Brand Safety Policy

Our commitment is to protect brand integrity and minimize risk for our advertisers by ensuring that campaigns are only delivered in verified, high-quality, and brand-safe environments. We employ a rigorous combination of manual vetting, proprietary technology, and third-party verification to uphold the highest standards of safety and suitability across our entire exchange.

I. Core Brand Safety Commitments

Third-Party Verification
We are fully integrated with leading third-party verification partners to provide transparent, independent assurance of ad quality and environment safety. These partnerships allow for continuous monitoring of every campaign and creative within our marketplace.

• Integral Ad Science (IAS)
• DoubleVerify (DV)

Advertisers may also request the investigation of relationships with other verification and attribution companies on a campaign-by-campaign basis.

Proactive Controls & Vetting
We take all reasonable efforts to minimize the risk of ad misplacement for both direct-sold and programmatic campaigns through robust platform controls:

• Manual App Vetting: Our Publishing team manually vets all new app publisher partners before they receive any non-test traffic from our marketplace to ensure their content is appropriate for advertising campaigns.
• SDK Integration: Our monetization SDKs are directly integrated with our app publisher partners, providing granular control over the environments where ads run.
• Advertiser Controls: We strictly adhere to whitelists (approved inventory) and blacklists (prohibited inventory) supplied by advertisers.
• Contextual Targeting: We use a combination of in-house and third-party tools to monitor ad delivery and can use contextual targeting to exclude advertisers from specific apps or content categories they may find objectionable to their overall brand image.

II. Content Standards: Brand Safety Floor & Suitability

We employ a two-tiered content standard to ensure maximum brand protection: the Brand Safety Floor (content prohibited entirely) and the Brand Suitability Framework (sensitive content managed via enhanced controls).

1. The Brand Safety Floor (Categorically Prohibited Content)
The Brand Safety Floor defines content that is categorically inappropriate for any advertising support. This content is strictly prohibited from our marketplace and any app or inventory identified as containing it will be immediately blocked and suspended.
The Brand Safety Floor includes, but is not limited to, content that promotes, advocates, or explicitly depicts:

• Pornography and Explicit Sexual Content: Illegal sale, distribution, and consumption of child pornography; explicit or gratuitous depiction of sexual acts, and/or display of genitals, real or animated.
• Hate Speech and Acts of Aggression: Behavior or content that incites hatred, promotes violence, vilifies, or dehumanizes groups or individuals based on protected characteristics (race, ethnicity, gender, sexual orientation, disability, etc.).
• Crime and Harmful Acts: Graphic promotion, advocacy, and depiction of willful harm and actual unlawful criminal activity; explicit violations or offenses of Human Rights (e.g., human trafficking, slavery, self-harm, animal cruelty, harassment, or bullying).
• Arms and Ammunition: Promotion and advocacy of sales of illegal arms, rifles, and handguns; instructive content on how to obtain, make, distribute, or use illegal arms; glamorization of illegal arms for the purpose of harm to others.
• Death, Injury, or Military Conflict: Promotion, incitement, or advocacy of murder, willful bodily harm, or graphic depictions of willful harm to others; live-action footage/photos of genocide or other war crimes.
• Terrorism: Promotion and advocacy of graphic terrorist activity involving defamation, physical, and/or emotional harm of individuals, communities, and society.
• Illegal Drugs, Tobacco, and Alcohol: Promotion or sale of illegal drug use (including abuse of prescription drugs); promotion and advocacy of Tobacco, e-cigarette (Vaping), and Alcohol use to minors.
• Obscenity and Profanity: Excessive use of profane language or gestures and other repulsive actions that shock, offend, or insult; explicitly gory, graphic, or repulsive content intended to shock and disgust.
• Misinformation: Verifiably false or willfully misleading content that is directly connected to user or societal harm (e.g., medical misinformation, election interference).
• Illegal Activity and Gambling: Any content promoting illegal downloads/streaming or any form of gambling using actual currency not compliant with regional regulations.

2. The Brand Suitability Framework
The Brand Suitability Framework details sensitive content that is not prohibited, but requires enhanced advertiser controls and careful management to mitigate risk according to individual brand comfort levels. This content is categorized by three levels of risk: High, Medium, and Low.

III. Policy Enforcement and Takedown Protocol

Content Violation Process

1. Detection: Should any app be identified as violating the Brand Safety Floor (Prohibited Content) via our internal tools, third-party partners, or advertiser reporting.
2. Investigation: The app will be immediately paused from monetization, and our Publishing team will launch a full investigation into the content.
3. Suspension: If the investigation confirms the violation of our brand safety guidelines, the app will be permanently suspended, removed from our marketplace, and added to a master blacklist.

Official Takedown Policy

In the event that an ad is found to appear in an app or environment which a client deems inappropriate or brand unsafe, the following protocol is in place:

1. Reporting: Clients should immediately contact their dedicated Account Manager with the details of the ad placement.
2. Immediate Action (Pause): Upon receiving the request, our first priority is to pause the specified campaign(s) or environment(s) immediately to stop the unwanted delivery. This action is typically executed within minutes.
3. Investigation & Takedown Guarantee: The relevant team members will launch a full investigation into the content violation.
4. Goal: We will endeavor to action all takedown requests received during standard business hours within three (3) working hours.
5. Guaranteed SLA: All takedown requests received within standard business hours (e.g., Monday–Friday, 9:00 AM–5:30 PM in the relevant country) will be guaranteed to be resolved within a firm SLA of eight (8) working hours from the time of documented receipt.

The contractual consequences of not taking down an advertisement in accordance with this policy are agreed upon with the buyer on a case-by-case basis.