Introducing the Ad Quality Report

The Ad Quality report in Sortable Analytics provides you with insights about the impressions that are being blocked by Confiant, Sortable's ad quality partner.

What is Confiant and how does it work?

Sortable has partnered with Confiant to protect you and your website's users from redirects and other malicious ads. Confiant monitors impressions in real time by scanning the ad code before it is delivered to the page. If any part of the code matches Confiant's database of known threats, the ad is blocked from serving. 

Our implementation of Confiant is integrated with Sortable's Prebid container, and therefore can monitor any demand serving through that container. Currently, we cannot monitor Google Dynamic Allocation (Ad Exchange and Exchange Bidding), Amazon UAM, or any other non-Sortable order serving through Google Ad Manager (often referred to as Direct, Self-Serve, or House ads). In most cases, Confiant is only enabled on Sortable demand seats. If you have your own demand accounts and want to know more about monitoring this demand with Confiant, please reach out to your Technical Account Manager (TAM) or

Where can I find the Ad Quality report?

Note that the Ad Quality report is currently in a limited beta release, and is not yet available to all publishers. If you want to access this report, and do not see it in Sortable Analytics, please reach out to your TAM or

You can find the Ad Quality report in Sortable Analytics by navigating to Reports > Create New Report.

To create, customize, or save a new Ad Quality report, follow the same process as described in the Ad Revenue Report Tutorial. Also see our Sortable Analytics FAQ and Report Terms articles for more information about using and interpreting Sortable Analytics reports.

What dimensions and metrics are available in the Ad Quality report?

The following dimensions are available in the Ad Quality report:

  • Account: Name of the customer in Sortable's database
  • Country: Country that the impression served in
  • Day: The date of the data, based on the selected timezone
  • Device Type: The device type associated with the data (Desktop, Smartphone, Tablet, or Unknown)
  • Hour: Hour of the data, based on the selected timezone
  • Month: Month of the data, based on the selected timezone
  • OS: The operating system of the user's device
  • Partner: Winner of the impression
    Note: "Google Dynamic Allocation" includes both AdX and EBDA. "Unknown" in this report includes all Direct and House ads.
  • Site: Domain that the impression served on

The following metrics are available in the Ad Quality report:

  • Total Impressions: The total number of impressions served, including blocked impressions
  • Blocked Impressions: The total number of impressions blocked by Confiant
  • Block Rate: Blocked impressions divided by the total number of impressions
  • Blocked CPM: The average CPM of blocked impressions

We welcome your feedback on this new report! If there are other dimensions or metrics that you would find helpful, please let us know by telling your TAM, or by clicking the Feedback button  on the top right of the Sortable Analytics UI and submitting your comments.

How do I interpret the Ad Quality report?

The Ad Quality report is designed to give you a better understanding of how many malicious ads are being blocked on your website(s), which demand partners are contributing most to these malicious impressions, and how much malicious advertisers are bidding on your inventory.

Understanding block rate

  • In general, a low block rate is good, as this means there are not many threats serving through your demand channels. However, bear in mind that a spike in block rate can also be good; this means that Confiant is doing its job and preventing your users from experiencing malicious ads.
  • As a benchmark, consider that Confiant's network-wide block rate for Q4 2019 was 0.7%. The demand flowing through Sortable's accounts tends to have a much lower block rate than this, because we work with our demand partners to eliminate fraudulent buyers.
  • AdX, Amazon, and Direct orders are not monitored, and publisher header bidder seats are only monitored if you've arranged this with us. Therefore, these partners will always show a 0% block rate because any threats from these sources are not being monitored (or blocked).
  • The Block Rate metric is intended to show what proportion of your impressions have been blocked by Confiant. Note that because not all demand is being monitored, this metric should not be used to compare relative ad quality when using dimensions other than Partner.

Why isn't all of my demand being monitored by Confiant?

As noted above, Sortable's Confiant integration does not monitor all demand serving to our publishers.

  • Amazon: Confiant is currently not able to monitor Amazon UAM demand, although this is on their roadmap. 
  • Google Ad Exchange and Exchange Bidding: Because Sortable's current implementation of Confiant is integrated with our Prebid container, only Prebid connections can be monitored. AdX historically has a very low rate of malicious creatives compared to other exchanges and SSPs, and we consider this a low-risk demand source; however, this stance may be reconsidered in the future.
  • Direct orders: As described above, because Confiant is integrated with our Prebid container, only demand partners bidding in that container can be monitored. All non-Sortable GAM orders are not monitored. It is the publisher's responsibility to vet these demand sources.
  • Publisher header bidder seats: Sortable takes responsibility for the ad quality on our demand accounts, and we monitor our own seats with Confiant. In most cases, publisher seats are not monitored, but this can easily be configured. If you are interested in having your demand seats monitored by Confiant, please reach out to your TAM or email us at