TRUSTX takes brand safety seriously. TRUSTX member publishers commit to the following brand safety standards for all ad inventory made available through TRUSTX.
- Prohibited Content means any web or mobile property that contains, involves, facilitates, advocates, promotes or otherwise meets one or more of the following, except for journalistic content published explicitly as a news story related to Prohibited Content. TRUSTX publishers will not make inventory available via TRUSTX, or allow ads transacted via TRUSTX, to be served on web or mobile properties that contain Prohibited Content:
- Discrimination on the basis of race, ethnicity, gender, religion, sexual orientation, age or disability;
- Libel, defamation, obscenity, nudity, pornography, adult content, sexually explicit or abusive activities;
- Excessively violent content or threats of physical harm to a particular individual or group, including hate speech;
Illegal gambling, illegal substances, sedition or other illegal activities; - MP3, MPEG and/or copyrighted materials for download, sale or otherwise, in any case without the permission of the copyright owner or otherwise in violation of copyright law, or that induces infringement or misappropriation of a copyright, trademark, trade secret or patent of another party;
- A conflict or violation of any law, regulation, or court order, or any intellectual property or other rights of any person or entity (for purpose of clarification, “intellectual property” includes public performance rights if the site or digital property includes music (or may include music), or includes audio or video ad inventory (i.e., such site or digital property shall be required to have the requisite public performance licenses)); or
- User-generated content, sites aggregating/distributing user generated content, personal homepages or “free” web pages, provided however, that the foregoing prohibition shall not apply to the portions of the site or digital property featuring user-generated content if such content is directly related to the information featured on the site or digital property, for example, user comments related to a news article.
- Fraudulent Ad Inventory. Publishers shall use commercially reasonable efforts to eliminate ad inventory from TRUSTX that would have zero viewability, are or are similar to “ghost sites” or “ad farms”, as these terms are understood in the industry, or which is purposefully misrepresented or mislabeled, or would otherwise not be viewed by humans.
- Invalid Traffic. Publishers agree to use commercially reasonable efforts to detect and eliminate non-human traffic and other forms of invalid traffic, as defined by the MRC, from its digital properties.
- Consistently Non-Viewable. Publishers agree not to make inventory available to TRUSTX that it actually knows will exhibit consistently low rates of viewability, as defined by the MRC. TRUSTX and its member publishers recognize that many factors influence viewability, and that a given ad inventory unit may be viewable in certain circumstances and not in others. Irrespective, only viewable ad inventory, as defined by the MRC, will be monetized via TRUSTX.
- Audience Extension and Sourced Traffic. Publishers agree only to make available ad inventory via TRUSTX that, when served, will display on a web or mobile page location that is the same as the location disclosed in each publisher’s ad request. Publishers will not make any ad inventory available via TRUSTX that is “referrer” inventory, inclusive of ad inventory that is being resold from other ad exchanges, supply-side platforms or any other web or mobile property. Further, publishers agree to make available ad inventory generated only by organic traffic to each publisher’s web or mobile properties, and not artificial traffic generated through third-party sourced traffic.
- Latency. Publishers agree to use commercially reasonable efforts to maximize ad viewability and a positive user experience by restricting ad inventory made available through TRUSTX to web and mobile pages that load rapidly, in accordance with (or better than) common industry practices.
- MFA. TRUSTX maintains a strict policy against made-for-advertising inventory. This policy has been in place since the launch of our business in 2016 and will be enforced in perpetuity. Each and very publisher that gains admittance to our exchange is carefully vetted to to set the highest bar for quality content.
