PIQ is Picnic Inventory Quality — independent, proprietary inventory quality data. Refreshed daily. The data behind every campaign Picnic curates, prices and reports on.
Start here. Every domain on the open web runs through the same four steps — from crawl to activation — to become a single score you can actually buy on. Here’s the path that score takes.
Our PIQ Agent simulates real human browsing across tens of thousands of domains on the open web.
100+ quality signals are then modelled into two indexes, Ad Experience and Publisher Profile and combined into one PIQ Score.
PIQ curates high quality inventory aligned to your campaign objective, targeting and format.
Curated, quality-assured inventory is activated in your buying platform.
Depending on your campaign objective, PIQ prioritises different signals to help achieve your goals.
Now run those signals across the whole open web, and a clear pattern emerges. Every domain sits somewhere on a 0–100 PIQ scale, and most of it clusters low — busy ad layouts, weak publisher signals, made-for-advertising traits. PIQ scores the whole curve, so you can see exactly where inventory falls and draw the line where it matters. Anything under 30 we treat as ad waste and exclude by default.
High ad density, intrusive formats, weak or unknown publishers — classic made-for-advertising traits. Cheap to buy, expensive in wasted spend. PIQ excludes this by default.
Sound user experience and a vetted mix of publishers. Low risk and a good balance of quality, cost and scale — where most campaigns can sit comfortably.
Low ad density, strong publisher profiles, viewable and attention-rich. The tightest outcomes and lowest ad-waste risk — ideal for brand and upper-funnel.
Get a free Inventory Health Check — a PIQ audit of any domain or publisher list, with the score, the signal breakdown, and the ad waste hiding inside.
