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Ad Quality

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.

For a list of our baseline platform-wide creative standards, please see Creatives - Standards and Auditing.

Ad Quality Standards Options

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

  • Buyers
  • Brands of creative landing pages
  • Creative categories
  • Language of the creative
  • Technical attributes of the creative

We also allow you to apply ad quality rules based on:

  • Geography
  • Session frequency
  • Creative Sizes
  • Placements

For Platform Members, you can select from a spectrum of trust levels below:

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.

**This option is only available for other platform members.

Please Note: 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. In the creative manager buyers are asked to confirm that they have self-classified this creative for compliance with AppNexus' creative standards.

Creating Ad Quality Profiles and Rules

You can edit ad quality profiles at two levels: the network level and the publisher level.

Network-Level Ad Quality

At the Network Level, you will create a global ad profile that will apply to all of your publishers. You can also create template ad profiles that you can easily apply to individual publishers.

Global Ad Profile: Your global 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 global ad profile. You cannot override your global ad quality at the publisher level.

Ex: 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

Templates: You can create ad quality templates at the network level to ease publisher ad quality creation. You can apply templates to a base or conditional rule at the publisher level. Templates cannot be edited at the publisher level, but all network level edits will affect publishers who are using templates. If you would like to use a template's settings, but have the ability to edit them, you can choose to copy a templates settings into a base or conditional rule.

Ex: If a majority of your publishers fall into three categories: very concerned about what types of creatives serve, somewhat concerned about what creatives serve, and lenient about what type of creatives serve; you can create templates to represent these three levels. Even if publishers have a few unique settings, you can use these templates to start as a base for a custom rule.

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). You have the option to create a Base Rule as a catchall rule and conditional ad quality rules that have targeting and priority settings.

Base Rule: If you choose to create a base rule, it will be your catchall rule for that publisher in addition to the global ad quality profile settings. This rule will always have a priority of 1. You can create a base rule in the Publisher Manager.

Conditional Rule: Conditional Rules are ad quality profiles that have targeting settings and priorities. You can target based on geography, session frequency, sizes and placements. In order to create conditional rules you must go to the Ad Quality tab in the Publisher Tab.

Targeting Options:

  • User Frequency: browser session frequency range,
  • Geography
  • Sizes
  • Placements

Ex: 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.

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