OpenX Ad Exchange Demand Policy

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Introduction

OpenX prides itself on quality.  This characteristic is the foundation for our OpenX Ad Exchange Demand Policy (“Demand Policy”), which obliges our advertising partners to meet certain minimum standards in the delivery of ads that we help deliver to our publishers and the compliance with relevant laws. 

Your use of OpenX’s advertising web-based marketplace, known as either an exchange or a supply side platform (“OpenX Ad Exchange”) is governed by your contract with OpenX, which requires compliance with this Demand Policy as it may be updated by OpenX from time to time. If you do not agree to comply with the Demand Policy, notify us immediately and do not use or continue to use the OpenX Ad Exchange.

OpenX may update this Demand Policy at any time by posting notice of such changes at its website or by otherwise providing notice. By using the OpenX Ad Exchange following such posting or notice, you agree to any updated version of this Demand Policy.

If you have any questions about any of the sections below, or any other questions or concerns about your advertising on the OpenX Ad Exchange, please contact your Account Manager or legal@openx.com (support available in English and Polish).

With respect to ensuring compliance with the foregoing, please note that OpenX reserves the right to suspend or remove ads from the OpenX Ad Exchange if it reasonably suspects or determines, in its sole discretion, that any provisions of this Demand Policy have been violated.

Permitted vs. Prohibited Creatives

Permitted Creatives

The OpenX Ad Exchange welcomes a wide variety of ads, including display, mobile and video, on a variety of platforms.

Ads must respect the requirements of the publisher (e.g., auto play, sound on/off, ad duration) as communicated in the bid request.

Before an initial campaign delivery, you are required to scan your creatives and associated landing pages for malware and other related threats using an approved third party service (e.g., The Media Trust, GeoEdge, Confiant, or AdLightning).

Prohibited Creatives

There are certain types of ads that we do not permit because they create an unwelcome or deceptive environment for the user.  For example, you may not send us ads that:

  • Automatically redirect the user to a new page or app;
  • Automatically refresh;
  • Contain annoying or distracting images, or excessive animation;
  • Contain audio in a display ad that is triggered by anything other than a click (such as auto-play or rollover-initiated audio); 
  • Employ phishing techniques or seek to trick the user into providing information by misrepresenting the identity of the advertiser;
  • Employ deceptive practices to encourage or trick the user into clicking on the ad;
  • Expand beyond their original size;
  • Initiate a download;
  • Install spyware, trojans, viruses or other malware;
  • Mimic system errors or messages; and/or
  • Pop-up upon banner open or upon page exit.

Permitted Domains

OpenX will only deliver advertisements to domains that are in compliance with the Better Ads Standards developed by the Coalition for Better Ads. For more information, see https://www.betterads.org/.

Prohibited Content

Brands can feature many types of content on the OpenX Ad Exchange appealing to every demographic and geography. Some types of content are prohibited throughout the Ad Exchange and others (including ads in the categories listed below) may be restricted (or illegal) only in certain territories. Please confirm in writing with your Account Manager before placing ads in certain territories and discuss appropriate territorial restrictions with your Account Manager.  In certain situations, we may request to see the creative and you will need prior written approval before initiating a campaign. OpenX reserves the right to refuse to service or process any advertisements, digital properties, or data, and to take down any advertisements that may violate this Demand Policy. In the event of major or repeated violations of this Demand Policy, OpenX reserves the right to terminate the agreement between OpenX and you. Also, see Content Prohibited for Minors and Restricted Content for further details on additional restrictions that may be required for such ads.

Prohibited Content

OpenX will not accept ads that:

