Participants on the Rubicon Project platform–i.e., the buyers and sellers that transact over our platform, as well as the publishers, advertisers, and advertising agencies that ultimately sell inventory or place ads using our platform–all share a joint interest in ensuring the quality of ads served. These Ad Quality Guidelines (“Guidelines”) describe ad quality standards, in order provide guidance on the appropriateness of the content and behavior of ads delivered through our platform. Please review these Guidelines carefully. Rubicon Project may, at its discretion, update these Guidelines at any time–it is your responsibility to ensure that you adhere to these Guidelines, including any updates hereto. If you have any questions about these Guidelines, please contact your Rubicon Project account manager.
These Guidelines are not an exhaustive list of prohibitions, but rather represent platform principles–Rubicon Project reserves the right to reject, suspend, or remove from its platform any ad in its sole discretion, regardless of whether a basis for removal is listed here. These Guidelines do not limit Rubicon Project’s discretion in any way.
Ads that do not meet the standards set forth in these Guidelines may be subject, at Rubicon Project’s discretion, to platform-wide blocks (and may also be prohibited from purchasing ad inventory on the Rubicon Project platform through other channels as well). Buyers that repeatedly violate these Guidelines may have their platform access restricted. Buyers that purchase or place ads on behalf of their own affiliates or customers must ensure that the ads they purchase or place comply with these Guidelines.
Rubicon Project cannot and does not review every ad placed through our Platform, and it is ultimately the responsibility of each buyer (including the end advertisers or agencies that purchase through any individual buyer) to ensure compliance with these Guidelines.
Legal & Regulatory Compliance
Ad Behavior Standards
Ad & Landing Page Content
Ads and ad landing pages must not include or contain:
Bid Response Requirements
Sellers may designate some of their media as directed to or otherwise frequented by minors in one of two regulatory fields transmitted in our bid requests: coppa and regs.ext.s22580. Please note that the regs.coppa field is set by the publisher to note that an impression falls within the scope of the U.S. Children’s Online Privacy Protection Act. Similarly, the regs.ext.s22580 field is set by the publisher to note that an impression falls within the scope of California Business and Professions Code Section 22580. You are responsible for ensuring that you comply with these laws, to the extent applicable.