Thursday, 29 March 2012

Google DoubleClick Ad Exchange Buyer Program Guidelines

The Google DoubleClick Ad Exchange is an open and transparent marketplace that aggregates buyers and sellers of online display advertising, creating a large pool of global inventory with extensive reach. All DoubleClick Ad Exchange sellers are required to adhere to the following policies. In DoubleClick Ad Exchange, Advertisers and Advertiser Ad Networks are considered "buyers", and Publishers and Publisher Ad Networks are considered "sellers". All Ad Exchange buyers are required to adhere to the following policies.

Personally-Identifiable Information

Buyers will not alter, and will prohibit third parties from altering, any ad tags to pass information to Google that Google could use or recognize as personally identifiable information.

Content Guidelines

Buyers may not upload ads to the Ad Exchange that violate Google AdWords Advertising Policies. (For the sake of clarity, buyers purchasing inventory from AdSense must also comply with the Google Requirements for third-party ad serving.) All ads must comply with the Google AdWords Advertising Policies with the exception of alternative specifications as follows:

Pixel Tracking

Buyers may use pixel tracking (beacons) within their ad for the purpose of creating a re-marketing list. When using such functionality, Buyers must declare, "Ad contains a pixel to create a re-marketing list" in the user interface. Buyers may not resell a seller's audience without written consent of the seller.

Third Party Ad Serving

Buyers can upload ads that refer to a third party ad serving system and that system can rotate ads from multiple buyers. When uploading ads that refer to another system, the buyer must declare all vendors that may be called by the ad in the user interface. The buyer will not alter, and will not allow third parties to alter any ad tag that could be used to pass information to Google that Google could use or recognize as personally-identifiable information.

Click-Through URLs

Buyers must declare in the user interface all click-through URLs associated with their ads. Click-through URLs are the final destination URL of the ad.

Expandable Creatives (Beta)

Expandable creatives are allowed on the DoubleClick Ad Exchange. Usage of an expandable creative must occur only in conjunction with the declaration of the appropriate Ad Technology (indicated with “– expandables”) after its name.
Only user-initiated (click to expand) expandable creatives are allowed. Expandable creatives can only expand down and to a maximum expansion of 5 times the height of the original creative.
Expandable creatives must adhere to the following sizes and directions.
Base Dimension
Expanded Dimension
Direction
120 x 600
420 x 600
Left
160 x 600
320 x 600
Left
300 x 250
600 x 300
Down & Left
468 x 60
468 x 210
Down
728 x 90
728 x 300
Down

Data Usage Guidelines

Google uses a cookie to serve ads to sites participating in the Ad Exchange as described on the Google Privacy Center. Google may use and disclose any data derived from the seller's use of Ad Exchange, subject to the terms of Google's privacy policy, Ad Exchange Program Guidelines and any applicable laws. In addition, a buyer cannot collect site data from Ad Exchange and subsequently purchase that audience on Ad Exchange or outside of Ad Exchange. The use of deep packet inspection ("packet sniffing") in conjunction with targeting on the Ad Exchange is prohibited.
When a seller has made their ad unit available by an anonymous ID, the buyer may not (either directly or through a third party) attempt to determine the identity of the publisher, the site name, or any other related identifying information via any means, even if they are not identifying the seller intentionally.

No Sub-syndication Policy

Ad Exchange buyers may only purchase inventory for use directly by an advertiser (or direct agent of an advertiser) with which they have a direct relationship. Reselling, distributing or otherwise sub-syndicating inventory to another indirect sales channel (e.g., another ad network or trading desk) is prohibited. Note that redirection to rich-media vendors and third party ad servers used by advertiser (or direct agent of an advertiser) is permitted under this policy.

