Brand Safety Policy
Millennial Media places the highest regard in the integrity and quality of our advertising platform, which delivers targeted mobile advertising campaigns into the inventory from approximately 60,000 apps and mobile websites within our network. We take brand safety seriously and use both manual and automated processes to protect brand advertisers using our platform. Details of those processes are set out in this policy. But it should be noted that we are constantly reviewing our policies and improving our procedures.
Sites and apps within our platform are manually audited before being allowed to join our network. We do not work with any party on a blind basis, nor conduct any chain buying. Our inventory is tagged by site and placement individually, regardless of the partner.
Developers and publishers are required to agree and adhere to our legal terms which prohibit, amongst other things:
- Racial, ethnic, political, hate-mongering and other objectionable content;
- Investment, money-making opportunities or advice not permitted under law;
- Violence and profanity;
- Pornographic, obscene and sexually explicit content;
- Defamatory material and material that threatens physical harm to others;
- Promotion of illegal substances or activities;
- Material that discriminates on the basis of race, ethnicity, gender, age, disability, religion or sexual orientation;
- Content which is inappropriate or harmful to children;
- Promotion of terrorism or terrorist-related activities, sedition or similar activities;
- Any content that infringes upon the intellectual property rights of any third party;
- Any content that is unfair, deceptive, or otherwise in violation of any applicable laws, rules, and/or regulations.
An example of our legal terms, including a full list of prohibited content, can be found within our mMedia T&Cs (https://tools.mmedia.com/user/termsAndConditions/index).
When a new app or site applies to become part of the Millennial Media platform it is reviewed before being integrated into the network. This includes authentication checks; a review of all placement URLs; checks for inappropriate, harmful and prohibited content; and confirmation that clicks and impressions are accurately recorded and reported. All new sites and apps are blocked for all campaigns until this process is complete.
On an ongoing basis our Developer Operations Team reviews the inventory provided by our publisher and developer partners to ensure they continue to meet our content quality standards. Alongside the manual inventory checks made by our Developer Operations Team, our platform performs automated analysis of the traffic within our network. If any anomalies are identified which could suggest questionable activity, the relevant site or app is contacted and may (depending on the circumstances) be blocked pending further manual investigation.
We do not control the content our publisher and developer partners choose to create, however if we become aware that any partner has breached their contractual obligations (including compliance with our prohibited content restrictions) then we work quickly to remove such partner content from our platform (please also see below under Takedown Procedure).
Where we source inventory via an exchange, our relationship with the developers and publishers of the apps and sites on which our clients’ ads appear differs to the relationship we have with our network developers and publishers. As such, we are selective about the exchanges with whom we work and conduct due diligence on each of our exchange partners prior to serving any ads through them. In addition, we advise that a whitelist is always implemented when using apps and sites accessed via an exchange (please see below under whitelist).
Millennial Media Blacklist
Millennial Media operates a blacklist, also known as an inappropriate schedule. We scan all of our network inventory sources each business day for app/site URLs and app/site titles that include certain wording (such as “weapons”, “sex”, “politics”, “violence”, “drugs” and “alcohol”). The results of those scans are reviewed and apps and sites are added to the blacklist as appropriate.
The blacklist is applied to all brand and agency campaigns. For additional protection we also have safety alerts in place that flag prior to each campaign launch whether the blacklist has been applied, so that any omissions can be rectified before any ads are served.
In addition to the blacklist that Millennial Media operates and which applies to all of our sites and apps, advertisers can create their own blacklist of what they deem to be inappropriate over and above our blacklist – and we will take manual and automated steps to implement such client blacklist on behalf of any advertiser that requests that we do so.
We work with advertisers to create whitelists (also known as appropriate schedules) of sites and apps that are approved by an advertiser – and we have technology and processes in place to prevent campaigns being run on sites and apps not included on a whitelist. A whitelist is implemented at the request of an advertiser, although we suggest that a whitelist is always used when serving ads on sites and apps accessed via an exchange.
We utilize automated tools to help us identify invalid events and non-human traffic, including spiders, non-browser agents, crawlers and incomplete request events. We use the Interactive Advertising Bureau (IAB) Spiders & Bots List in addition to our own data and pattern analysis technology to identify and filter non-human traffic to ensure quality.
Despite the procedures we have in place designed to ensure our advertisers’ campaigns appear where our advertisers want them to, if for any reason this is not the case, we have a takedown procedure.
In the event that we are notified that an ad has appeared on an inappropriate site or app, we will promptly investigate and remove ads from that inappropriate site or app (and ensure those ads do not run again on that site or app) within 8 business hours of being notified.
During that period of up to 8 business hours, we will carry out a full investigation into the campaign, whether the site or app complained about sits within our network and whether an ad call has been made to Millennial Media by that site or app.
If you are one of our advertisers and are concerned that one of your ads may have appeared on a site you deem inappropriate, please send full details to your media representative.
This policy is effective as of 24 December 2014.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.