About Integral Ad Science's media quality verification

Once third-party media quality verification is enabled for your account, you can use Integral Ad Science's (IAS) verification technology.

How IAS' media quality verification works

Once third-party media quality verification has been enabled, you can start buying inventory from sites where Display & Video 360 has IAS classification data. IAS provides data about each site, it is this data that you are able to use to determine whether or not you want to purchase the site's inventory, on a pre-bid basis.

During your campaigns, Display & Video 360 will determine each impression's level of brand safety by using the impression's URL to look up brand safety information from IAS. If Display & Video 360 has never seen inventory from a particular URL, we will send the URL to IAS for classification, and then IAS will provide us with classification information for the new URL. Typically, it takes 24 hours or less to receive classification information for a new site.

In the event we don't have information about a URL, Display & Video 360 won't bid on the impression. So, if you were to exclude all inventory related to alcohol, Display & Video 360 will exclude all impressions from unknown sites in order to avoid accidentally buying inventory that doesn't meet your brand safety requirements.


  • YouTube inventory is not supported by IAS' pre-bid media quality verification. YouTube & partners line items only support IAS post-campaign measurement.
About brand safety risk levels

Integral Ad Science considers inventory "high risk" if the site associated with the impression contains content that's graphic or moderately offensive, but not illegal. "High risk" inventory is likely unusable for leading brand and advertisers.

Inventory is considered "moderate risk" if the site associated with the impression features content containing alcohol, tobacco, or partial nudity, such as swimsuits. "Moderate risk" content is generally acceptable for most brands.


The fees for using third-party media quality services are based on the types of brand safety controls you use. So, if you exclude more than one brand safety rating category, you'll only pay the CPM fee for excluding impressions based on rating category once. 

However, if you exclude brand safety categories, exclude suspicious activity, and/or set a Viewability threshold, you will be billed for the combined total of all of the types of brand safety controls you use. For example, if you excluded content using brand safety categories, excluded suspicious activity, and set a Viewability threshold, you would be charged for using all three types of brand safety controls.

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