Inventory quality targeting helps marketers protect campaign performance by removing invalid, unsafe, or low-quality supply before impressions serve. Marketers can enable inventory quality filters at the campaign or tactic level. These controls work with audience, geo, and source targeting to create a clean delivery path that supports brand integrity and campaign goals.

Opening the Inventory Quality targeting page

How marketers open the page depends on whether targeting applies at the journey level or the tactic level. Learn both workflows here. 

Configuring journey-levels settings

Choose this option to apply settings to all campaigns and tactics in the journey.   

1. Go the Journey Settings page. 
2. Click the Open Web & DOOH Targeting menu link.
3. Click the Inventory Quality tab.
4. Configure settings. (see below)

Configuring tactic-levels settings

Marketers can apply rules at the tactic level. 

1. Open a campaign on the Canvas (new experience).
2. Select a tactic.
3. Click the Targeting tab.
4. Scroll down to the Inventory Quality tab
5. Click the pencil icon to open a side panel.
6. Go to the side panel and uncheck the Keep journey targeting settings box. 
7. Configure settings. (see below)

Enabling DoubleVerify

Click the DoubleVerify card.

1. To skip apps and sites that show signs of fraudulent or non-human traffic, check the Impressions delivered to Fraud & IVT Apps & Sites box.
2. Click the field and set the level of fraud risk on the drop-down menu. (see below)  
3. Optionally, check the Also avoid Sites with Insufficient Historical Fraud and IVT Stats box to filter out sites and apps with inadequate historical data.
4. Click the Save button.

Understanding the fraud risk options

The drop-down menu has several options.

• 100% provides the cleanest traffic possible and the strongest protection against fraud and unsafe inventory. The downside is that it can limit reach, raise CPMs, and slow delivery, so it works best when quality matters more than scale.
• 75% offers strong fraud protection while still allowing reasonable scale, but CPMs may rise and reach can tighten on smaller campaigns.
• 50% balances traffic quality and delivery, which works well for most performance campaigns, though some low-quality inventory can still slip through.
• 25% maximizes reach and keeps costs lower, but it allows more questionable inventory and provides the least protection against fraud and IVT. 

Enabling Fraudlogix

Use the slider to define which fraud risk levels are allowed to receive bids. As the setting moves right, the platform blocks more inventory that shows stronger fraud signals.

• Lower settings favor reach and lower CPMs.
• Higher settings favor protection and cleaner performance data.
• Most prospecting campaigns work well at Low to Moderate, while retargeting or scale-first campaigns often loosen or disable the filter.

How risk levels are determined

Fraudlogix analyzes traffic patterns across apps and sites. Signals include bot behavior, abnormal request volume, invalid devices, non-human interaction patterns, and known fraud infrastructure. Each property receives a risk score that updates over time based on observed activity.

Include unclassified inventory

If you check the box to enable this option, the campaign can bid on inventory that has no assigned fraud risk level. If this feature is disabled, the campaign bids only on inventory that has been evaluated and assigned a risk label. Inventory without a risk label often includes new, low-volume, or less frequently seen apps and sites. Including it increases available supply and helps pacing. Excluding it is safer but more restrictive, since the campaign avoids inventory that lacks enough data for evaluation.

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FAQs

What problems does inventory quality targeting solve?
It removes invalid traffic, low viewability supply, and unsafe content. This reduces wasted spend and improves overall delivery quality.

How do partner data sources improve filtering?
DoubleVerify, Peer39, and GumGum supply real-time signals that identify unsafe or low-quality placements. These signals help tactics avoid risky inventory before impressions serve.

How does inventory quality support brand goals?
It reduces exposure to harmful or unsuitable content. Campaigns maintain stronger brand integrity and deliver in environments that support performance.

Can marketers use inventory quality filters with other targeting types?
Yes. The filters layer with geographic, audience, source, and other options to refine supply and meet campaign objectives.

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