  • Are misleading or contain content that is not reflective of what the user will find on the clickthrough URL;
  • Promote hacking, cracking, or warez;
  • Contain profanity;
  • Promote or contain libel or fraud;
  • Incite hatred of any race, religion, creed, class or ethnic group, or of any individual or group;
  • Infringe intellectual property rights;
  • Promote P2P file-sharing, torrent, or anything that facilitates or promotes copyright infringement;
  • Sell or promote electronic cigarettes or vaping devices in jurisdictions where selling or promoting such devices are illegal;
  • Sell or promote illegal drugs, drug paraphernalia, or ways to pass a drug test;
  • Contain nudity or suggestive content or images;
  • Promote adult products, including sex toys and sexual enhancers;
  • Promote adult-themed dating, escort services, “mail-order brides,” or similar services;
  • Promote fireworks;
  • Sell or promote firearms, ammunition, bombs or other weapons, or related design materials, including handgun safety certificates and BB guns;
  • Describe, depict, or glorify pain, suffering, torture, violence or death of or against humans or animals; 
  • Promote any other products, services, or content that are illegal, promote harmful activity, or infringe on the rights of others. This includes sites that provide “how-to” information on bomb-making, lock-picking, and similar topics;
  • Violate any applicable law, regulation, governmental rule or court order or which contain content that is otherwise harmful or illegal.

Targeting Prohibited for Minors

OpenX does not permit the use of personal data to target ads to minors under the age of 18. In addition ads or services that are generally prohibited to minors may not be served to minors, and are otherwise subject to the additional restrictions set forth in the Restricted Content and Recommended vs. Prohibited Practices sections below. Please check with your Account Manager before placing any ads that may have such restrictions.

Restricted Content

While content may be allowed in certain territories, it may be subject to further restrictions.  For instance, political ads may be subject to various restrictions and standards that you are required to observe, including, but not limited to, local law requirements,the DAA’s Self-Regulatory Principles on Political Advertising, and the OpenX Political Advertising Policy. Ads related to tobacco, e-cigarettes, online gambling, cannabis, and cryptocurrency and related products may also be subject to various additional restrictions and standards that you are required to observe, including, but not limited to, local law requirements and the OpenX Sensitive Category Advertising Policy.  Please check with your Account Manager before placing any ads that may have local restrictions.

Recommended vs. Prohibited Practices

  • You may only purchase inventory for use directly by an advertiser (or direct agent of an advertiser) with which you have a direct relationship. 
  • Reselling, distributing or otherwise sub-syndicating inventory to another indirect sales channel (e.g., another ad network or trading desk) is prohibited.
  • You may not create targeting profiles or segments or use any targeting profiles or segments to show ads to consumers if such profiles or segments may lead to discriminatory treatment of a consumer.
  • You may not use any OpenX service to engage in predatory advertising or harmful targeting practices, or to unfairly exclude any end user(s) from a campaign based on their race, color, national origin, religion, sex, sexual orientation, gender identity, familial status, age, health status or condition, or any other characteristic protected under applicable law. If you are using the OpenX Ad Exchange to create data segments or advertise opportunities, products, or services in the credit, insurance, employment, or housing sectors on behalf of yourself or your clients or customers, you must abide by our Anti-Discrimination Policy.
  • If you are using the OpenX Ad Exchange to place political advertisements, you must abide by our Political Advertising Policy.
  • If you are using the OpenX Ad Exchange to place advertisements for tobacco products, e-cigarettes, online gambling (including sports betting and fantasy sports), cannabis, or cryptocurrency, you must abide by our Sensitive Category Advertising Policy.
  • When syncing cookies with OpenX, you will not add or drop any 3rd party pixels without the express written approval of OpenX, email sufficing. If approval is given, it will be limited to pixels placed by data management platforms or other approved data providers.

Compliance with Laws and Data Privacy

General Compliance

  • You will comply, and ensure your ads and any transfers of data from you to OpenX comply, with all applicable laws and regulations as related to your use of the OpenX Ad Exchange.
  • You shall use the personal data passed to you by OpenX only for the purposes of advertising, solely via the OpenX Ad Exchange, on behalf of yourself or your customers or clients, and in accordance with our agreement.
  • You and OpenX will comply with the OpenX Global Data Processing Agreement, which is hereby incorporated into this Demand Policy (the “DPA”).
  • Without limitation of the foregoing, you will comply, as applicable, with the United States Digital Advertising Alliance Self-Regulatory Principles published at www.aboutads.info (“DAA Self-Regulatory Principles”) and, as applicable, with the corresponding DAA-designated self-regulatory frameworks established in other countries and/or regions.  You will also comply, as applicable, with the enhanced notice obligations applicable to Third Parties as defined in the DAA Self-Regulatory Principles.

If there is any conflict between this Demand Policy and any other agreement between OpenX and you, the Demand Policy will prevail.