Domain fields | Pixalate Docs

Every Enrichment API lookup returns a docs array of records. Each record covers one domain for one region and one device type. The fields in a record depend on the widgets you request: if you don’t pass widget, you get all of them. See the Enrichment API guide for how to make requests.

Risk ratings are one of low, medium or high. Some fields can be null, as noted in their descriptions. Fields that appear in a response but aren’t listed here can change without notice, so don’t build on them.

For the full request and response schema, see the API reference for GET /mrt/domains/{adDomain}.

Record keys

These identify what a record covers.

Field	Type	Description
`AdDomain`	string	The domain name.
`region`	string: `GLOBAL`, `NA`, `EMEA`, `LATAM`, `APAC`	The region this record covers. `GLOBAL` is the aggregate of all regions.
`device`	string: `GLOBAL`, `desktop`, `mobile`	The device. `GLOBAL` indicates an aggregate of all devices.

Widgets

Pass any of these names in the widget parameter, comma-separated. Each links to its fields below.

Widget	What it contains
`domainOverview`	IAB categories and whether the domain publishes ads.txt.
`riskOverview`	Headline IVT, viewability and brand safety figures, plus Pixalate’s overall risk rating with reasons.
`domainDetails`	Inventory, traffic mix, CTR, bid prices, trusted seller and reach.
`trafficQualityRisk`	IVT, click fraud, viewability and domain masking risks, and the major traffic source.
`siteRisk`	Domain age, policies, registration details and ad injection risk.
`siteInfo`	The domain owner’s contact details.
`brandSafetyRisk`	Brand safety risk by content category, plus phishing and malware risk.
`socialMediaRisk`	Social media risk and the share of social traffic.
`invalidTraffic`	IVT, GIVT and SIVT percentages, with a breakdown by IVT type.
`inventory`	Estimated programmatic impressions by region, country, state, ad size and DMA.
`authorizedSellers`	The sell-side platforms selling the domain’s inventory, with volume, IVT, bid estimates and viewability for each.
`viewability`	Average viewability, overall and by ad size.
`ctr`	Click-through rate, overall and by ad size.
`trafficSources`	Programmatic impressions by traffic source.
`subDomains`	Programmatic impressions by subdomain.
`deviceDistribution`	Programmatic impressions by device type, desktop OS and mobile OS.
`mfa`	Made-for-advertising (MFA) signals: MFA risk, ad refresh rate, ad density, and social and paid traffic rates.

domainOverview

IAB categories and whether the domain publishes ads.txt.

Field	Type	Description
`domainOverview.iabPrimaryCategory`	array of strings	The IAB primary categories.
`domainOverview.iabSubCategory`	array of strings	The IAB sub categories.
`domainOverview.hasAdsTxt`	boolean	`true` if Ads.txt is enabled for the domain.

riskOverview

Headline IVT, viewability and brand safety figures, plus Pixalate’s overall risk rating with reasons.

Field	Type	Description
`riskOverview.ivt`	number	Percentage of Invalid traffic associated with advertising transactions for the domain.
`riskOverview.ivtRisk`	string: `low`, `medium`, `high`	The invalid traffic risk for the domain.
`riskOverview.viewability`	number	The average viewability for display ad impressions on the domain.
`riskOverview.viewabilityRisk`	string: `low`, `medium`, `high`	The viewability risk for the domain.
`riskOverview.brandSafetyRisk`	string: `low`, `medium`, `high`	The overall brand safety risk to advertisers from the domain.
`riskOverview.risk`	array of objects	Pixalate’s overall advertising risk rating, blending brand safety, invalid traffic and inventory risk factors, with the reasons behind it.
`riskOverview.risk[].region`	string	The region.
`riskOverview.risk[].device`	string	The device.
`riskOverview.risk[].pixalateRisk`	string: `low`, `medium`, `high`	Pixalate’s overall risk rating.
`riskOverview.risk[].pixalateRiskReasons`	array of strings	Reasons for the rating. See Risk reasons.

domainDetails

Inventory, traffic mix, CTR, bid prices, trusted seller and reach.

Field	Type	Description
`domainDetails.inventory`	integer	The estimated number of monthly impressions this domain makes available programmatically.
`domainDetails.desktopTrafficRatio`	number	The percentage of desktop ads trafficked on the domain.
`domainDetails.mobileTrafficRatio`	number	The percentage of mobile ads trafficked on the domain.
`domainDetails.videoTrafficRatio`	number	The percentage of video ads trafficked on the domain.
`domainDetails.ctr`	number	Average CTR of the domain.
`domainDetails.familyOfSites`	integer	The number of related websites.
`domainDetails.pixalateRisk`	string: `low`, `medium`, `high`	Pixalate’s overall advertising risk rating, blending brand safety, invalid traffic and inventory risk factors.
`domainDetails.bidPriceLow`	string	Low bid price in US dollars.
`domainDetails.bidPriceHigh`	string	High bid price in US dollars.
`domainDetails.trustedSeller`	string	Authorized trusted seller.
`domainDetails.trueReach`	string	The estimated number of unique users per 1 Million internet users that can be reached on this domain.

trafficQualityRisk

IVT, click fraud, viewability and domain masking risks, and the major traffic source.

