Creative Enforcement and Ad Quality Policy

Brand safety for both our media buyers and publishers is of the upmost importance to ONE by AOL: Mobile. Our role, for both publishers and media buyers, is to create a brand-safe environment to allow them to execute their mobile ad business while effectively managing brand risk. As a result, we have put in place a Creative Enforcement and Ad Quality Policy to identify and remove risky practices and creative.

Specific to media buyers, in order to provide our media buyers with the best access to the most premium inventory, ONE by AOL: Mobile needs to be vigilant with our policies and procedures around creative enforcement and ad quality. Failure to comply with these policies will result in the suspension of your account as indicated in the Terms of Service.

The ONE by AOL: Mobile Marketplace offers brand safety and ad quality controls. For violations that occur, accounts will be penalized and subject to removal from the ONE by AOL: Mobile MarketplaceDetails on the ONE by AOL: Mobile Creative Enforcement Policy can be found here. If at any time you have questions about any of our creative ad restrictions or policy guidelines, please contact your Demand Services Manager or email demandservices@millennialmedia.com.

Quicklinks

Prohibited Content and Creative

Prohibited IAB Categories

Media buyers on the ONE by AOL: Mobile Marketplace should never serve ads that fall into the following IAB andONE by AOL: Mobile custom categories:

IAB-24

Uncategorized

IAB-25

Non-Standard Content

IAB25-1

Un-moderated UGC

IAB25-2

Extreme Graphic/Explicit Violence

IAB25-3

Pornography

IAB25-4

Profane Content

IAB25-5

Hate Content

IAB25-6

Under Construction

IAB25-7

Incentivized

NEX25-101

Advertiser Unknown

NEX25-102

Other

IAB-26

Illegal Content

IAB26-1

Illegal Content

IAB26-2

Warez

IAB26-3

Spyware/Malware

IAB26-4

Copyright Infringement

NEX26-101

Other

Category blocks are always passed in the bid request within the “bcat” field as “IAB24” and “IAB 25-5”.  Please refer to the IAB OpenRTB 2.1 spec for additional details.

Prohibited Creative Behaviors

Media buyers must never serve ads with these creative attributes:

  • Auto-redirect ads – these are ads that automatically redirect the user without the user’s engagement or action (e.g. click, touch)
  • Deceptive ads that resemble user interface elements (e.g. text boxes), and/or ads that do not ask the user for permission before initiating any services/fees.  This includes click-to-call and click-to-subscribe ads that do not include an intermediary land page or other prompt that clearly explains the terms and/or fees associated with the call or subscription.
  • Deceptive ads that circumvent or interfere, or attempt to circumvent or interfere, with advertising operations, including but not limited to creative scanning. For example, cloaking ad content or ad behavior to avoid detection by quality controls.

Prohibited Creative Attributes

Media buyers must never serve ads with the creative attributes:

  • (3) Expandable (automatic)
  • (8) Pop (e.g. over, under, or upon exit)

These blocks are always passed in the bid requests within the “battr” field as an array of integers. Please refer to the Open RTB standards for additional details.

Other Prohibited Content 

Media buyers must never serve ads, which contain the following content:

  • Violence and hate
  • Adult and/or sexual products and services
  • Drugs and drug paraphernalia
  • Weapons and weapon accessories
  • Tobacco and tobacco accessories

Restricted Creative and Content

IAB Category Blocking

The ONE by AOL: Mobile Marketplace is the destination for premium publishers to share their mobile content; some of those publishers may require that the content categories listed below be blocked. ONE by AOL: Mobile expects media buyers on the ONE by AOL: Mobile Marketplace to correctly classify all their ads into the IAB categories and if a bid request contains any of these block requests, media buyers should not serve the ads that fall into these categories. However, if a publisher does not have a block request in place for these attributes, they are permitted.

IAB3-7

Government

IAB6-6

Parenting teens

IAB6-7

Pregnancy

IAB7-39

Sexuality

IAB7-41

Smoking Cessation

IAB7-42

Substance Abuse

IAB8-5

Cocktails/Beer

IAB8-18

Wine

NEX8-101

Liquor

NEX9-104

Content Downloads & Subscriptions

NEX9-105

Casino Games

NEX9-106

Mature Games

NEX9-107

Surveys & Quizzes

NEX9-109

Gambling

IAB-11

Law, Gov't & Politics

IAB11-1

Immigration

IAB11-2

Legal Issues

IAB11-4

Politics

NEX11-101

Election

IAB13-2

Credit/Debt & Loans

IAB14-1

Dating

NEX20-101

Resort & Casino

IAB22-1

Contests & Freebies

IAB22-2

Couponing

Creative Attribute Blocking

A number of our premium publishers may require blocking ads with certain creative attributes as outlined in OpenRTB 2.1. If a bid request contains any of these block requests, media buyers should not serve ads that contain the blocked attribute. However, if a publisher does not have a block request in place for these attributes, they are permitted.

