The "Filter Reasons" template provides transparency into why ad requests or ad calls were filtered and did not proceed to bidding or serving.
It helps users quickly identify technical, targeting, or policy-related reasons that prevent traffic from being processed.
Using this information, publishers and account managers can troubleshoot low volume, missing bids, or unexpected delivery behavior more efficiently.
Source level
When no specific slices are selected, or when only source-related slices are applied (for example, Source, Channel), the system displays filter reasons related to traffic blocking before campaign evaluation.
At this level, filter reasons reflect why traffic was blocked on the account, channel, or source level, including:
Global block lists applied on the account level
Block or allow lists applied on the channel level
Limits and caps set on the channel level
Targeting restrictions configured on the source level
Limits and caps applied directly on the source level
These filter reasons indicate that the ad call was filtered prior to reaching any campaign logic.
Campaign level
Filter reasons on the Campaign level are displayed when any campaign-related slice is selected in the report (for example, Campaign, Advertiser, Campaign Integration Type, etc.).
At this level, the system shows reasons why an ad call was filtered during campaign evaluation, after it successfully passed source- and channel / account -level checks.
Campaign-level filter reasons may include:
Campaign targeting mismatches (geo, device, environment, content, etc.)
Budget limits or pacing restrictions on the campaign
Frequency caps applied on the campaign or creative level
Campaign status or scheduling limitations
These filter reasons indicate that the ad call reached the campaign stage but was excluded by campaign-level logic.
| Level | Filter Reason | Definition |
|---|---|---|
| Source | All | Summ of all Filtered Source Ad Calls |
| Campaign | All | Summ of all Filtered Campaign Ad Calls |
Request Filtered Reasons / Targeting
Targeting-related filter reasons include mismatches in geography, device type, content category, domain or app bundle, as well as allow/block list restrictions.
| Level | Filter Reason | Definition |
|---|---|---|
| Source | Coppa Mismatch | Ad calls that were filtered due to the source-level COPPA compliance restrictions |
| Source | Mismatch Bid Floor | Ad calls that were filtered because the source-level bid floor requirements were not met |
| Source | Mismatch Geo | Ad calls that were filtered because the user location does not match geo targeting |
| Source | Request Error App Bundle Mismatch | Ad calls that were filtered because the app bundle does not match the global account / channel / source targeting |
| Source | Request Error App Name Mismatch | Ad calls that were filtered because the app name does not match the global account / channel / source targeting |
| Source | Request Error No UA | Ad calls that were filtered because the user agent is missing |
| Source | Targeting Mismatch Device Type | Ad calls that were filtered because the device type does not match source targeting |
| Source | Targeting Mismatch Domain | Ad calls that were filtered because the domain does not match the global account / channel / source targeting |
| Source | Targeting Mismatch IPs | Ad calls that were filtered because the IP address does not match source-level targeting |
| Source | Targeting Mismatch Player Size | Ad calls that were filtered because the player size does not match source-level targeting |
| Source | Targeting Mismatch Segment | Ad calls that were filtered because the call does not match the source targeted segment |
| Campaign | Adult Filter Mismatch | Ad calls that were blocked due to adult or sensitive content restrictions |
| Campaign | App Bundle Mismatch | Ad calls that were blocked because the app bundle ID does not match campaign / advertiser targeting |
| Campaign | App Name Mismatch | Ad calls that were blocked because the app name does not match campaign / advertiser targeting |
| Campaign | Content Channel Name Mismatch | Ad calls that were blocked because the content channel name does not match campaign targeting |
| Campaign | Content Genre Mismatch | Ad calls that were blocked because the content genre does not match campaign targeting |
| Campaign | Content Ids Mismatch | Ad calls that were blocked because the content ID does not match campaign targeting |
| Campaign | Content Keywords Mismatch | Ad calls that were blocked because the content keywords do not match campaign targeting |
| Campaign | Content Languages Mismatch | Ad calls that were blocked because the content language does not match campaign targeting |
