Trust & Safety

Ensure that ad content and design reflects the character and theme of your site

It can be difficult at times for an audience to distinguish between ads and actual site content. That’s why it’s important that publishers understand that the ads they run are a reflection of the site itself. 

To protect publishers from image tarnishing, we offer a range of trust and safety protocols and controls:

• Creative Tester runs each and every ad tag, along with the landing page to which it directs clickers, through an automated battery of tests to ensure that it conforms with exchange policies, a process that’s repeated continually for the life of the ad. Publishers are immediately notified of any suspected violations and the ad may be deactivated
• Creative Reviewer allows publishers to manually review creative ads and approve or deny them individually. The program lets publishers perform the review either before an ad is published or at any time after the publication
• Media Guard combines technology and manual review to help locate and isolate creatives that violate Yahoo Ad Exchange policies and eliminate them entirely from the marketplace
• SCOURTM continually reviews exchange traffic, looking for patterns and practices that violate Yahoo policies and bans the offending sites and sections from the exchange marketplace
• Validated URL (VURL) Auditing isolates sites that violate exchange policies and eliminates them from the marketplace via a combination of technology and manual review
• Inventory Filtering allows buyers to control where their ads are placed based on channels, section ratings and inventory types
• Creative Filtering lets publishers determine which ads are displayed on their sites based on offer type, theme or other specification
• Advertiser Blocklist gives sellers the power to exclude a particular advertiser in the exchange from running ads on their inventory
• Traffic Quality Monitoring systems rely on rules and pattern recognition-based detection algorithms to analyze click and conversion activity on exchange-wide section traffic and gather data to look for suspicious activity

These and other Yahoo Ad Exchange policies and technologies give brand-conscious publishers the peace of mind that comes with knowing that creative ads are being checked to ensure that they are in keeping with the site’s standards.