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Rule Definitions

Publisher Configuration

  1. Uses Paid Traffic Sources
    Scans whether the publisher has paid traffic sources detected on page (i.e. Outbrain, Taboola) and can be set as a boolean value. When set to true, this reflects inorganic traffic and may be considered negatively impactful given potential for click-baiting or content scraping.

  2. Affliate Provider Usage
    Scans whether the publisher has affilate providers detected on page and can be set as a boolean value. When set to true, this can be considered either positively (i.e. increased SEO) or negatively (i.e. spam) depending on your use case.

  3. Multi Video Playback
    Scans whether the publisher has implemented multi-video playback and can be set as a boolean value. When set to true, this can be considered negative given the impact on page load (i.e. bandwidth sensitivity, resource-intensive processing).

  4. Total Deployed SSPs
    Calculates the number of SSPs (i.e. supply paths) detected on page and can be set as an integer value. Depending on your use case, a high score here may be indicative of bid duplication and could be seen as negative.

  5. Uses Infinite Scroll
    Scans whether the publisher has implemented infinite scroll and can be set as a boolean value. When set to true, this can be considered either positively (i.e. increased user engagement) or negatively (i.e. decreased SEO) depending on your use case.

  6. Uses URL Swapping
    Scans whether the publisher has implemented URL swapping and can be set a boolean value.

Ad Configuration

  1. GPIDs in Prebid
    Scans whether the publisher has made GPIDs available in Prebid and can be set as a boolean value. When set to false, this could be considered negative as it doesn’t provide clarity into the unique ad unit paths available on page for monetization.

  2. Ad Refresh Used
    Scans whether the publisher has enabled Ad Refresh on page and can be set either as a boolean or integer value. Depending on the use case, this can be considered positive (i.e. increased ad volume) or negative (i.e. increased data consumption especially in mobile environments).

  3. Max Ad to Content Ratio
    Calculates the max ad to content ratio detected on page and returns an float value. Depending on the use case, a high value may be considered negatively impactful to user experience.

  4. Average Refresh Rate
    Calculates the average refresh rate detected on page and returns an float value. Depending on the use case, a high value could be considered positive (i.e. increased ad volume) or negative (i.e. increased data consumption especially in mobile environments).

  5. Max Ad Refresh Timing Rate
    Calculates the max refresh timing rate detected on page and returns an float value. Depending on the use case, a high value could be considered positive (i.e. increased ad volume) or negative (i.e. increased data consumption especially in mobile environments).

  6. Min Ad Refresh Timing Rate
    Calculates the min ad to content ratio and returns an float value. Depending on the use case, a low value could be considered positive (i.e. only a few ads on the page) or negative (i.e. ads may not be as visible on a given page).

  7. Video A2CR
    Calculates the max video ad to content ratio and returns an float value. Depending on the use case, a high value may be considered negatively impactful to user experience.

  8. Average Ad Units per Page
    Calculates the average count of ad units and returns an float value. Depending on the use case, a high value may be considered negatively impactful to user experience.

  9. Min Ads to Content Ratio
    Calculates the min count of ad units and returns an float value. Depending on the use case, a high value may be considered negatively impactful to user experience.

  10. Average Ads to Content Ratio
    Calculates the average count of ad units and returns an float value. Depending on the use case, a high value may be considered negatively impactful to user experience.

Identifiers

  1. Absorption Rate
    Calculates the rate at which SSPs are able to see and ingest an identifier shared from a publisher (i.e. via HB wrapper) and returns a float value. Depending on the use case, a low value could be considered negative as the presence of an identifier in the bid stream improves monetization opportunity.

  2. Total Deployed IDs
    Calculates the number of identifier detected on a publisher page (i.e. direct integration, via HB wrapper) and returns an integer value. Depending on the use case, a low value could be considered negative as the presence of an identifier in the bid stream improves monetization opportunity.

  3. Publisher Supports Login
    Scans whether a publisher supports email logins using an auth provider and returns an integer value.

  1. CMP Modal % of Viewport
    Calculates what percentage of the consent provider’s dialog box is visible in the viewport of the page and returns a float value. Depending on the use case, a low value could be considered negative as this could lower consent scores and impact privacy compliance.

  2. Consent Modal is present
    In a similar vein as the rule above, this scans whether the consent provider’s dialog box is present on the page and returns a boolean value. When set to false, this could be considered negative as it could lower consent scores and impact privacy compliance.

