Verification FAQs

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How do I access Verification?

Click the Verification tab in Reporting.

Which ad types are unsupported
Search Ads 360 ads, VPAID ads, and mobile in-app ads are either unsupported or offer limited support in Verification.

In-stream video, VPAID, and in-stream video redirect creatives may have reduced availability for features that rely on VPAID, such as Active View and Campaign Manager Verification, based on how the publisher serves video ads. For these creative types to support measurement, you must have Active View enabled in in-stream video placement settings.

  • In-stream video creatives: Available if the publisher supports VPAID or uses the IMA SDK to serve video ads.

  • In-stream video redirect creatives: Available if the publisher supports VPAID or uses the IMA SDK to serve video ads. You also need to set the VPAID measurement adapter in your placement in-stream video settings to "On" and cannot use the “Let Campaign Manager decide” option. This prevents Campaign Manager from sending a blank tag if a publisher does not support VPAID..

  • VPAID creatives: Available if the publisher supports VPAID or uses the IMA SDK to serve video ads.

You can check with your publisher to see if these features will be available for their site.

The referrer URLs of both desktop and mobile apps are controlled by their app developers. If app developers don't provide a referrer URL or if the referrer is not accessible by a public crawler, the page cannot be crawled.

Note that ad, creative, and placement tag type support differs for ActiveView viewability measurement. Learn more

How often are the content Verification screenshots updated?
Updates may occur as frequently as every few hours. Exactly when a screenshot is taken is based on how frequently the page in question is estimated to be updated.
Does Verification support site user filters?
No. Currently a site-restricted user with Verification enabled can see the Verification tab in Reporting, but they get an access error if they click on it. Verification does not allow users with site filters to see data when they shouldn't have access.
What about mobile web pages?
Mobile web traffic appears in all Verification reports; however, we do not provide content thumbnails for mobile web pages.


How many days worth of Verification data is stored 

Data is stored for 180 days. You can select (or export) the following date ranges, or select a custom date range of up to 30 days:

  • Last available day
  • Last 7 days
  • Last 30 days

Report builder can pull up to 180 days of Verification data.

Is Verification data sampled?
Campaign Manager Verification data represents 100% of actual impressions, unsampled.
Where does geo-targeting data come from?

Geo-targeting data in Verification comes from Reporting. Reporting uses IP addresses as the basis for geographic reporting. Geo-targeting verification allows you to view how many impressions in your campaign fell outside your desired geo-targeting range (either by percentage or by total number). Click on a cell to view the data as a pie chart, broken down by geographic region. You can verify geo-targeting data at the country, state, or DMA Region level.

DMA® Regions are defined by Nielsen™, and Campaign Manager uses these definitions to classify IP addresses into DMA® Regions.

If Verification shows that 100% of your impressions are "Outside Geo Target," remember that the default geo setting is 0 countries. You can change this value and all geo settings on the Settings page. Learn more about geo-targeting discrepancies Learn more changing Verification settings

Is the referrer URL displayed in real time, or does it represent the most common referrer?
The referrer URL is part of a single example impression for the given tag. The only guarantee we can make is that this impression was seen at least once.
Did my ads serve on the page indicated by the referrer URL?

Interpreting and organizing the content surrounding your ads is a cornerstone of Verification. This process always starts with determining the URL of a web page where an ad appeared--a step that is both crucial and, occasionally, incorrect. In most cases, Verification starts with the standard method provided by the HTTP protocol for browsers to communicate the URL of the document from which a request originated. Most browsers automatically try to include a variable called a “referrer” along with the ad request, in the form of a text string.

For example, say that your ad tag appears on a hypothetical publisher web page located at The ad request contains the referrer URL from where the request originates. The following example shows a request for an image to be displayed on the page indicated by the referrer URL.

Request URL:

What’s important to realize is that the value of the variable is set by the browser. While generally this is an automated process handled by industry-standard software such as Google Chrome, Internet Explorer, Firefox, or Safari, the information is ultimately under the control of the owner of the browser. This means that the value of the variable can be--and sometimes is--manipulated with absolutely no direct way to verify if it is true. Referrer URLs can be changed using tools such as browser plug-ins or even lower-level request spoofing tools. Incorrect values can also come from bugs in browsers.

