400x300 pixels

Inclusion targeting by player size tiers

Sites with 5%+ of Impressions >= 400x300 Player Size

For video, these are sites where DV has observed that at least 5% of video impressions are run in players that are >= 400x300 pixels

Inclusion targeting by CTV “fully on-screen certified” environments

CTV Only - FOS Certified Inventory

For video, these are environments that have been certified to play 100% of pixels on screen, while the TV is on. Only FOS CTV inventory will be targeted

Inclusion targeting by CTV “fully on-screen certified” environments

Blended Mobile/CTV Including FOS Certified Inventory

For video, these CTV environments are FOS certified or awaiting certification. FOS certification indicates that the CTV environment is certified to play 100% of pixels on screen, while the TV is on. Mobile App inventory will also be targeted.

Key terms and concepts

Avoidance targeting

DV’s fraud and invalid traffic (IVT) segments and brand safety and suitability segments use avoidance targeting. Avoidance targeting excludes the content or environments that aren’t aligned with the brand’s image or a campaign’s objectives. When you target these avoidance segments, you help ensure ads don’t show up in places that could harm the brand’s image or reach the wrong audience.

Inclusion targeting

DV’s viewability segments use inclusion targeting. Inclusion targeting aims to include only the URLs and apps that have historically achieved specific viewability performance. When you target these inclusion segments, you help ensure ads have the opportunity to be seen by a user.

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