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Define Ad Quality Rules

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 made it easy to do so in the AppNexus Console. 


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Basic Options: Network-Level Ad Quality


AppNexus 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.


Your Network Ad Profile will apply to all publishers. Any other ad profiles or rules you apply to a publisher will have an AND relationship with your network ad profile. You cannot override your network ad quality restrictions at the publisher level.

Here's an example of how it works: In your global ad profile, you banned Network A, but in a conditional rule for, you set Network A to standard trust. Since Network A is banned in the global ad profile, Network A will still be banned for 

Advanced Options: Publisher-Level Ad Quality

At the publisher level, you can apply publisher-specific ad quality profiles. You can either create a custom ad quality profile or use a template created at the network level.



When you work with publisher ad quality profiles, you have the option to create a Base Rule as a catchall rule and conditional ad quality rules that have targeting and priority settings. Only one publisher ad quality rule will be applied at any given time.

Here's an example of how it works: You have a relationship with and they have different ad quality standards based on the country the impression is served in. You can create different conditional rules based on the geography of the impression.

Publisher Ad Quality Standards Options

You can create ad quality profiles for your publishers based on:



Brands, Categories, Language and Technical Attributes can also be blocked through individual bid requests. For more information, please see Bid Request.

Platform Buyer Trust Levels

For Platform buyers who purchase inventory via the AppNexus 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 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 AppNexus' creative standards.

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