At Retargeting Base, we have a strict ad review process in place to protect the interests of all parties in the advertising ecosystem. Exposing end users to poor quality advertisements and offers not only jeopardizes the DSP’s relationship with ad exchanges and publishers, it also forces platforms to become more aggressive in their policies towards affiliates and performance marketers. 


The most problematic issues usually come from the following categories: 


Non-branded:


This refers to creatives that lack any sort of branding. In other words, if you cannot identify the advertiser by looking at the creative, it’s considered non-branded. To avoid having your ads classified as non-branded, include a logo for the product/service/company being advertised.


3rd-party logos:


It’s generally frowned upon to use 3rd-party logos and trademarks without consent. For example, using “as seen on CNN, Forbes, and TechCrunch” with accompanying logos, is normally denied by our ad quality team .


Deceptive/system ads:


This refers to ads that either deceptively blend in with the site on which they are served (e.g., having an ad with an identical “download” button to the one used by MediaFire.com, served on the same site), or ads that mimic system messages (e.g., “your software is out-of-date, download this update”).


Shaky and/or flashy:


Most publishers frown upon ads that shake or flash in order to drive engagement. It annoys most users and therefore the publishers. Some publishers do allow this, but in general it’s frowned upon.


Belly fat:


Many publishers and users are offended by ads that use depictions of belly fat to sell diet products. Again, some publishers are okay with it, but for the most part they are blocked, and therefore heavily scrutinized by our ad quality team.


Adult/provocative:


This refers to any ads that use photos of people (generally women) in suggestive or inappropriate context. For example, images of women showing cleavage, or teenage girls in provocative poses are both cases where ads cross the line into the adult/provocative category