Policies
A marketplace is only as good as what runs on it. These policies say what advertisers may buy with us and what publishers may sell through us. They apply before the first bid.
Advertiser policy
Advertisers are responsible for their ads, their landing pages and the data they send us. We review campaigns and may refuse or remove any that break these rules.
Illegal products and services, malware and anything that tricks a device or its owner, deceptive or false claims, adult content, hate and harassment, weapons, and counterfeit goods. The same applies to similar content that the rules above plainly cover.
Gambling, alcohol, financial products, health, dating and political advertising need review before they run. We may ask for licences, targeting limits or proof of eligibility, and some regions may be excluded.
The advertiser is clearly identified. Price and availability in dynamic ads match the product feed. Deep links open a working screen. No fake system dialogs and no misleading close buttons.
Audience rules
Retargeting works on people who already used an advertiser's app, so the advertiser must be able to show that those people were told and, where the law requires it, agreed. The advertiser collects consent. We pass the signal along and respect it.
The data side is set out in the data processing addendum.
Publisher policy
Advertisers pay for real attention from real people. Publishers keep that promise by being open about what they sell and where.
Traffic and placement
Enforcement
We look at ads before they run, we monitor traffic as it flows and we act on reports. Depending on how serious the breach is, we may ask for a fix, pause a campaign or an app, withhold or reverse payment for invalid traffic, or end the relationship. Where the law requires it, we tell the authorities.
To report an ad or an app, use the contact page. Tell us what you saw, where and when. Screenshots help.
We do. We apply these policies, and we may refuse a campaign even where the advertiser believes it is lawful.
Often, yes, once reviewed. We may set conditions on where, to whom and in what form it appears.
Retargeting depends on identifying a returning person from their behaviour. We do not do that to children, so those apps are left out of audiences and bidding.
Fix it and tell us. Requests that do not match your declared sellers may be blocked until it matches.
Use the contact page and describe the ad and the app it appeared in.
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