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Glossary of MRT Tooltips (Websites and Discovery)
The tooltips and definitions shown below are in the Media Ratings Terminal (MRT) and current as of March 2025.
Section List:
Websites
| Tooltip/Label | Description |
| SECTION: IVT OVERVIEW | |
| IVT Overview | The overall percentage of Invalid Traffic (IVT) associated with advertising transactions for the domain. All IVT calculations are derived from standardized definitions of invalid traffic maintained by the Media Rating Council, Inc. (MRC), Interactive Advertising Bureau (IAB), and Trustworthy Accountability Group (TAG). |
| SECTION: RISK OVERVIEW | |
| Risk Overview | Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and ad inventory |
| Desktop | Blended advertiser risk assessment for the Domain on Desktops by global business region |
| Mobile | Blended advertiser risk assessment for the Domain on Mobile Phones by global business region |
| Pixalate Advisories | Pixalate's unique listing of key advisories for a particular domain based on risk factors (e.g., ads.txt, privacy terms, etc.). |
| SECTION: MADE FOR ADVERTISING (MFA) RISK | |
| MFA Risk | Pixalate's assessment of the likelihood of the website being deemed MFA, based on Pixalate's MFA detection methodology. |
| Ad Refresh Rate | Number of ad impressions presented to a user, per minute. |
| Ad Density | Number of ad placements presented to a user, per minute. |
| Social Traffic Rate | Based on the amount of traffic sourced via social media. |
| Paid Traffic Rate | Based on the amount of traffic sourced via paid (ad) sources |
| SECTION: SITE RISK | |
| WHOIS Info Hidden | Private Domains are those that are registered as anonymous in the Whois site registration data |
| Corporate Email | Indicates if the app has a significant amount of impressions detected that may be misrepresented in advertising transactions. |
| SECTION: BRAND SAFETY RISK | |
| Brand Safety Risk | Risk levels for our brand safety categories are assessed at the homepage (root domain) level |
| SECTION: SOCIAL MEDIA ENGAGEMENT | |
| Social Media Engagement | Active engagement levels for various social platforms |
| SECTION: INVALID TRAFFIC (IVT) | |
| GIVT% | General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk |
| SIVT% | Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic; moderate to high risk traffic |
| SECTION: VIEWABILITY | |
| Global Viewability | The average viewability percentage of valid traffic for all ad sizes and traffic types in the app |
| SECTION: REFERRAL TRAFFIC | |
| Social | The percent of this domain's traffic that comes from social media |
| Direct | The percent of this domain's traffic that comes from a user directly typing the web address in their browser or clicking an existing bookmark |
| Search | The percent of this domain's traffic that comes from search engines |
| Discovery | The percent of this domain's traffic that comes from widgets or links to this site from other websites |
| The percent of this domain's traffic that comes from email |
MRT Discovery
| Tooltip/Label | Description |
|
SELECTION: Connected TV (Roku, Fire TV, Samsung, tvOS)
|
|
| MFA Risk | Pixalate's assessment of the risk of the app being deemed MFA, based on Pixalate's MFA detection methodology |
| SELECTION: Mobile (Google Play. Apple App Store) | |
| Est. Inventory | The estimated number of monthly impressions this app makes available programmatically. |
| Viewability | The average viewability for all display ad impressions in the app |
| Est. IVT | Percentage of Invalid Traffic associated with advertising transactions for the app |
| Blocklisted | The app has been placed on a Pixalate high risk blocklist - contact sales for subscription details |
| MFA Risk | Pixalate's assessment of the risk of the app being deemed MFA, based on Pixalate's MFA detection methodology |
| Brand Safety Risk | Risk factors to advertiser Brand Safety broken down by both in-app content such as images, and descriptive text about the app |
| Incentivized App | Indicates if the app is an incentivized app |
| User Generated Content | Indicates if the app has user generated content |
| SELECTION: Domains | |
| Viewability | The average viewability percentage of valid traffic for all ad sizes and traffic types in the domain |
| IVT | The total percentage of non-human traffic measured on the domain |