Restricted Ad Content & Control

To provide our buyers with maximum access to the most premium inventory, Verizon Media SSP must be vigilant and progressive with our policies regarding creative enforcement and ad quality.

The Verizon Media SSP offers brand safety and ad quality controls. Failure to comply with the policies outlined below will result in monetary penalties, the suspension of your account and/or removal from the Marketplace as indicated in the Terms of Service.

For questions about any of our creative ad restrictions or policy guidelines, contact your Demand Services Manager.

Prohibited Content (by IAB Category)

  • 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

Buyers on Verizon Media SSP must never serve ads that fall into the following IAB or custom categories:

IAB-24

Uncategorized

 

NEX25-101

Advertiser Unknown

IAB-25

Non-Standard Content

 

NEX25-102

Other

IAB25-1

Un-moderated UGC

 

IAB-26

Illegal Content

IAB25-2

Extreme Graphic/Explicit Violence

 

IAB26-1

Illegal Content

IAB25-3

Pornography

 

IAB26-2

Warez

IAB25-4

Profane Content

 

IAB26-3

Spyware/Malware

IAB25-5

Hate Content

 

IAB26-4

Copyright Infringement

IAB25-6

Under Construction

 

NEX26-101

Other

IAB25-7

Incentivized

     

Category blocks are always passed in the “bcat” field of the bid request. Example: IAB24 and IAB 25-5. Refer to the IAB OpenRTB spec for additional details.

Prohibited Ad Behavior

Buyers must never serve ads or creatives with the following attributes:

  • Auto-redirect ads – automatically redirect the user without their engagement or direct action (e.g. click, touch)
  • Deceptive ads resembling user interface elements (e.g. text boxes) - these ads do not ask the user for permission before initiating services and/or fees. Includes click-to-call and click-to-subscribe ads that do not include an intermediary land page or another 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 ad scanning. For example, cloaking ad content or ad behavior to avoid detection by quality controls.

Restrictions by Publishers

IAB Category Blocking

Many premium publishers use the Verizon Media SSP to share their mobile content. Some of those publishers may require blocking of the content categories listed below.

We expect all bidders to correctly classify all of their ads into the IAB categories. Additionally, buyers are not to serve ads that have been classified with blocked categories. Serving is permitted if the publisher does not have a block in place.

IAB or NEX #

Description

 

IAB or NEX #

Description

IAB3-7

Government

 

NEX9-107

Surveys & Quizzes

IAB6-6

Parenting teens

 

NEX9-109

Gambling

IAB6-7

Pregnancy

 

IAB-11

Law, Gov't & Politics

IAB7-39

Sexuality

 

IAB11-1

Immigration

IAB7-41

Smoking Cessation

 

IAB11-2

Legal Issues

IAB7-42

Substance Abuse

 

IAB11-4

Politics

IAB8-5

Cocktails/Beer

 

NEX11-101

Election

IAB8-18

Wine

 

IAB13-2

Credit/Debt & Loans

NEX8-101

Liquor

 

IAB14-1

Dating

NEX9-104

Content Downloads & Subscriptions

 

NEX20-101

Resort & Casino

NEX9-105

Casino Games

 

IAB22-1

Contests & Freebies

NEX9-106

Mature Games

 

IAB22-2

Couponing

Attribute Blocking

A number of our premium publishers may require the blocking of ads using attributes as outlined in the IAB OpenRTB spec. If a bid request contains any of the blocked attributes listed in the table below, buyers should not serve ads containing those attributes. Serving ads is permitted if the publisher does not have a block request in place for these attributes.

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)

8

Provocative or Suggestive Imagery

9

Shaky, Flashing, Flickering, Extreme Animation, Smileys

10

Surveys

11

Text Only

12

User Interactive (e.g., Embedded Games)

13

Windows Dialog or Alert Style

14

Has audio on/off button

15

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. Refer to the IAB OpenRTB spec for additional details.

Policy Control

At our sole discretion, Verizon Media may terminate your access to our SSP for any policy violations. In addition, we may use other legal or contractual remedies, as well as assess a surcharge for any such violation. If Verizon Media assesses a surcharge, reasonable discretion will be used to determine the amount, taking into account the nature of the violation, the additional work or expense incurred by Verizon Media in dealing with the violation, and the harm done to our reputation and/or to other clients.

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