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Brand Safety Policy

Table of Contents

1.Supply Brand Safety

2. Demand Brand Safety

3. CTV Supply Quality Guidelines for ADS PLUS

4. Third-Party Tools

51. Inclusion & Exclusion Lists

6. Certifications with Industry regulatory bodies

7. Monitoring & Reporting

8. Conclusion

 

At AMAGI CORPORATION, we are committed to maintaining a secure, safe, and brand-appropriate advertising environment with our ADS PLUS solution.

 This Brand Safety Policy outlines our comprehensive procedures for managing content and inventory to protect both advertisers and consumers.

 We adhere to industry best practices and leverage technology to ensure that we minimize exposure to harmful or inappropriate content.

 

1. Supply Brand Safety

We take proactive steps to safeguard the integrity of our inventory by implementing the following measures:

 

Post-Impression Measurement & Monitoring

For all new inventory sources, we enable HUMAN post-imp measurement, which is reviewed weekly.

After a minimum of 30 days and at least 10,000 events measured, our Supply Operations team reviews the resulting Invalid Traffic (IVT).

If IVT exceeds 5%, we address the issue with the partner to investigate and block the source. If the player/partner does not acknowledge and address the IVT within 30 days, the inventory source will be deactivated.

 

2. Demand Brand Safety

Domain Review and Categorization

We carefully monitor inbound advertiser domains to ensure they meet our brand safety standards. These domains are reviewed daily by our ad quality team, who assign a primary category based on the IAB Ad Product Taxonomy 2.0.
Domains falling into BLOCKED categories (e.g., “Weapons and Ammunition,” “Sexual Health,” “Debated Sensitive Social Issues”, etc) are placed on a global blocklist and updated every 4 hours.
Domains falling within RESTRICTED categories (e.g., “Politics,” “Alcohol,” “Pharmaceuticals”) are added to specific category blocklists, and this information is synchronized with our ad server to block those domains automatically from delivering to publishers with policies against such content.

 

Creative Monitoring and Blocking

If an inappropriate creative is reported or detected by our system, our team investigates the issue and uses the SpringServe BingeWatcher tool  to block the specific creative. This tool enables us to search for keywords in the ad transcript to isolate and block harmful creatives that may bypass domain-level safeguards.
Additionally, AMAGI CORPORATION , ADS PLUS solutions implements its Creative Ad Quality Guidelines to ensure that all creatives meet specific ad standards, which include:

 

Ad Formats to Avoid:

We require all advertising partners to ensure that their creatives do not feature disruptive ad formats such as:

  • Pop-Up Ads
  • Auto-Playing Video Ads with Sound [during content)]
  • Pre interstitial Ads with Countdown
  • Large Sticky Ads
  • Flashy or Blinking Ads

 

Best Practices for Ad Creatives:

To provide a non-intrusive ad experience, the following best practices are encouraged:

  • Respect User Autonomy: Ads should be easy to dismiss without hindering the content consumption experience.
  • File Size Optimization: Ads should not negatively impact page load times or video buffering.
  • Audio Control: Users should control when and if audio plays.
  • Frequency Capping: Prevent excessive repetition of ads within short periods of time.

 

Prohibited and Restricted Ad Content

AMAGI CORPORATION ADS PLUS prohibits or restricts ads from certain categories to ensure a safe advertising experience. These are outlined as follows:

  • Prohibited Ad Content:
    • Extreme Graphic / Explicit Violence
    • Pornography / Nudity
    • Adult Content / Sexual Health
    • Hate Speech / Discrimination
    • Illegal Activities
    • Illegal Drugs
    • Obscenity
    • Weapons
  • Restricted Ad Content (requires compliance with country/region-specific laws):
    • Political
    • Alcohol
    • Gambling
    • Pharmaceuticals
    • Cannabis
    • Tobacco / Cigars / Vaping

These guidelines are enforced through our Ad Quality Protocol, ensuring that domains and creatives that fall into these categories are blocked.

 

3. CTV Supply Quality Guidelines for ADS PLUS

Overview and Transparency Requirements

AMAGI CORPORATION ensures that its inventory meets the high standards of transparency, brand safety, and fraud prevention and follows guidelines outlined by the Interactive Advertising Bureau (IAB).

Key eligibility criteria for ADS PLUS include the following:

  • Installation and regular maintenance of an app-ads.txt file to ensure transparency in ad inventory.
  • Correct transfer of Bundle ID’s and App Store URLs to facilitate accurate identification of the supply origin.
  • Correct transmission of SupplyChain nodes according to IAB SupplyChain Object specifications when inventory is not independently owned.
  • Delivery of Content Objects information per IAB OpenRTB 2.5 specifications, especially genre, rating, language, and livestream indicators.
  • Accurate Transmission of the Identifier for Advertising (IFA) and IFA Type across all OTT devices (e.g., smart TVs, video game consoles, and streaming devices).
  • Compliance with passing user privacy and consent signals according to TCF 2.0 for EU supply and other region or country-specific protocols.