No technology solution can be 100% reliable in this regard; web advertising relies on a certain level of trust in order to be successful. Therefore, while Verification is diligent about exposing all the referrer URL data we receive as part of our clients’ ad requests, it is important to keep in mind that these URLs are only true if you assume that the data provided by each browser is accurate for every page.

The judgment and context of a publisher relationship is also important in interpreting Verification data. A few suspicious impressions out of millions from a trusted partner publisher may not, in fact, mean that your ads have shown on these sites. Consistent or high-volume undesirable traffic, on the other hand, should be a signal to collaborate with your publisher on improving inventory quality.

Why do some tags have a blank spot where the referrer URL should be?
Some requests don’t provide referrer URLs. For others, the URLs are inaccurate because of nested Iframe issues, sites that require login, and so on. We are working to expose sites that require you to sign into the UI (such as Gmail), as well as ad networks with nested Iframes.
How often are alerts statuses updated, and when will I receive email alerts?

Verification data, including the data that is used to trigger alerts, is updated three times a day. You should see the most up-to-date results if you’re viewing alerts from within the Verification UI.

If you’ve enabled email notifications, you should receive email updates once per day, generally in the morning according to your local account time. You can activate or deactivate emails from the “Settings” page.

Changing your alert configurations can affect how an alert is triggered, which can result in additional emails. For example, you may decide to include additional content classifiers that would trigger an alert for your account. If you make this change after you’ve already received your daily email and the alert gets triggered, you’ll receive a second email notifying you of the issue.
Why are there discrepancies between Report Builder and Verification?

There will be some discrepancies between the number of verifiable and classified impressions and the total number of impressions that you see in Report Builder.

  • Not all ad types are supported, which means that only a subset of impressions are eligible for Verification. The number of verifiable impressions will be less than the total number of impressions.

  • Not all ads are classifiable. For example, some requests may have a blank or invalid referrer URL that prevents us from classifying them correctly. The number of classified impressions will be less than the number of verifiable impressions or total number of impressions.

  • Selecting "Content classifier" as a dimension breaks down data by each standard content classifier. However, since a single impression can be classified under multiple content categories and counted multiple times, the impressions under each content classifier can’t be summed into a grand total that will match the total number of impressions in Report Builder.

Content classifiers

Which languages are covered by content classifiers?
See Limitations of Verification for a complete list of languages where content classifiers are available, as well as a list of exceptions.
How do the classifiers evaluate content?
  • Content by domains: Classification happens according to the URL where the Campaign Manager redirect is implemented.
  • Content problems: Classification depends on the content of the page where the Campaign Manager redirect is implemented.
What happens if I see content that may be incorrectly classified?
Please contact your Technical Account Manager or contact Support if you think you've noticed any content classification issues.
Can I add a set of domains to my own whitelist so the domains won’t be flagged?
Yes. You can create and edit whitelists or lists of flagged domains at the account level and apply them at the account, advertiser, or campaign level. Learn more about Verification settings
How many domains can I add to a whitelist and a flagged list?
Each account can have 1,000 domains on each list, and a total of 20 domain lists.
What is our Iframe see-through rate?

Verification cannot classify all traffic; this is a complexity that all verification providers encounter. There are several reasons for this.

  • In some cases, pages might be classified incorrectly. For example, a word or phrase might indicate that a page refers to gambling, but a closer inspection might show that the reference was minor, irrelevant, or unrelated.

  • Not all pages have been classified. Your ads might have been served to pages for which we have no content data. We're working to increase coverage over time.

  • Some ad networks use cross-domain Iframes. We are able to get the correct classification for the ad network domain, but not the domain of the final page.

  • Some sites have a paywall or require you to sign in. In these cases, we can get the domain but not the exact URL.

  • If a referrer URL is blank, this may be due to a desktop or mobile application or the ad may be embedded within a web application.

  • The site may have a generic ad domain, such that all ads appear to come from that URL even though they may be contained within an Iframe.

However, we are very transparent about what impressions we can verify. Select Content Coverage from the Columns drop-down to see the percentage of impressions we are able to classify.

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