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Analytics Updates: High Risk Domains 2.0 (Beta)

What's Changing

With the release of High Risk Domains 2.0 (Beta), impressions from high-risk domains will no longer be classified under the highRiskDomain IVT type. Two new data points will be available on Analytics to indicate traffic originating from high-risk domains, reflecting the separation between domain-level structural risk and impression-level IVT detection.

New Data Points

To understand how much of your traffic originates from domains on the blocklist, Analytics will surface two new data points:

  • Traffic from High Risk Domains (%)
    The percentage of your total traffic originating from domains on the list.
  • High Risk Domain (Yes/No)
    A boolean indicator available in domain-specific reports identifying whether a domain appears on the list.

This approach separates domain-level risk signals from impression-level IVT classification, giving you visibility into high-risk inventory sources while preserving granular IVT reporting.

Why This Change

Standard IVT measurement operates at the impression level. It does not always capture risk that is structural, persistent, or rooted in domain-level behaviour or compliance status.

The High Risk Domains 2.0 (Beta) blocklist is designed to identify domains and subdomains where risk cannot be reliably isolated or mitigated through impression-level filtering alone. Analytics now reflects this distinction.

In line with the MRC’s Invalid Traffic Detection and Filtration Interim Update Memo, impressions are no longer automatically classified as IVT solely because a domain or subdomain appears on the High Risk Domains 2.0 (Beta) list.

With this update, you gain:

  • IVT reporting that reflects impression-level invalid traffic measurement
  • Dedicated visibility into traffic originating from high-risk domains
  • The ability to make independent decisions about domain-level blocking and impression-level filtering

Timeline

  • April 30, 2026: Analytics updates go live

If you have any questions, please contact your Customer Success representative.