 

Brand Safety and Inventory Restrictions

We prioritize brand safety across all inventory, in line with IAB’s guidelines. Our inventory guidelines include the following:

  • Prohibited Content: We do not accept conspiracy-based news, extremist content, or user-generated content (UGC).
  • Non-COPPA Compliant Kids/Family Content: We will not accept kids or family-oriented content that does not comply with COPPA (Children’s Online Privacy Protection Act).
  • Invalid Traffic (IVT): Inventory must not exceed predefined Invalid Traffic (IVT) thresholds. Partners with excessive IVT may be deactivated.
  • Pirated / Copyright Infringing Inventory: Hosting or distributing pirated content or material infringing on another party’s copyright is not allowed.
  • Inappropriate Content:  Inbound keyword, genre, and content category values are reviewed on a quarterly basis. Any inappropriate values identified during these reviews are added to our global blocklists to ensure continued brand safety.

 

Anti-Fraud Initiatives

AMAGI CORPORATION is committed to reducing fraud in our marketplace by aligning with industry anti-fraud initiatives led by the IAB, including:

  • (app-)ads.txt
  • Sellers.json
  • SupplyChain Object (SCO)
  • Owner Domain / Manager Domain / Inventory Partner Domain.

These initiatives help ensure transparency and verify legitimate ad transactions. Ads Plus will not accept inventory that does not adhere to these transparency standards.

 

Restricted Content Categories

In line with our brand safety commitment, Ads Plus will not accept the following categories of content to prevent misplacement and protect brands:

  • Conspiracy-Based News: We do not accept content that promotes unverified or false information, often based on speculation or rumors.
  • Extremist Content: Content promoting hate speech, violence, terrorism, racism, or other forms of discrimination is prohibited.
  • User-Generated Content (UGC): UGC is not allowed due to the unpredictability of its quality and the associated legal risks.
  • Non-COPPA Compliant Kids/Family Content: All children’s content must adhere to COPPA regulations to protect the privacy of minors.

 

Invalid Traffic (IVT) Monitoring

AMAGI CORPORATION continuously evaluates inventory for IVT to protect both advertisers and publishers. Inventory that consistently exceeds IVT thresholds will be deactivated to ensure a fraud-free experience. Detection tools monitor crucial parameters, including bundle ID, app store URL, device ID, user agent, and IP address to ensure legitimate traffic.
Our IVT monitoring utilizes HUMAN post-impression measurement, enabling weekly reviews. Sources exceeding 5% IVT after 30 days and 10,000 events are escalated to supply partners for resolution. If no action is taken within 30 days, such inventory is deactivated, and domains/bundle IDs are added to global blocklists.

Viewability

AMAGI CORPORATION works with an MRC Accredited measurement company for viewability. Ad performance is reviewed regularly and inventory with viewability concerns is promptly addressed.

 

Pirated or Copyright-Infringing Content

AMAGI CORPORATION does not accept any supply flagged for hosting, streaming, or distributing pirated or copyright-infringing material. Ensuring compliance with intellectual property rights is a mandatory requirement for all supply partners.

 

4. Third-Party Tools

Content Verification (CV)

We integrate content verification tools, such as SpringServe, to monitor content quality and flag any harmful creatives.

Additionally, third-party vendors like IAS, DV, and Moat are used to monitor and verify content quality.

 

Client On-Demand Integrations:

Our ad server, SpringServe, enables reporting API access for customers, facilitating integration with client systems. While additional customer-specific integrations are not generally supported, we remain open to exploring feasible options based on the capabilities of our tools.

 

5. Inclusion & Exclusion Lists

Inclusion Lists

We maintain partner-specific app bundle allow lists in accordance with individual demand partner requirements.

 

Exclusion Lists

We maintain global exclusion lists for app bundles, domains, and content signals that may pose a risk to brand safety.

 

6. Certifications with Industry regulatory bodies

We follow the guidelines and standards established by the IAB and other industry bodies, including TAG (Trustworthy Accountability Group), to prevent harmful content and fraud in our marketplace. Our inventory is regularly evaluated for compliance with IAB’s transparency guidelines and fraud prevention measures.

  • IAB Compliance: We adhere to the IAB’s Transparency Guidelines and follow best practices for ad quality and brand safety. We support the Coalition for Better Ads (CBA) Better Ad Standards to ensure that we deliver high-quality ads that respect the user experience.
  • TAG Certification: AMAGI CORPORATION is verified by TAG (Trustworthy Accountability Group) and is part of the TAG Registry of Trusted Players. To find us on the TAG Registry, search TAG-ID: 839303BD3490F8af
  • IAB Gold Standard: we are certified with the  IAB Gold Standard and are committed to reducing ad fraud, improving the digital advertising experience, and increasing brand safety in our marketplace.

 

7. Monitoring & Reporting

Brand safety remains a top priority at AMAGI CORPORATION. We continuously monitor supply sources, advertiser domains, and creative content to ensure compliance with the procedures outlined in this policy. Any violations are swiftly addressed.

 

Staff Responsible

  • Supply Operations Team: Responsible for monitoring supply sources, reviewing IVT, and ensuring compliance with transparency and brand safety standards.
  • Demand Operations Team: Manages domain reviews, enforces content guidelines for advertisers, and reviews in-bound creatives to ensure they adhere to quality and brand safety standards.

 

8. Conclusion

AMAGI CORPORATION is committed to ensuring the highest levels of brand safety and transparency for our advertisers and partners.

We continually review and update our Brand Safety Policy to reflect best practices, emerging industry trends, and new compliance requirements.

Any changes to this policy will be reflected on this page, and we encourage you to regularly review it to stay informed.

This Brand Safety Policy was last updated on January 15th, 2025.

 

Contact Us

For any questions or concerns regarding this policy, please contact us at tagcompliance@amagi.com. We are committed to providing timely responses and addressing any issues that may arise.