Glossary of DV Segment IDs

Segment Name

Description

Adult & Sexual - High & Medium Risk

Content that involves adult and sexual topics that may be inappropriate for children, including content containing sexual themes, sexually suggestive images, nudity, and pornography.

This segment also includes: discussion of mature themes and sexual acts in news, dramatic depictions, or entertainment content; depiction of individuals in lingerie and/or sexually suggestive poses.

Adult & Sexual - High Risk

Content that involves adult and sexual topics that may be inappropriate for children, including content containing sexual themes, sexually suggestive images, nudity, and pornography.

This segment includes: pornography and depiction of sexual acts and nudity; graphic description of sexual acts; discussion of adult themes and sexual acts in user-generated and/or unmoderated content; irresponsible treatment of sexual harassment or sex crimes.

Adult & Sexual - High, Medium & Low Risk

Content that involves adult and sexual topics that may be inappropriate for children, including content containing sexual themes, sexually suggestive images, nudity, and pornography.

This segment also includes mature themes discussed in educational and informational or scientific and academic content; depiction of individuals in swimsuits without being overtly sexual.

Alcohol - High & Medium Risk

Content that facilitates or discusses the consumption of alcohol including discussion of alcoholism, underage drinking, alcohol-related death/crime, drunk driving, or drinking culture in news, dramatic depictions, or entertainment content; cocktail or alcoholic beverage recipes.

Alcohol - High Risk

Content that facilitates or discusses the consumption of alcohol including promotion or irresponsible treatment of underage drinking, binge drinking, alcoholism, drunk driving, illegal sale/production of alcohol; discussion of alcohol in user-generated content and/or unmoderated content.

Alcohol - High, Medium & Low Risk

Content that facilitates or discusses the consumption of alcohol including discussion of alcohol regulations and/or laws; food recipes that contain alcohol as an ingredient (e.g. penne alla vodka); discussion of responsible consumption of alcohol, hangover/excessive drinking remedies, and/or alcohol-related illness/medical conditions in educational and informational content; discussion of alcohol and related topics in scientific and academic content.

Aviation Disasters - High & Medium Risk

Content about catastrophic events involving aviation. This includes both accidental and intentional acts, such as hijackings and other attacks, as well as runway accidents or events that lead to downed crafts.

This segment also includes discussion of aviation disasters in educational and informational or scientific and academic content.

Aviation Disasters - High Risk

Content about catastrophic events involving aviation. This includes both accidental and intentional acts, such as hijackings and other attacks, as well as runway accidents or events that lead to downed crafts.

This segment includes: irresponsible treatment of aviation disaster events (e.g., jokes about crashes); discussion of aviation disasters in user-generated content and/or unmoderated content.

Aviation Disasters - High, Medium & Low Risk

Content about catastrophic events involving aviation. This includes both accidental and intentional acts, such as hijackings and other attacks, as well as runway accidents or events that lead to downed crafts.

This segment also includes discussion of aviation disasters in news, dramatic depiction, or entertainment content.

Celebrity Gossip

Rumor, innuendo or sensational reports about celebrities. Celebrity gossip has a more salacious tone than celebrity news, which falls under the Entertainment category.

Crime - High & Medium Risk

Content about actions that are illegal or harmful to the general public, and generally forbidden by law (not specific to a jurisdiction). This includes actual criminal actions, as well as allegations. Financial and/or political crimes are not included within the category.

This segment also includes: discussion about crime prevention or recovery in educational and informational content; discussion of crime or criminals in scientific and academic content.

Crime - High Risk

Content about actions that are illegal or harmful to the general public, and generally forbidden by law (not specific to a jurisdiction). This includes actual criminal actions, as well as allegations. Financial and/or political crimes are not included within the category.

This segment includes: promotion or irresponsible treatment of crime; discussions of violent, serious crime in user-generated and/or unmoderated content; guides and instructions on performing crimes.

Crime - High, Medium & Low Risk

Content about actions that are illegal or harmful to the general public, and generally forbidden by law (not specific to a jurisdiction). This includes actual criminal actions, as well as allegations. Financial and/or political crimes are not included within the category.

This segment also includes: discussion of minor, non-violent crime (e.g. trespassing) in user-generated or unmoderated content; discussion of crime in news, dramatic depiction, or entertainment content.

Cults and Survivalism

Sexual practices, dress or recreation habits which some consumers consider non-mainstream. Sites and apps may not be pornographic but include content that is sexual in nature (i.e., a website about nudists).

Drug Abuse - High & Medium Risk

Content about drug use, including use of illegal drugs and abuse of prescription/OTC drugs. This includes content about drugs, related paraphernalia, and acts performed under the influence of drugs.

