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Publishers want to ensure that advertisements served on their websites don't take away from website content or the user's experience. Publishers are also concerned with serving competing ads on their sites. Since upholding your publisher's ad quality standards is vital to your relationships with them, we have Xandr has made it easy to do so in the AppNexus Console

Ad quality profiles are set at two levels: the network level, which is applied to all publishers, and the publisher level, which allows different settings per publisher. There are a variety of ad quality standards options that you can choose from. These are discussed in greater detail in Ad Quality Standards below. 

For a list of our baseline platform-wide creative standards, please see Creatives "Creative Standards and Auditing" in the UI documentation. To  To change your ad quality profile through the API, see Ad Profile Service


Basic Options: Network-Level Ad Quality


AppNexus Xandr recommends that all Supply Partners set up a single Network-level Ad Quality Profile to apply to all publishers that traffic via the network.  

To update your network-level ad profile via the API, you can use the Ad Profile Service.


For Platform buyers who purchase inventory via the AppNexus Xandr Platform, you can select from a spectrum of Trust Levels options. Trust Level is a feature that allows sellers to dictate which buyers they do and don’t trust to serve ads on their inventory.

Trust Level



Apply ad quality standards, require Platform audit.


Apply ad quality standards, trust buyer self-classification.


Bypass ad quality standards, require platform audit.


Bypass ad quality standards, do not require audit.


Ban all creatives.

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The difference between trusting buyer self-classification and requiring a platform audit is that you trust that buyer to correctly self-classify all creatives that they do not opt into AppNexus Xandr audit. When uploading their creatives and tags, buyers with this classification are asked to confirm that they have self-classified any creative for compliance with AppNexusXandr's creative standards.

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