| Campaign | Content Livestream Mismatch | Ad calls that were blocked because the content livestream flag does not match campaign targeting |
| Campaign | Content Network Name Mismatch | Ad calls that were blocked because the content network name does not match campaign targeting |
| Campaign | Content Title Mismatch | Ad calls that were blocked because the content title does not match campaign targeting |
| Campaign | COPPA | Ad calls that were blocked due to COPPA compliance restrictions (child-directed content) |
| Campaign | Device Type Mismatch | Ad calls that were filtered because the device type does not match campaign targeting |
| Campaign | Geo Mismatch | Ad calls that were blocked because the user location does not match geo targeting |
| Campaign | IAB Categories List Mismatch | Ad calls that were blocked because the content IAB category does not match the campaign targeting |
| Campaign | Local Domains Mismatch | Ad calls that were blocked because domain does not match campaign / advertiser targeting |
| Campaign | Megatron Mismatch (internal) | Ad calls that were filtered due to internal traffic validation or routing rules |
| Campaign | Mismatch Dayparting | Ad calls that were blocked because the call occurred outside allowed dayparting hours at the campaign level |
| Campaign | Mismatch Device ID | Ad calls that were filtered because the device ID did not meet campaign targeting requirements |
| Campaign | Mismatch Device Langs | Ad calls that were filtered because the device language does not match campaign targeting |
| Campaign | Mismatch Floor | Ad calls that were filtered because the bid price did not meet the required floor |
| Campaign | Mismatch Scoring | Ad calls that were filtered because the traffic did not meet the required quality or scoring criteria |
| Campaign | Mismatch UA | Ad calls that were blocked because the user agent does not match campaign targeting |
| Campaign | OS Mismatch | Ad calls that were blocked because the operating system does not match campaign targeting |
| Campaign | Player Size Extended Mismatch | Ad calls that were blocked because the player size does not match campaign targeting |
| Campaign | Segments Mismatch | Ad calls that were blocked because the user does not belong to the targeted segment at the campaign level |
Requests Filter Reasons / Capping
Capping-related filter reasons include reaching request limits, impression caps, budget thresholds, pacing restrictions, and frequency caps. These mechanisms help control traffic distribution, spending, and delivery stability across the platform.
| Level | Filter Reason | Definition |
|---|---|---|
| Source | Imps Caps Exceeded | Ad calls that were filtered because the impression limit was reached at the channel / source level |
| Source | Opportunities Caps Exceeded | Ad calls that were filtered because the source-level opportunity limit was exceeded |
| Source | Source Reqs Caps Exceeded | Ad calls that were filtered because the source call limit was exceeded |
| Campaign | AdOps Limit | Ad calls that were blocked due to Ad Opportunities limits at the campaign / advertiser |
| Campaign | AdReq Rps Limit | Ad calls that were blocked because the ad call rate limit (RPS) was exceeded |
| Campaign | Adv Revenue Cap | Ad calls that were blocked because the advertiser revenue cap has been reached |
| Campaign | Client Caps Exceeded | Ad calls that were filtered because client-level limits such as frequency or volume caps were reached |
| Campaign | Frequency Limit | Ad calls that were blocked because the frequency cap at the campaign has been reached |
| Campaign | From Source Rps Limit | Ad calls that were blocked because the source call per second limit (RPS) was exceeded |
| Campaign | Impressions Limit | Ad calls that were blocked because the impression limit at the campaign / advertiser has been reached |
| Campaign | Outbound QPS Exceeded | Ad calls that were blocked because the outbound QPS limit at the campaign was exceeded |
Requests Filter Reasons / Server Tech
This section covers technical reasons why an ad request was filtered on the server side before or during processing.
| Level | Filter Reason | Definition |
|---|---|---|
| Source | Invalid Requests | Ad calls that were filtered because the call is invalid or malformed |
| Source | Targeting Mismatch Supply VAST/RTB Type | Ad calls that were filtered because the supply type does not match the required source-level VAST or RTB format (for example, when a supplier sends a GET (form of tag-based) call to an RTB source that expects POST (from of RTB call) |
| Source | Request Error Aid Filtered | Ad calls that were filtered because of IVT prebid scanning |
| Campaign | Item Disabled | Ad calls that were blocked because the campaign / advertiser is disabled |