 

Value

Description

1

Audio Ad (Auto Play)

2

Audio Ad (User Initiated)

3

Expandable (Automatic)

4

Expandable (User Initiated - Click)

5

Expandable (User Initiated - Rollover)

6

In-Banner Video Ad (Auto Play)

7

In-Banner Video Ad (User Initiated)

9

Provocative or Suggestive Imagery

10

Shaky, Flashing, Flickering, Extreme Animation, Smileys

11

Surveys

12

Text Only

13

User Interactive (e.g., Embedded Games)

14

Windows Dialog or Alert Style

15

Has audio on/off button

16

Ad can be skipped (e.g., skip button on preroll video)

These blocks are always passed in the bid requests within the “battr” field as an array of integers. Please refer to the IAB OpenRTB 2.1 spec for additional details.

Ad Screening and Ad Verification 

Ad Screening

ONE by AOL: Mobile provides publishers with the ability to review creative running on their sites and applications through the ONE by AOL: Mobile Marketplace. Providing this type of visibility is important to enable high value publishers to sell their inventory on the ONE by AOL: Mobile Marketplace while maintaining control of their brand and eliminating channel conflict. By default, all buyers have access to any given publisher, but a publisher may opt to restrict access to their inventory for buyers who do not enable ad screening.

Ad Verification

In addition, ONE by AOL: Mobile verifies the advertiser domain and IAB Level-2 content category of all ads served via the ONE by AOL: Mobile Marketplace. For an ad to be “qualified” for ONE by AOL: Mobile Marketplace Ad Verification the bid response must include properly formatted “iurl”, “cid”, “crid” and “adomain”.

In order to enable Ad Screening and Ad Verification and ensure you are eligible to buy from the widest range of high value publishers, you must include in all “bid” objects the following attributes as defined:

campaign_id (required)

  • campaign id should be the value used by the bidder to track and organize their campaigns.
  • In many cases there will be multiple creative ids that roll up to each campaign.
  • We’ve seen cases where creative ids and campaigns ids matched. This is not how the field should be used.

creative_id (required)

  • creative id should be the value used by the bidder to track and organize their creative.
  • We’ve seen cases where every creative was sent with a unique creative id. This leads to a proliferation of effectively duplicate creative in our Ad Verification tool. This field should not be used this way.

adomain (required)

  • adomain is the advertiser’s domain. The adomain submitted by a bidder should reflect the domain of the advertiser being represented.
  • For apps, it should be the domain of the advertiser (e.g. advertiser.com), NOT a link to the App Store.
  • The adomain should ONLY include a subdomain if it is relevant and the subdomain is not “www”.  For example, the adomain should be advertiser.com not www.advertiser.com, but subdomain.advertiser.com is preferred over advertiser.com, if relevant.
  • This should NOT include the http:// or https://.
  • There should be NO paths in the adomain (e.g. advertiser.com/subdomain). 

iurl (required)

  • iurl should either be the actual creative image or a representative image.
  • iurl should NOT be a link to an html page and should not be a generic placeholder image.
  • It’s important that the iurl represent the campaign for which it’s a part of.
  • In the case of rich media, the iurl should be a static image that represents the actual creative that will be served.

Creative Enforcement Policy

The actions listed below are taken only when there is detailed proof of the infraction. 

Violation Type

Violation

Action*

Prohibited IAB Categories and/or Content

IAB Categories 24-26AB; Content Categories: violence, hate, adult products/services/sites, drugs & drug paraphernalia, weapons

 

Immediate removal and indefinite suspension from the

ONE by AOL: Mobile Marketplace and a fee of 2% of previous months invoice or $1,000 (whichever is greater).

Prohibited Creative Attributes & Behaviors

Auto-redirects, deceptive ads, pops (pop under, over, exit); auto-expand

1st strike: Immediate removal from

ONE by AOL: Mobile Marketplace for a minimum of 1 business day and fee of 2% of previous months invoice or $1,000 (whichever is greater).  Will be enabled after root cause has been determined and fix to keep from happening again has been reviewed and approved. 

2nd Strike: immediate removal from

ONE by AOL: Mobile Marketplace for 5 business days and fee of 2% of previous months invoice or $1,000 (whichever is greater).  Will be enabled after root cause has been determined and fix to keep from happening again has been reviewed and approved.

3rd Strike: Immediate permanent removal from

ONE by AOL: Mobile Marketplace and fee of 2% of previous months invoice  or $1,000 (whichever is greater).

 

Restricted Content, Creative Attributes, & Behavior

Government/politics, pregnancy, sexuality, gambling, casinos, alcohol, smoking, credit/loan issues, contests/freebies, coupons; shaky/flashy, surveys

1st strike: Temporary removal from app/site and fee of .5% of previous months invoice or $500 (whichever is greater).  Will be enabled after root cause has been determined and fix to keep from happening again has been reviewed and approved.

2nd Strike: Temporary removal for minimum of 3 business days and fee of .5% of previous months invoice or $500 (whichever is greater).  Will be enabled after root cause has been determined and fix to keep from happening again has been reviewed and approved.

3rd Strike: Temporary removal for 5 business days and fee of .5% of previous months invoice or $500 (whichever is greater); permanent removal from premium publishers.

Ad Verification Parameters

Not compliant with any of the 4 required parameters: iurl, adomain, crid, cid

Limited access to

ONE by AOL: Mobile Marketplace premium inventory and $200 fee.

*The actions listed above are taken only when there is detailed proof of the infraction.

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