This segment also includes: discussion of illegal drugs and drug abuse in news, dramatic depiction, and entertainment content.

Drug Abuse - High Risk

Content about drug use, including use of illegal drugs and abuse of prescription/OTC drugs. This includes content about drugs, related paraphernalia, and acts performed under the influence of drugs.

This segment includes: discussion of illegal drugs in user-generated and/or unmoderated content; glorification or irresponsible treatment of drugs; guides and explainers on how to use/acquire illegal drugs.

Drug Abuse - High, Medium & Low Risk

Content about drug use, including use of illegal drugs and abuse of prescription/OTC drugs. This includes content about drugs, related paraphernalia, and acts performed under the influence of drugs.

This segment also includes: discussion of the effects of drugs or drug recovery in educational and informational or scientific and academic content.

Gambling

Content promoting gambling and betting. This includes strategic guides, bingo, sports betting and lottery or casino sites and apps. Gambling support groups are not included in this category.

Hate Speech & Cyberbullying - High & Medium Risk

Content that is related to biased, derogatory, or offensive actions towards any individuals or groups. Content that may incite violence against individuals or groups within a protected class is also within the category. Note: The overall category is not limited to instances of harmful language or behavior, it also includes content about such language or behavior, such as news coverage about a hate crime or cyberbullying, as well as content about groups that are associated with such activities.

This segment also includes: discussion of hate speech, hate crimes, hate groups, discrimination, and cyberbullying in news, dramatic depiction, and entertainment content.

Hate Speech & Cyberbullying - High Risk

Content that is related to biased, derogatory, or offensive actions towards any individuals or groups. Content that may incite violence against individuals or groups within a protected class is also within the category. Note: The overall category is not limited to instances of harmful language or behavior, it also includes content about such language or behavior, such as news coverage about a hate crime or cyberbullying, as well as content about groups that are associated with such activities.

This segment includes: content that includes hate speech or derogatory terms in a demeaning, harmful manner; discussion of hate crimes, hate groups, hate speech, discrimination, and cyberbullying in user-generated and/or unmoderated content; content that promotes or glorifies hate groups; content that provides information on how to commit cyberbullying or hate crimes.

Hate Speech & Cyberbullying - High, Medium & Low Risk

Content that is related to biased, derogatory, or offensive actions towards any individuals or groups. Content that may incite violence against individuals or groups within a protected class is also within the category. Note: The overall category is not limited to instances of harmful language or behavior, it also includes content about such language or behavior, such as news coverage about a hate crime or cyberbullying, as well as content about groups that are associated with such activities.

This segment also includes: analysis of hate speech, hate groups, discrimination, or cyberbullying in educational and informational or scientific and academic content; content about recovery, treatment, and legal rights of victims of hate crimes or cyberbullying.

Human-made Disasters - High & Medium Risk

Content about human-made disaster events that are technological, sociological, or environmental with a human cause. Some topics include war, genocide, and industrial accidents.

This segment also includes: discussion of human-made disasters in news, dramatic depiction, and entertainment content.

Human-made Disasters - High Risk

Content about human-made disaster events that are technological, sociological, or environmental with a human cause. Some topics include war, genocide, and industrial accidents.

This segment includes: promotion or irresponsible treatment of human-made disaster; discussion of human-made disasters in user-generated and/or unmoderated content.

Human-made Disasters - High, Medium & Low Risk

Content about human-made disaster events that are technological, sociological, or environmental with a human cause. Some topics include war, genocide, and industrial accidents.

This segment also includes: discussion of human-made disaster in educational and informational or scientific and academic content.

Incentivized/Malware/Clutter

Content associated with malicious online practices such as malware, viruses, spam, adware, ad clutter, and incentivized traffic.

Inflammatory Politics & News

News and political content associated with or exhibiting inflammatory points of view; potentially fake, unreliable or unsubstantiated information; or significant political intolerance, hateful or threatening rhetoric, or other significantly controversial elements.

Natural Disasters - High & Medium Risk

Content about natural disasters, which are primarily earth- or disease-related harmful events. Some topics include wildfires, famine, epidemics, and pandemics. Note: Only content about the negative aspects of COVID-19 is included.

This segment also includes: discussion of natural disaster in news, dramatic depiction, or entertainment content.

Natural Disasters - High Risk

Content about natural disasters, which are primarily earth- or disease-related harmful events. Some topics include wildfires, famine, epidemics, and pandemics. Note: Only content about the negative aspects of COVID-19 is included.

This segment includes: irresponsible treatment of natural disaster events; discussion of natural disasters in user-generated and/or unmoderated content.

Natural Disasters - High, Medium & Low Risk

Content about natural disasters, which are primarily earth- or disease-related harmful events. Some topics include wildfires, famine, epidemics, and pandemics. Note: Only content about the negative aspects of COVID-19 is included.