  3. Publisher is Consent Stuffing
    Scans whether any present HB wrappers are ignoring consent strings returns a boolean value. When set to false, this could be considered negative as it could lower consent scores and impact privacy compliance.

  4. Publisher CMP Detected
    Scans whether a consent provider’s technology is implemented and returns a boolean value. When set to false, this could be considered negative as it could lower consent scores and impact privacy compliance.

  5. Consent Score
    Calculates the publisher’s compliance with capturing user consent and returns a float value. Depending on the use case, a low value could be considered negative as it reflects a publisher’s non-compliance with privacy regulations (i.e. TCF).

Viewability

  1. Max Ads in View
    Calculates the max number of ads that are viewable to the user on page and returns an integer value. Depending on the use case, a high value could be considered negative as this could impact the user’s ad experience. Viewability rules can be used as a complement to “Ad Configuration” rules.

  2. Average Ads in View
    Calculates the average number of ads that are viewable to the user on page and returns an integer value. Depending on the use case, a high value could be considered negative as this could impact the user’s ad experience. Viewability rules can be used as a complement to “Ad Configuration” rules.

Assets & Signatures

  1. MFA Assets Detected
    Scans whether the given publisher page is Made for Advertising (MFA) and returns a boolean value. When set to true, this could be considered negative as it could indicate low content quality and poor ad experience for users.

Publisher Age

  1. Domain Age (months)
    Calculates the general freshness of the publisher page and returns an integer value. Depending on the use case, a high value could be considered positive as it could reflect the page is less prone to spam and has higher SEO outcome.

GPID Coverage

  1. GPID without AUP
    Calculates whether a global placement ID contains the ad unit path and returns either a boolean or integer value. Depending on the use case, low values or false outcomes could be considered negative as it could impact the monetization opportunity for the publisher’s inventory supply.

  2. Non-standard GPID
    Calculates whether a global placement ID is non-standard and returns either a boolean or integer value. Depending on the use case, high values or true outcomes could be considered negative as it could impact the monetization opportunity for the publisher’s inventory supply.

  3. Bid Requests enriched
    Calculates whether a publisher is able to send along valued advertising signals (i.e. 1P identifiers, audience providers) for programmatic buyers, and returns an integer value. Depending on the use case, high valuescould be considered positive as it could improve the monetization opportunity for the publisher’s inventory supply.

  4. Unique GPIDs in Prebid
    Calculates whether a publisher is able to send along unique placement IDs via wrappers for programmatic buyers, and returns either a boolean or integer value. Depending on the use case, high values or true outcomes could be considered positive as it could improve the monetization opportunity for the publisher’s inventory supply, or negative as it could increase network and bandwidth traffic.

  5. GAM Ad Units with GPIDs
    Calculates whether a publisher has aligned its GAM ad unit configuration with the GPID standard for programmatic buyers, and returns an integer value. Depending on the use case, high values could be considered positive as it could improve the monetization opportunity for the publisher’s inventory supply.

  6. GPID granularity
    Calculates whether a publisher has high ad unit granularity, and returns either a boolean or integer value. Depending on the use case, high values or true outcomes could be considered positive as it could improve the monetization opportunity for the publisher’s inventory supply, or negative as it could increase network and bandwidth traffic.

  7. Expected GPIDs not in Prebid
    Calculates whether a publisher has not exposed expected GPIDs via wrappers for programmatic buyers, and returns an integer value. Depending on the use case, high values could be considered negative as it could impact the monetization opportunity for the publisher’s inventory supply.

Industry Data

  1. Average Page Weight
    Calculates the average weight of the page (in bytes) of the publisher page and returns either an integer value or a boolean. Depending on the use case, a high value could be considered negative as it could reflect high network and bandwidth constraints.

  2. ads.txt Entries
    Calculates the number of seller relationships indicated on the publisher’s ads.txt and returns an integer value. Depending on the use case, high values could be considered positive as it could impact the monetization opportunity for the publisher’s inventory supply. Could be complementary to the “Total Deployed SSPs” rule modifier.

  3. Reseller Count
    Calculates the number of indirect seller relationships indicated on the publisher’s ads.txt and returns an integer value. Depending on the use case, high values could be considered negative as it could reflect non-unique supply opportunities and impact monetization outcomes.

  4. Parent is MFA
    Scans whether the page belongs to a parent domain that is Made for Advertising and returns a boolean value. Depending on the use case, true values could be considered negative as it could reflect non-unique supply opportunities and impact monetization outcomes.