Content Verification - Combined Results Table

Certified Content Verification Products:

Product notes
comScore vCE ValidationIntegral Ad Science The AdSafe FirewallDoubleVerify DV Digital Impression Quality - Real-Time Ad Blocking
comScore crawlers are good netizens and do not aggressively crawl publisher's properties. We work with many publishers to identify the best balance for the ecosystem.

The default settings in production today meet the requirements of both our sell-side and buy-side clients and these reflect standard practices in content change across websites. Currently, we default to a 24 hour cache for URLs previously crawled. Impressions served to URL’s not currently in the cache will trigger a new crawl. Thereafter, we will re-crawl the page after 24 hours.
The AdSafe Firewall is a real time prevention solution where page crawls to identify inappropriate content are asynchronously performed by separate systems to update the rating engine utilized by the Firewall.

There is a 20-90 minute time range for the crawlers to identify new inappropriate content, update the rating engine, and initiate blocking.
DoubleVerify employs an impression-based threshold to update categorizations only for pages which receive impressions.

The volume of ad calls generated while carrying out test 3 did not reach that threshold.
1. Blocking advertising based on page content
 
comScore
vCE Validation
Integral Ad Science
The AdSafe Firewall
DoubleVerify
DV Digital Impression Quality - Real-Time Ad Blocking
PrincipleCan the Product...Tests
Result
Control
Result
Control
Result
Control
1 Block the serving of advertising on to pages which contain content, deemed to be inappropriate by the advertiser, in HTML source code... a) When inappropriate words are before the ad location?
Yes
Yes
Yes
Yes
Yes
Yes
b) When inappropriate words are after the ad location?
Yes
Yes
Yes
Yes
Yes
Yes
c) When inappropriate words are in meta tags?
Yes
Yes
Yes
Yes
Yes
Yes
d) When inappropriate words are in alt tags?
Yes
Yes
Yes
Yes
Yes
Yes
e) When inappropriate words are in inline javascript?
No
Yes
Yes
Yes
Yes
Yes
2 Block the serving of advertising on to pages which contain words in content delivered via a linked file deemed to be inappropriate by the advertiser... a) When inappropriate content is loaded from a linked script?
No
Yes
Yes
Yes
Yes
Yes
b) When inappropriate content is delivered in a different frame from the ad?
No
Yes
Yes
Yes
Yes
Yes
2. Blocking advertising based on URLS
 
comScore
vCE Validation
Integral Ad Science
The AdSafe Firewall
DoubleVerify
DV Digital Impression Quality - Real-Time Ad Blocking
PrincipleCan the Product...Tests
Result
Control
Result
Control
Result
Control
4 Block the serving of advertising on to domains and sub-domains deemed inappropriate by the advertiser… a) When an inappropriate domain is visited?
Yes
Yes
Yes
Yes
Yes
Yes
b) When an inappropriate sub-domain is visited?
Yes
Yes
Yes
Yes
Yes
Yes
5 Block the serving of advertising on to pages which contain words in the URL deemed to be inappropriate by the advertiser... a) When the sub-domain contains an inappropriate word?
No
Yes
Yes
Yes
Yes
Yes
b) When the URL path contains an inappropriate word?
No
Yes
Yes
Yes
Yes
Yes
c) When the query contains an inappropriate word?
No
Yes
Yes
Yes
Yes
Yes
6 Block the serving of advertising on to aliases of an URL or domain deemed to be inappropriate to the advertiser?
Yes
Yes
Yes
Yes
Yes
Yes
3. Registering changes in page content, URLS or campaign instructions
 
comScore
vCE Validation
Integral Ad Science
The AdSafe Firewall
DoubleVerify
DV Digital Impression Quality - Real-Time Ad Blocking
PrincipleCan the Product...Tests
Result
Control
Result
Control
Result
Control
3 Register changes in page content and then block the serving of advertising on to pages which contain content, deemed to be inappropriate by the advertiser, in real time... a) When inappropriate content is added to the page?
No
n/a
No
n/a
No
n/a
b) When inappropriate content is removed from the page?
No
n/a
No
n/a
No
n/a
9 Be capable of incorporating any list of keywords or URLs, deemed to be inappropriate by the advertiser, into the CV product within 2 working days of that new list being produced?
Yes
n/a
Yes
n/a
Yes
n/a
10 Be configurable to block the serving of advertising to any URL not previously checked as safe, until the status is known, if identification of content is not in real time?
Yes
n/a
Yes
n/a
Yes
n/a
4. Performance in certain ad delivery scenarios
 
comScore
vCE Validation
Integral Ad Science
The AdSafe Firewall
DoubleVerify
DV Digital Impression Quality - Real-Time Ad Blocking
PrincipleCan the Product...Tests
Result
Control
Result
Control
Result
Control
7 See through iframes and block the serving of advertising if keywords or URLs deemed to be inappropriate to the advertiser are detected… a) When inappropriate content is delivered in an iframe?
No
Yes
Yes
Yes
Yes
No
b) When the ad is delivered in an iframe, on a page which contains inappropriate content?
Yes
Yes
Yes
Yes
Yes
Yes
c) When inappropriate content is delivered in an object?
No
Yes
Yes
Yes
Yes
No
d) When the ad is delivered in an object, on a page which contains inappropriate content?
Yes
Yes
Yes
Yes
Yes
Yes
e) When inappropriate content is delivered in an embed tag?
No
Yes
Yes
Yes
Yes
Yes
f) When the ad is delivered in an embed tag, on a page which contains inappropriate content?
Yes
Yes
Yes
Yes
Yes
Yes
g) When the ad is delivered in 3 nested iframes, on a page which contains inappropriate content?
No
Yes
Yes
Yes
Yes
Yes
h) When the ad is delivered in 5 nested iframes, on a page which contains inappropriate content?
No
Yes
Yes
Yes
Yes
Yes
8 Operate consistently in allowing or blocking advertising when javascript is disabled?
Yes
n/a
Yes
n/a
Yes
n/a