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Exchanges/SSPs require DSPs to accurately report the brand domain and verticals in bids. Most exchanges trust that DSPs are doing this accurately, and use this information to enforce publishers’ blocking requirements. As such, we need to know the brand domain and vertical(s) for each ad.
Basis Technologies uses a combination of human auditors and automation to enforce ad quality rules. Automation drastically speeds up the auditing process, which ensures that we can allow ads to go live as quickly as possible. Detection of the brand and vertical for an ad, however, is challenging and the best technology is still imperfect at this. To overcome this, we ask this information from the user.
The brand domain should be a domain that represents the brand being advertised, without “www.” It is not literally the landing page domain, though in many cases the landing page domain is appropriate. It should also not be a full URL. As an example, an ad for Ford should have an advertiser domain of “ford.com”. This is true even if the ad clicks through to Ford’s Facebook page, for example. “facebook.com” would not correctly reflect the brand of the ad, but “ford.com” does. For mobile app install ads, the domain should be that of the app developer – for example, “zynga.com” for Words with Friends.
If we do not have an accurate brand domain and categories for the ad, publishers’ blocking requirements will not be respected. For example, if a publisher blocks automotive ads, and the ad is not correctly declared as “Automotive”, then the ad might be served anyway. Because of the automated nature of real-time bidding, very large numbers of impressions that violate their rules can easily be served very quickly. Publishers take this seriously, and it will result in a complaint to Basis Technologies. Depending on the nature of the violation, it can be considered a very serious incident – for example, if an alcohol ad is served and the publisher does not allow it, it could be deemed so serious that the publisher bans Basis Technologies from bidding. This would prevent all of Basis Technologies’ customers from buying from that publisher.
Basis Technologies' ad quality auditors spot check values entered. If there are serious deficiencies or signs of intentional misrepresentation, automated ad approval privileges will be revoked.
Despite the above, the important thing is to make an honest effort at correctly representing what the ad is. Choose the most specific category that represents the ad; use a parent-level category if there is no more specific category that seems to apply (for example, “Home & Garden > Appliances” vs. “Home & Garden”). Select multiple categories, if applicable. If users are still not sure, they can ask the support team for advice.
“Sensitive Categories” are of critical importance to select, if such content is present. They are:
- Prescription Drugs
Publishers are particularly concerned about ensuring such ads are correctly categorized as there may be legal/regulatory requirements they must respect, or users may be very sensitive to ads from these categories.
There are two brand verticals for political advertisements.
- If the ad is a paid political advertisement that falls under the DAA Self-Regulatory Principles for Political Advertising or state legislation related to political advertising, use Sensitive Categories > Political (Elections).
- If the ad is for a politically related issue but does not fit into the above (e.g. "get-out-the-vote" campaigns, legilsation advocacy), select Sensitive Categories > Political Issues (Non-Election).
Not necessarily. Not all ads can be audited automatically, and manual human checks still occur to ensure accuracy. Customers observed to self-report these values accurately will have most of their ads go through automated auditing, however, all customers benefit from faster turnaround due to fewer ads requiring manual auditing – even if a given ad does not receive an automatic audit.