Field	Type	Description
`trafficQualityRisk.ivtRisk`	string: `low`, `medium`, `high`	The invalid traffic risk for the domain.
`trafficQualityRisk.clickFraudRisk`	string: `low`, `medium`, `high`	The click fraud risk for the domain.
`trafficQualityRisk.viewabilityRisk`	string: `low`, `medium`, `high`	The viewability Risk for the domain.
`trafficQualityRisk.domainMaskingRisk`	string: `low`, `medium`, `high`	The domain masking risk for the domain.
`trafficQualityRisk.majorTrafficSource`	string	The major traffic source for the domain.

siteRisk

Domain age, policies, registration details and ad injection risk.

Field	Type	Description
`siteRisk.domainAge`	number	The age of the domain in years.
`siteRisk.hasPrivacyPolicy`	boolean	`true` if the website has a privacy policy.
`siteRisk.hasTermsAndConditions`	boolean	`true` if the website has terms and conditions.
`siteRisk.privateDomain`	boolean	`true` if the domain is privately registered.
`siteRisk.corporateEmail`	boolean	`true` if the domain has been registered with a corporate email.
`siteRisk.adInjectionRisk`	string: `low`, `medium`, `high`	The ad injection risk of the domain.

siteInfo

The domain owner’s contact details.

Field	Type	Description
`siteInfo.owner`	string	Owner of the domain.
`siteInfo.emailAddress`	string	The contact email address.
`siteInfo.contactNumber`	string	The contact phone number.
`siteInfo.mailingAddress`	string	The mailing address.

brandSafetyRisk

Brand safety risk by content category, plus phishing and malware risk.

Field	Type	Description
`brandSafetyRisk.adultContentRisk`	string: `low`, `medium`, `high`	The risk to brand safety from adult themed content based on textual analysis of the domain and its descriptive content.
`brandSafetyRisk.alcoholContentRisk`	string: `low`, `medium`, `high`	The risk to brand safety from Alcohol themed content based on textual analysis of the domain and its descriptive content.
`brandSafetyRisk.drugContentRisk`	string: `low`, `medium`, `high`	The risk to brand safety from drug themed content based on textual analysis of the domain and its descriptive content.
`brandSafetyRisk.hateSpeechRisk`	string: `low`, `medium`, `high`	The risk to brand safety from hate speech content based on textual analysis of the domain and its descriptive content.
`brandSafetyRisk.phishingRisk`	string: `low`, `medium`, `high`	The risk to brand safety from phishing.
`brandSafetyRisk.malwareRisk`	string: `low`, `medium`, `high`	The risk to brand safety from malware.

socialMediaRisk

Social media risk and the share of social traffic.

Field	Type	Description
`socialMediaRisk.facebookRisk`	string: `low`, `medium`, `high`	The Facebook risk. Low social media engagement on Facebook can be a risk factor.
`socialMediaRisk.linkedInRisk`	string: `low`, `medium`, `high`	The LinkedIn risk. Low social media engagement on LinkedIn can be a risk factor.
`socialMediaRisk.twitterRisk`	string: `low`, `medium`, `high`	The Twitter risk. Low social media engagement on Twitter can be a risk factor.
`socialMediaRisk.socialTrafficRatio`	number	Percentage of social traffic to the site.

invalidTraffic

IVT, GIVT and SIVT percentages, with a breakdown by IVT type.

Field	Type	Description
`invalidTraffic.ivt`	number	The total percentage of non-human traffic measured on the domain.
`invalidTraffic.givt`	number	GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
`invalidTraffic.sivt`	number	SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic.
`invalidTraffic.givtTypes`	array of objects	The percentage of invalid traffic associated with each Pixalate’s taxonomy of GIVT invalid traffic types.
`invalidTraffic.givtTypes[].fraudType`	string	The GIVT type.
`invalidTraffic.givtTypes[].givt`	number	GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
`invalidTraffic.sivtTypes`	array of objects	The percentage of invalid traffic associated with each Pixalate’s taxonomy of SIVT invalid traffic types.
`invalidTraffic.sivtTypes[].fraudType`	string	The type of SIVT fraud.
`invalidTraffic.sivtTypes[].sivt`	number	SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic.

inventory

Estimated programmatic impressions by region, country, state, ad size and DMA.

