Blis - TFAQs

These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of May 2020

The questions fall under three different categories:


What is your business model and how do you make money? 
Blis is the trusted leader in location-powered advertising and analytics, helping brands understand, reach and engage consumers globally to deliver measurable results. Because location data is the most accurate indicator of ’real’ behaviour and intent at scale vs any other type of data, Blis uses this data to map real-world consumer behaviours based on where people are and where they've been, uncovering the truth about what people actually do. This also enables more effective planning, activation and measurement for marketers and business decision makers alike. Most of our business is through the delivery of ad campaigns bought via full service, programmatic, self-serve and DaaS via any of the agreed cost per models: CPM, CPE, CPCV.

Can you outline the full details of the agreement on a booking form / contract?
The details on an insertion order with Blis include: Agency/Advertiser, booked impressions, cost type, rate, total cost, campaign dates, targeting objectives, whitelist/blacklist, flight dates, formats, campaign specifics, Blis' Terms & Conditions and the client's Terms & Conditions.

Will you share who your trading partners are?
Blis transparently shares who our trusted partners are across technology, inventory and data which can be seen on our website here, as well as a list of our clients, most of the world's leading global brands. We can share our agency/advertiser trading partners upon request.


Do you own the inventory you sell?
Blis does not own the inventory that it sells.

If you don’t own your own inventory then how do you access inventory and which platforms do you use?
Blis is directly integrated with the largest SSPs, which gives us access to the vast majority of global programmatic inventory. A full list of SSPs is available upon request.

Do you specify your media placements and positions?
Yes, white and black lists are provided with a booking order and reports are regularly shared throughout the campaign. Clients also have full access to the platform to be able to see their campaigns in action and for full transparency.

What insights do you provide back to advertisers?
When clients run a campaign with Blis, they receive a thorough end-of-campaign report that includes: campaign planning, activation and measurement analytics, as well as ad verification, brand safety and viewability. We also provide access for our full service clients to our Smart Platform, where they can monitor campaign activity. We also have a dedicated insights team that provides bespoke campaign analysis, as well as measurement and attribution upon request.

Does the inventory you own or access include UGC content?
Yes, we access brand-safe UGC content under the JICWEBS certification.

What brand safety measures do you use?
Blis takes brand safety seriously, all of our practices are outlined in our Brand Safety Policy:

Which industry standards have you been certified against?
Blis are proud to be IAB Gold Standard certified. We also follow the JICWEBS DTSG, the Anti Ad Fraud Good Practice Principles and hold a TAG Certified Against Fraud Seal.

Do you have a policy in place for ad-misplacement?
Our ad placement policy can be found within our Brand Safety Policy:

Are you happy to share your optimisation tactics?
Yes, optimisation tactics and strategies are shared with customers regarding their campaigns. Customers can also use our self-serve tool for bookings and to access optimisation in real-time. This will shortly be available to our full service customers, also.


Under GDPR what legal basis are you providing your services under?

If consent is the mechanism then can you prove how you obtained it?
Blis follow the IAB Europe Transparency & Consent Framework

Are you using the IAB Framework?
Yes, we are on the Global Vendor List.

What other 3rd party data partners require consent for your business to deliver its service?
Blis does not require third-party data to provide a service for it's customers, however any third party vendors that it does work with, are required to follow the IAB framework or show evidence of GDPR compliance.

What do you do with data you obtain from advertiser’s campaigns or data tags?
Blis use collected data for ad personalisation, targeting and measurement. You can see more information about our data usage in our privacy policy:

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?
Yes. We work with most recognised ad verification and measurement providers, such as: MOAT, IAS, Grapeshot, Nielsen and DoubleVerify, but any other verification partners can be requested by the advertiser.

Will you provide a link to your privacy and data policies?

Will you share how you build audience, contextual and targeting segments?
Blis uses a range or targeting tactics for campaign success these include but are not limited to: Audience Targeting (based on historical data), Location Targeting (proximity/real-time) and cross-device targeting. Our Audience Targeting segments are made up of pre-defined and custom audience segments. The approach and method are shared with customers pre and post campaign.


To find out which other companies have completed the FAQs, please visit our members directory here
Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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