This segment also includes: discussion of natural disasters in educational and informational or scientific and academic content.

Negative News - Financial

Content related to negative financial news, such as the mortgage crisis, US/World financial meltdown, poor economic outlook, or the recession. Allows financials to avoid content detrimental to their brand.

Negative News - Pharmaceutical

Negative content about pharmaceuticals, drug companies, and prescription medication. Content ranges from product recalls and lawsuits to the high cost of medical treatment, high drug prices, drug shortages as well as prescription-drug overdoses, abuse,  and side effects. Designed to help pharmaceutical companies avoid stories, articles, or pages that potentially may harm their brand or cause people to perceive them in a bad light.

Non-Standard Content - Non-English

Content written in any language other than English.

Non-Standard Content - Parking Page

Domains or pages that have been reserved, but for which content has not been developed.

Occult

Content about secret or hidden knowledge, including cults, supernatural forces, mythology, occult lore, vampires, witchcraft, mysterious symbols or rituals. Also includes horoscopes.

Piracy/Copyright Infringement

Sites and apps, presently or historically, associated with access to copyrighted material (movies, music, books, etc.) without appropriate controls, licensing, or permission via methods including, but not limited to, streaming, downloads, peer-to-peer and search. The Copyright Infringement category does not in any way characterize the site or app itself as being directly or indirectly engaged in illegal behavior. As used in this category definition, the term Copyright Infringement does not represent legal language as defined in various laws, statutes and ordinances or as conventionally used in courts or other legal proceedings, but rather a custom definition strictly for advertising classification purposes.

Profanity - High & Medium Risk

Content that contains or is about language considered vulgar, obscene, or inappropriate and content about the usage of profanity.

This segment also includes: content that includes multiple obscene, vulgar, profane terms, but not gratuitous or glamorized; dramatic depiction content with profanity; dictionary or thesaurus entries for obscene, vulgar, or profane terms.

Profanity - High Risk

Content that contains or is about language considered vulgar, obscene, or inappropriate and content about the usage of profanity.

This segment includes: any usage of obscene, vulgar, or profane terms in user-generated and/or unmoderated content; content that contains gratuitous or glamorized usage of obscene, vulgar, or profane terms.

Profanity - High, Medium & Low Risk

Content that contains or is about language considered vulgar, obscene, or inappropriate and content about the usage of profanity.

This segment also includes: educational and academic content that discusses profanity but does not include multiple profanity terms; news and entertainment content that discusses profanity but does not include multiple profanity terms.

Terrorism - High & Medium Risk

Content related to acts of terrorism, terrorist attacks, terrorist organizations, and facilitation of terrorism.

This segment also includes: discussion of terrorism in news, dramatic depiction, and entertainment content.

Terrorism - High Risk

Content related to acts of terrorism, terrorist attacks, terrorist organizations, and facilitation of terrorism.

This segment includes: promotion or irresponsible treatment of terrorism; content that provides information on how to commit acts of terrorism or join terrorist organizations; discussion of terrorism in user-generated and/or unmoderated content.

Terrorism - High, Medium & Low Risk

Content related to acts of terrorism, terrorist attacks, terrorist organizations, and facilitation of terrorism.

This segment also includes: discussion of terrorism in educational and informational or scientific and academic content.

Tobacco & eCigarettes - High & Medium Risk

Content about tobacco and tobacco products, such as cigarettes, cigars, pipes, smokeless tobacco, and tobacco smoking simulators such as e-cigarettes. This includes any aspects of this topic, including health, business, politics and lifestyle.

This segment also includes: discussion of tobacco and e-cigarettes in news, dramatic depiction, and entertainment content.

Tobacco & eCigarettes - High Risk

Content about tobacco and tobacco products, such as cigarettes, cigars, pipes, smokeless tobacco, and tobacco smoking simulators such as e-cigarettes. This includes any aspects of this topic, including health, business, politics,  and lifestyle.

This segment includes: discussion of how to use, make, purchase tobacco and e-cigarettes; promotion or irresponsible content about smoking; discussion of tobacco and e-cigarettes in user-generated and/or unmoderated content.

Tobacco & eCigarettes - High, Medium & Low Risk

Content about tobacco and tobacco products, such as cigarettes, cigars, pipes, smokeless tobacco, and tobacco smoking simulators such as e-cigarettes. This includes any aspects of this topic, including health, business, politics,  and lifestyle.

This segment also includes: discussion of tobacco and e-cigarettes in educational and informational or scientific and academic content.