Field	Type	Description
`inventory.byRegion`	array of objects	The estimated volume of programmatic ad impressions broken down by region.
`inventory.byRegion[].region`	string	The region.
`inventory.byRegion[].inventory`	integer	The estimated volume of programmatic ad impressions by region.
`inventory.byRegion[].inventoryRatio`	number	The estimated percentage of inventory by region.
`inventory.byRegion[].ivt`	number	The total percentage of non-human traffic measured on the domain by region.
`inventory.byRegion[].viewability`	number	The average viewability for impressions by region.
`inventory.byCountry`	array of objects	The estimated volume of programmatic ad impressions broken down by country.
`inventory.byCountry[].countryName`	string	The country.
`inventory.byCountry[].inventory`	integer	The estimated volume of programmatic ad impressions by country.
`inventory.byCountry[].inventoryRatio`	number	The estimated percentage of inventory by country.
`inventory.byCountry[].ivt`	number	The total percentage of non-human traffic measured on the domain by country.
`inventory.byCountry[].viewability`	number	The average viewability for impressions by country.
`inventory.byState`	array of objects	The estimated volume of programmatic ad impressions broken down by state.
`inventory.byState[].stateName`	string	The state.
`inventory.byState[].inventory`	integer	The estimated volume of programmatic ad impressions by state.
`inventory.byState[].inventoryRatio`	number	The estimated percentage of inventory by state.
`inventory.byState[].ivt`	number	The total percentage of non-human traffic measured on the domain by state.
`inventory.byState[].viewability`	number	The average viewability for impressions by state.
`inventory.byAdsize`	array of objects	The estimated volume of programmatic ad impressions broken down by ad size.
`inventory.byAdsize[].adSize`	string	The ad size.
`inventory.byAdsize[].inventory`	integer	The estimated volume of programmatic ad impressions by ad size.
`inventory.byAdsize[].inventoryRatio`	number	The estimated percentage of inventory by ad size.
`inventory.byAdsize[].ivt`	number	The total percentage of non-human traffic measured on the domain by ad size.
`inventory.byAdsize[].viewability`	number	The average viewability for impressions by ad size.
`inventory.byDma`	array of objects	The estimated volume of programmatic ad impressions broken down by DMA.
`inventory.byDma[].dma`	string	The DMA name.
`inventory.byDma[].inventory`	integer	The estimated volume of programmatic ad impressions by DMA.
`inventory.byDma[].inventoryRatio`	number	The estimated percentage of inventory by DMA.
`inventory.byDma[].ivt`	number	The total percentage of non-human traffic measured on the domain by DMA.
`inventory.byDma[].viewability`	number	The average viewability for impressions by DMA.

authorizedSellers

The sell-side platforms selling the domain’s inventory, with volume, IVT, bid estimates and viewability for each.

Field	Type	Description
`authorizedSellers`	array of objects	The contribution of each sell-side platform to programmatic ad impressions sold on the domain.
`authorizedSellers[].exchange`	string	The name of the exchange.
`authorizedSellers[].paymentType`	string	How the seller is categorized, for example `Direct`.
`authorizedSellers[].inventory`	integer	The estimated number of monthly impressions this domain makes available programmatically by this seller.
`authorizedSellers[].inventoryRatio`	number	The average inventory ratio for ad impressions on the domain by this seller.
`authorizedSellers[].ivt`	number	The average IVT for ad impressions on the domain by this seller.
`authorizedSellers[].estBidLow`	number	The estimated low bid for ads on the domain by this seller.
`authorizedSellers[].estBidHigh`	number	The estimated high bid for ads on the domain by this seller.
`authorizedSellers[].viewability`	number	The average viewability for ad impressions on the domain by this seller.

viewability

Average viewability, overall and by ad size.

Field	Type	Description
`viewability.viewability`	number	The average viewability for all display ad impressions in the domain.
`viewability.byAdSize`	array of objects	Viewability broken down by ad size.
`viewability.byAdSize[].adSize`	string	The size of the ad.
`viewability.byAdSize[].inventory`	integer	The estimated inventory for this ad size.
`viewability.byAdSize[].inventoryRatio`	number	The estimated percentage of inventory by ad size.
`viewability.byAdSize[].viewability`	number	The average viewability for impressions by ad size.

ctr

Click-through rate, overall and by ad size.

Field	Type	Description
`ctr.ctr`	number	The overall average CTR for this domain.
`ctr.byAdSize`	array of objects	The CTR for this domain broken down by ad size.
`ctr.byAdSize[].adSize`	string	The ad size.
`ctr.byAdSize[].ctr`	number	The Click Through Rate by ad size.

trafficSources

Programmatic impressions by traffic source.

