📚

Discover our latest free guide: Your Pocket Guide to Contextual

Brand Safety Policy

Brand Safety Policy

Brand Safety Policy

Seedtag is fully committed to providing a brand-safe marketplace for customers, partners and stakeholders. Therefore, it has implemented tools to ensure that a brand ‘s advertising does not appear in a context that may be inappropriate or negative for the brand and thus, ensure safety and quality across the Seedtag inventory while delivering campaigns.

How do we promote Brand Safety?

How do we promote Brand Safety?

Seedtag will apply reasonable endeavors to significantly reduce the risk of the misplacement of advertising on digital media, thereby upholding Brand Safety and protecting the integrity of digital advertising.

As a result, the measures implemented are outlined below:

  • Filters: Seedtag implements in all the campaigns whether programmatic or not different filters to avoid content identified as high-risk based on standard Brand Safety categories: these categories include, but are not limited to:
    • Adult & Explicit Sexual Content
    • Arms & Ammunition
    • Crime & Harmful Acts to Individuals and Society and Human Right Violation
    • Death Injury, or Military Conflict
    • Online Piracy
    • Hate Speech & Acts of Aggression
    • Obscenity and Profanity
    • Illegal Drugs/Tobacco/E-Cigarettes/Vaping/Alcohol
    • Spam or Harmful Content
    • Terrorism
    • Sensitive Social Issues

Seedtag does not permit self-serve sign up and each new publisher is validated against our brand safety guidelines.

  • white/black lists: Seedtag maintains a whitelist and blacklist of publishers that are updated on a regular basis. Thus, Seedtag will block all the url categorised by Seedtag as unsafe which have been previously blacklisted to prevent third advertising content to be served on those url except in the open marketplace in the programmatic ecosystem.
    When a buyer provides their own whitelist, it is cross matched between Seedtag’s list. Furthermore, prior to any client request, Seedtag can block specific content and territories.
  • vetting process: Publishers Team is entitled to carry out the site vetting process using third parties platforms in order to minimise the risk of ad misplacement. This includes:
    • reviewing the content
    • ad place
    • Consent Management Platform compliance
  • context targeting / ad placement targeting: Buyers can buy against specific contexts that fit their audience, and exclude any contexts that do not fit their requirements. Seedtag has set a wide range of parameters to help buyers achieve the target that suits them. These include:
    • Publisher verticals
    • Context categories and subcategories (IAB)
    • Custom categories based on key words
    • Device & placement selection
  • Block controls: Seedtag has developed and implemented an engine to permit Seedtag to set up some blocking rules, based in all IAB categories and/or domains, sizes, conexions per publishers, geolocalization or any other publisher requirement.
  • Content Verification Tools: Seedtag owns a tool, internally self developed and implemented, enabling to leverage Natural Language Processing and Computer Vision to identify unsafe content on websites.

Third Party Verification

Third Party Verification

Seedtag uses third party verification services, such as IAS and MOAT,for campaign measurement. These partners measure and report on invalid traffic and brand safety.

This ensures for those clients whose priority is Brand Safety that an external partner confirms the excellence of our inventory.

Takedown Policy

Takedown Policy

How to request removal of an ad?

Although every effort has been made to reduce ad misplacement, sometimes it could occur and Seedtag has a live campaign function whereby Seedtag can pause or remove any advertising when required.Therefore, should an advertisement appear on a site with content that you deem inappropriate, please send a request for takedown to your local Seedtag account team.

Please include as much information as possible, including where appropriate:

  • Campaign Name
  • IO Reference Number
  • Country/IP where ad is served
  • Format
  • Screenshot of Ad
  • Any other ad/creative detail if available
  • Device
  • URL

If deemed appropriate, Seedtag will add/remove sites from relevant whitelists/blacklists as required.

Procedure

Upon receipt of request, the Takedown procedure is then invoked as follows:

  1. Seedtag will acknowledge receipt of your request by email and the request will be investigated.
  2. Seedtag will use reasonable endeavours to take down the advertisement within 24 hours between 9am and 5pm Monday to Friday UK time, or within timescales communicated in agreed contracts.
  3. Upon receipt of any customer takedown request, the operation team within Seedtag will withdraw the publisher from the campaign preventing ads from the customer to be served in such site.
  4. The contractual consequences of not taking down an ad in accordance with Seedtag’s Takedown Policy are evaluated and agreed with the buyer on a case by case basis.