Optimizing campaigns for Verification metrics
If you use third-party verification to validate the brand safety and adfraud protection of your campaigns and you are seeing a higher block or incident rate than what you would expect, here are some suggestions on how to troubleshoot.
As a general best practice, if you need support with the campaign brand safety targeting before the campaign goes live share your brand safety/suitability requirements with your Teads AM:
What tech provider are you using for brand safety measurement/blocking?
What is the brand’s level of tolerance to brand safety risk?
If the brand has custom brand safety/suitability requirements, what are these?
Below you will see specific tips by third-party providers:
Grapeshot:
If you use Grapeshot for brand safety and your MOAT report shows a high unsafe rate, ensure the appropriate level of Grapeshot brand safety protection - based on the brand requirements - is selected for your TAM campaign across all insertions: if uncategorized content needs to be excluded, select Grapeshot High.
If you have specific needs to exclude topics not already covered by Grapeshot brand safety, make sure you communicate these to your Teads AM, who will get a Grapeshot Custom brand safety segment created and applied to your insertions.
Integral Ad Science (IAS):
If you use IAS and your IAS report shows a high brand safety fail/block rate, double-check all insertions of your TAM campaign to ensure that:
The appropriate level of IAS brand safety protection - based on the brand requirements - is selected: if moderate risk inventory is not acceptable for the brand, select IAS High;
Any site exclusion list or geo-targeting applied on the IAS tag is also applied on the TAM targeting.
If the incident/block rate on the IAS report is due to Custom Keywords and/or Brand Suitability, share the keyword list and/or definition of IAS Brand Suitability profile segments with your Teads AM, who will get a Custom brand safety segment created and applied to your insertions.
DoubleVerify & Other Providers:
If you use another provider, for instance, DoubleVerify, and your report/dashboard shows a high brand safety incident/block rate, double-check all insertions of your TAM campaign to ensure that:
At least the Teads Standard level of brand safety protection is applied
If Teads Standard is already applied but the incident/block rate remains above your benchmark, increase the level of protection to Teads High
If the incident/block rate on the third party report is due to custom brand safety settings (for instance a custom keywords blocklist), share the information (keyword list and other) with your Teads AM, who will get a Custom brand safety segment created and applied to your insertions.
If you have followed all the troubleshooting steps above with the help of your Teads AM but are still experiencing issues, get in touch with verification@teads.com.
AD FRAUD
If your third-party verification is showing a higher ad fraud rate above your benchmark, share a detailed report with your Teads AM who will escalate internally for support.
The report should be in a CSV or XLSX format, cover the entire campaign duration to date and show all the available ad fraud metrics split by campaign, day, domain.
