Brand Safety Guidelines

LoopMe Brand Safety Guidelines

Brand Safety in Mobile Video Advertising

The mobile video advertising market has grown exponentially in the last five years, with demand for premium mobile video ads, which position advertising within high-quality apps and mobile sites reaching an all time high. While demand has risen, supply within these high-quality environments has been slower to grow, leading to some providers positioning mobile video ads within environments which would not count as brand safe.

Ad verification companies have estimated the cost of fraudulent mobile traffic and advertising placed within non-brand safe environments as costing the advertising industry more than $1 billion per annum.

At LoopMe we take the issue of brand safety, fraud and viewability seriously. Not only do we partner with leading verification companies, LoopMe also implement stages on both a campaign and network-wide level to combat fraudulent traffic and guarantee brand safety.

LoopMe’s Process

At LoopMe we work on two levels to ensure we are delivering brand-safe traffic, technological implementations and human verification.

Human Verification

Each time a new publisher applies to work with LoopMe, the publisher receives a thorough vetting process to evaluate the content of the site(s) submitted and to ensure the traffic is genuine.

This task is undertaken by LoopMe’s publisher support team, who are trained to assess the quality of sites submitting to work with LoopMe.

Once analyzed, sites are divided into three categories, those which are blacklisted outright (no ad traffic will ever run), and those which are approved and ‘brand safe’. These are then classed as Gold, Silver and Bronze

Mobile Web

Elements considered when ranking sites include (but is not exhaustive) of the following:

  • URL working
  • Site category
  • Last update
  • Advertising visible on the page
  • Videos on website with sound on automatically
  • Videos running at the same time
  • Local market Alexa ranking
  • Social media channels
  • Incentivized ads
  • Social media channels
  • Site content

A site could be blacklisted for any of the following violations:

  • URL not working
  • Belongs to a banned category
    • Adult/Nudity/Sex
    • Drugs/Alcohol/Tobacco
    • Healthcare/Drugs/Pills/Prescription/Medication/Dieting
    • Illegal Activity/Counterfeit Goods
    • Illegal Downloading/Streaming/Torrent
    • VPN
    • Violence/Hate/Bad language
    • Weapons
    • Peer to Peer/Forums/File Sharing
    • Politics/Lobbies
    • Religion
  • Page content not updated in the last 7 days
  • Videos on website running with sound on
  • Multiple videos running at the same time
  • Not in local market Alexa top 50,000

Apps

Elements considered when ranking apps include (but is not exhaustive) of the following:

  • Whether the app is available on AppStore or GooglePlay
  • Site category
  • Last update
  • Advertising visible on the app
  • AppAnnie ranking
  • Incentivized ads

An app could be blacklisted for any of the following violations:

  • App not available on AppStore or GooglePlay
  • Belongs to a banned category
    • Adult/Nudity/Sex
    • Drugs/Alcohol/Tobacco
    • Healthcare/Drugs/Pills/Prescription/Medication/Dieting
    • Illegal Activity/Counterfeit Goods
    • Illegal Downloading/Streaming/Torrent
    • VPN
    • Violence/Hate/Bad language
    • Weapons
    • Peer to Peer/Forums/File Sharing
    • Politics/Lobbies
    • Religion
  • App not updated during the last 60 days
  • Advertising not visible on the app
  • Not ranked on AppAnnie

Once a site has been approved as brand safe by the publisher support team it is allowed to join the platform and be selected for campaigns. Once onboard LoopMe’s developer team analyse the site’s performance and monitor for any suspicious activity.

Investigations are launched for any suspicious behaviour; this could include but is not exhaustive of:

  • Unexpectedly high traffic
  • High CTR but low impressions
  • Low post-click events
  • Unexpectedly high CTR or VCR.
  • Multiple views from the same user or Device ID
  • Multiple views from the same location
  • Multiple views from randomized locations

Should any of the above be detected all activity on the site will be paused and the offending site suspended immediately.

Domain Blacklists

Domain blacklists are rigorously enforced at Loopme and all domains on the list are excluded from campaigns. Blacklists have been created from our years of data mining and human audits as outlined above and are updated weekly. We can also ingest any client blacklists where necessary

Whitelists

Loopme uses a strict whitelist of exchanges and publishers. Whitelists are based on sites/apps passing our verification process and categorisation as above.

Technological Approach

LoopMe’s artificial intelligence (AI) engine has been built to identify fraudulent traffic. This artificial intelligence runs across every single campaign and can isolate fraud in real-time, ensuring that should suspicious traffic occur at busy periods or when ad ops teams are not available to monitor traffic (evenings and weekends), activity across the sites in question is halted immediately.

The AI uses historical click data and impressions within a specified time frame to detect patterns which flag as being fraudulent. Over time the algorithm learns to avoid impressions which exhibit these behaviours.

Elements the AI identifies includes but is not exclusive to the following:

  • Unexpectedly high traffic
  • High CTR but low impressions
  • Low post-click events
  • Unexpectedly high CTR or VCR.
  • Multiple views from the same user or Device ID
  • Multiple views from the same location
  • Multiple views from randomised locations

Takedown Policy

If an ad was to appear on a website or in content that a client deems inappropriate, clients should contact their Account Manager. The campaign will be paused while the issue is investigated by the LoopMe team. All takedown requests received within UK Business hours (Monday-Friday 0900-1800) will be actioned within the working day, or within the timescales specified in individual terms and conditions with best endeavours for this to be done immediately. The contractual consequences of not taking down an ad in accordance with this Takedown Policy are evaluated on a case by case basis.

Third Party Verification

To eradicate any potential issues of brand safety and fraud LoopMe have partnered with MRC accredited companies MOAT, Integral Ad Science and Forensiq. These companies allow every single campaign to be closely monitored, ensuring quality traffic in brand-safe environments across the board. Specifically, they are used to determine and block any inventory that is deemed suspicious or consistent with adult, gambling, download, drug, nudity, alcohol, hate speech, offensive language content. Additionally, any traffic suspected of being botnet traffic is also blocked. Inventory that is unrateable is blocked as it is understood that this type of inventory may be more liable to non-compliance

LoopMe have also received TAG’s Certificate Against Fraud (https://loopme.com/loopme-finalizes-tag-fraud-certification). This is a cross-industry accountability program, created for transparency in the digital ad industry. Its focus is in four areas: eliminating fraudulent digital ad traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency.

In addition to these partners LoopMe can also investigate relationships with other verification companies on campaign by campaign basis, should you work with another third party.