Tag health is determined through multiple detection methods if a supply tag is considered to have high IVT. Flagged tags will show up in the daily Traffic Quality Report emails, along with in the Health column of the supply tags page (seen below). In the UI tag health is updated every hour.
IVT has often caused discrepancies in reporting between partners. If your supply tags have been flagged for bad health, you should talk to your supply partner immediately about getting their inventory cleaned up. For more detailed information to send to your partner, you should run reports in Create Reports and view the IVT Imps and IVT Imp % columns. For more information please go through the IVT Impression Detection section below.
IVT Impression Detection
You can use both the IVT Imps and the IVT Imps % columns available in reports, toggled to full view:
For tags that you see with high IVT Imp %, you can run domain reports for the same time parameters, filtered by the offending supply tag. Here you should take the domains with highest IVT Imp % to inform your partners of offending domains and block them via blacklists on the supply targeting level.
Note that IVT data is 8 hours behind other reporting data. This can lead to initial zeros in the IVT Imps and IVT Imps % columns.
Pre-Bid IVT Blocking
For Supply Tags, you can enable Pre-Bid Blocking. In reporting toggled to Full view, you will see the Blocked (Pre-Bid IVT) and Blocked % (Pre-Bid IVT) columns to analyze the amount of requests which have been blocked due to IVT.
Pre-Bid IVT Blocked requests are included in billable requests. Thus even though these requests are blocked before becoming an impression, you will still want to lower your Pre-Bid IVT Blocked requests to minimize your requests fee. To lower your Pre-Bid IVT Blocked rate, you can run a domain reports for the same time parameters, filtered by the offending supply tag. Here you should take the domains with highest Pre-Bid IVT Blocked rate to inform your partners of offending domains and block them via blacklists on the supply targeting level.
Unlike IVT Imp detection and Moat's bot rate, this detection occurs at the request level and will prevent suspected IVT from continuing to the opportunity and impression levels. Since this data uses different detection methods, you should use both metrics for optimization against IVT.