Field	Type	Description
`trafficSources`	array of objects	The volume of programmatic ad impressions broken down by traffic source.
`trafficSources[].trafficSource`	string	The traffic source.
`trafficSources[].inventory`	integer	The estimated volume of programmatic ad impressions by traffic source.
`trafficSources[].inventoryRatio`	number	The estimated percentage of inventory by traffic source.
`trafficSources[].ivt`	number	The total percentage of non-human traffic measured on the domain by traffic source.
`trafficSources[].viewability`	number	The average viewability for impressions by traffic source.

subDomains

Programmatic impressions by subdomain.

Field	Type	Description
`subDomains`	array of objects	The volume of programmatic ad impressions broken down by sub domains.
`subDomains[].subDomain`	string	The sub domain.
`subDomains[].inventory`	integer	The estimated volume of programmatic ad impressions by sub domain.
`subDomains[].inventoryRatio`	number	The estimated percentage of inventory by sub domain.
`subDomains[].maskingRatio`	number	The estimated percentage of masking by sub domain.
`subDomains[].ivt`	number	The total percentage of non-human traffic measured by sub domain.
`subDomains[].viewability`	number	The average viewability for impressions by sub domain.

deviceDistribution

Programmatic impressions by device type, desktop OS and mobile OS.

Field	Type	Description
`deviceDistribution.byDevice`	array of objects	The estimated volume of programmatic ad impressions broken down by device.
`deviceDistribution.byDevice[].device`	string	The device.
`deviceDistribution.byDevice[].inventory`	integer	The estimated volume of programmatic ad impressions by device.
`deviceDistribution.byDevice[].inventoryRatio`	number	The estimated percentage of inventory by device.
`deviceDistribution.byDevice[].maskingRatio`	number	The estimated percentage of masking by device.
`deviceDistribution.byDevice[].ivt`	number	The total percentage of non-human traffic measured by device.
`deviceDistribution.byDevice[].viewability`	number	The average viewability for impressions by device.
`deviceDistribution.byDesktopOs`	array of objects	The estimated volume of programmatic ad impressions broken down by desktop OS.
`deviceDistribution.byDesktopOs[].os`	string	The operating system.
`deviceDistribution.byDesktopOs[].inventory`	integer	The estimated volume of programmatic ad impressions by desktop OS.
`deviceDistribution.byDesktopOs[].inventoryRatio`	number	The estimated percentage of inventory by desktop OS.
`deviceDistribution.byMobileOs`	array of objects	The estimated volume of programmatic ad impressions broken down by mobile OS.
`deviceDistribution.byMobileOs[].os`	string	The operating system.
`deviceDistribution.byMobileOs[].inventory`	integer	The estimated volume of programmatic ad impressions by mobile OS.
`deviceDistribution.byMobileOs[].inventoryRatio`	number	The estimated percentage of inventory by mobile OS.

mfa

Made-for-advertising (MFA) signals: MFA risk, ad refresh rate, ad density, and social and paid traffic rates.

Field	Type	Description
`mfa.mfaRisk`	string: `low`, `medium`, `high`	Pixalate’s made-for-advertising risk rating for the domain.
`mfa.adRefreshRate`	number, nullable	Pixalate’s ad refresh rate signal: the volume of ad impressions observed per device over time, not how often an individual ad slot refreshes. See MFA methodology. Null when it couldn’t be determined.
`mfa.adDensity`	number	The density of advertising observed on the domain.
`mfa.socialTrafficRate`	number	The proportion of traffic to the domain arriving from social sources.
`mfa.paidTrafficRate`	number	The proportion of traffic to the domain arriving from paid sources.

Risk reasons

Values that can appear in riskOverview.risk[].pixalateRiskReasons.

Significantly Elevated IVT Percentage
Publisher Maintains Non-corporate Email Address
Moderately Elevated IVT Percentage
Publisher Does Not Publish a Privacy Policy
The Publisher Hides their Corporate Details in the Domain Registry
The Publisher’s Email Address Doesn’t Match Their Domain
Adult Content Has Been Detected in the domain
The Publisher Does Not Publish Terms and Conditions
The Publisher Domain is Invalid
Gambling Content Has Been Detected in the domain
Programmatic Ads Not Detected Leads to High Spoofing Risk
Violent Content Has Been Detected in the domain
Alcohol Based Content Has Been Detected in the domain
Ad Traffic Shows Some Suspicious Characteristics
Profanity and Offensive Language Has Been Detected in the domain
Domain Description Uses Some Brand Unsafe Language
Domain Has a High Frequency of Invalid Clicks