Unknown Brand Safety

Returned either when DV has no classification information about the page (i.e., no avoidance or contextual categories) or the auction does not contain a web page URL or bundleID/AppID that can be evaluated for brand safety (e.g. blinded impressions, mobile app impressions). This segment is made available to maximize the brand safety protection for especially cautious bidders by allowing them to exclude impressions in their avoidance categories or where the brand safety status is unknown.

Unmoderated UGC - Forums, Images & Video

User Generated Content. This category applies specifically to online forums where users communicate directly with each other.

Vehicle Disasters - High & Medium Risk

Content related to vehicle disasters that are accidentally or intentionally caused. This includes sea and land vehicles, such as boats, buses, cars, and trains.

This segment also includes: discussion of vehicle disasters in news, dramatic depiction, and entertainment content.

Vehicle Disasters - High Risk

Content related to vehicle disasters that are accidentally or intentionally caused. This includes sea and land vehicles, such as boats, buses, cars, and trains.

This segment includes: irresponsible treatment of vehicle disaster events; discussion of vehicle disasters in user-generated and/or unmoderated content.

Vehicle Disasters - High, Medium & Low Risk

Content related to vehicle disasters that are accidentally or intentionally caused. This includes sea and land vehicles, such as boats, buses, cars, and trains.

This segment also includes: discussion of vehicle disasters in educational and informational or scientific and academic content.

Violence - High & Medium Risk

Content related to acts of physical harm and weapons that cause physical harm. The category includes content related to both legal and illegal violent subjects, such as: violent sports, firearms, shootings, violent crime, animal cruelty, and more.

This segment also includes: discussion of violence and weapons in news, dramatic depiction, and entertainment content.

Violence - High Risk

Content related to acts of physical harm and weapons that cause physical harm. The category includes content related to both legal and illegal violent subjects, such as: violent sports, firearms, shootings, violent crime, animal cruelty, and more.

This segment includes: promotion or irresponsible treatment of violence and weapons; the offer of weapons for sale or guidance on where/how to purchase weapons; discussion of violence and weapons in user-generated and/or unmoderated content.

Violence - High, Medium & Low Risk

Content related to acts of physical harm and weapons that cause physical harm. The category includes content related to both legal and illegal violent subjects, such as: violent sports, firearms, shootings, violent crime, animal cruelty, and more.

This segment also includes: content related to violence recovery or violence mitigation in educational and informational content; discussion of violence in scientific and academic content.

Fraud & IVT by Site/App (Avoidance Targeting) - Sites with Insufficient Fraud & IVT Stats

Sites or Apps where DV does not have sufficient fraud and invalid traffic stats to classify.

Fraud & IVT by Site/App (Avoidance Targeting) - Sites with >= 2% Fraud & IVT

Sites with greater than or equal to 2% traffic classified as fraud or invalid traffic.

Fraud & IVT by Site/App (Avoidance Targeting) - Sites with >= 4% Fraud & IVT

Sites with greater than or equal to 4% traffic classified as fraud or invalid traffic.

Fraud & IVT by Site/App (Avoidance Targeting) - Sites with >= 6% Fraud & IVT

Sites with greater than or equal to 6% traffic classified as fraud or invalid traffic.

Fraud & IVT by Site/App (Avoidance Targeting) - Sites with >= 8% Fraud & IVT

Sites with greater than or equal to 8% traffic classified as fraud or invalid traffic.

Fraud & IVT by Site/App (Avoidance Targeting) - Sites with >= 10% Fraud & IVT

Sites with greater than or equal to 10% traffic classified as fraud or invalid traffic.

Fraud & IVT by Site/App (Avoidance Targeting) - Sites with >= 25% Fraud & IVT

Sites with greater than or equal to 25% traffic classified as fraud or invalid traffic.

Fraud & IVT by Site/App (Avoidance Targeting) - Sites with >= 50% Fraud & IVT

Sites with greater than or equal to 50% traffic classified as fraud or invalid traffic.

Fraud & IVT by Site/App (Avoidance Targeting) - Sites with >= 75% Fraud & IVT

Sites with greater than or equal to 75% traffic classified as fraud or invalid traffic.

Fraud & IVT by Site/App (Avoidance Targeting) - Fraudulent Sites/Apps (100% Invalid Traffic)

Sites or Apps, presently or historically, associated with indications of ad impression fraud including, but not limited to, indications of impression laundering, hidden ads, or nonhuman bot traffic.

Fraud & IVT by Impression (Avoidance Targeting) - Fraud & Invalid Traffic Devices (Bots, Data Center, Hijacked Devices, Emulators, and GIVT)

Impressions where DV has previously evaluated and identified as running in browsers controlled by a nonhuman bot or from an invalid traffic source such as nonhuman data center traffic, hijacked device, or mobile emulator. The segment also includes impressions from General Invalid Traffic (GIVT) including known bot/spider, known data centers, or unknown browsers.