Real-time Bidder Policy

The Real-time Bidder is a feature of Ad Exchange that allows buyers to receive impression calls in near real time and provides a bid in response based on the buyer's own data and information. The buyer agrees to the following, in order to maintain access to information about the inventory being sold:
  • Buyer acknowledges that Google may in its sole discretion modify the scope, duration, frequency and access to such information at any time without liability to buyer; and
  • Buyer may only use such information in connection with bidding on Ad Exchange inventory being sold. Buyer may only retain such information in order to forecast the availability of inventory on Ad Exchange; and
  • Buyer may store the hashed cookie ID provided in the Real-time Bidder in order to evaluate impressions and bids based on user-data previously obtained by the Buyer.
Google reserves the right to audit buyer's use of the Real-time Bidder feature and investigate any related activity in order to ensure buyer's compliance with these policies and the Terms. The audits shall be at Google's expense and will be conducted no more than once during each 12 month period, during normal business hours and without unreasonably interfering with buyer's normal business operations. If buyer does not permit an audit, then buyer may not continue to use the Real-time Bidder feature.

User-list Targeting Policy (Beta Feature)

Definitions

“User” means a unique instance of a Web browser.
“User Cookie” means a DoubleClick DART cookie or any other cookie associated with a User.
“User Lists” means a list of User Cookies created or otherwise obtained by Company and used in connection with the Google DoubleClick Ad Exchange.
"Web Properties" means properties or content that use the User Cookie.

POLICIES

Creation, Migration and Use of User Lists. Company must have all rights necessary to create or otherwise obtain User Lists, migrate User Lists to, and use User Lists on, the Google DoubleClick Ad Exchange. Google will not allow another advertiser to use your User List without your consent.
Selection and Targeting Restrictions. Company may not use User Lists to select or target advertisements (i) based on past or current activity by Users on adult or gambling sites, government agency sites, or sites directed at children under the age of 13 years or (ii) based on other inferred or actual sensitive information (including without limitation, health or medical history or information, financial status or other detailed information pertaining to a person's finances, racial or ethnic origins, religious beliefs or other beliefs of a similar nature, the commission or alleged commission of any crime, political opinions or beliefs, trade union membership, or sexual behavior or orientation).
PII Restrictions. Company may not, for the purpose of serving Ads, directly associate and store personally identifiable information ("PII") with the User Cookie without robust notice of, and the User's prior affirmative (i.e., "opt-in") consent.
Advertising Cookies Policy. Company's use of the User Cookie via a User List is subject to this User List Targeting Policy and the Google Advertising Cookies Policy. Google's use of User Lists is also subject to this User List Targeting Policy and the Google Advertising Cookies Policy.
DoubleClick Boomerang and User List Services. Company may not use a User List created via DoubleClick’s Boomerang or User List services on the Web Properties unless the sites from which those User Cookies were compiled (i) properly discloses the data collection and usage contemplated by this User List Targeting Policy at the time of compilation and (ii) complies with the privacy and notice requirements of this User List Targeting Policy.
User List Transparency. Company grants to Google the right, should Google elect to do so, to display to any User that is part of Company’s User Lists that the User is on at least one of Company’s User Lists, along with displaying Company’s domain or display name.
In Ads Notice Labeling. Google may, should Google elect to do so or should Customer request Google to do so, label advertisements served based on User Lists with notices or overlays intended to advise Users that the advertisements are based on User Lists, and Company may not modify or obscure these labels.
Notice Requirement. Company's posted privacy policy should include information about Google, the User Cookie, and an appropriate description of your use of remarketing in online advertising. The remarketing description must be included in the privacy policies of all sites that include the remarketing tag or otherwise gather information for remarketing.
Conflicts. Company needs to comply with both the Third-Party Ad Serving Policy and this User List Targeting Policy. To the extent there is any conflict between this User List Targeting Policy and the Third-Party Ad Serving Policy then Company needs to comply with the version of the conflicting provision in this User List Targeting Policy.

API Guidelines

The Ad Exchange APIs are Beta features of the Ad Exchange Program and may not be used for any purpose other than directly with the Ad Exchange Program. Access to the Ad Exchange APIs can be terminated at will by Google.

API Security

Buyer must use reasonable efforts to keep all Ad Exchange API data in a secure environment at all times according to commonly acceptable security standards for enterprise data, but in an environment at least as secure as that for Buyer’s enterprise data.
  • Ad Exchange Buy-Side API Security
    All data transfer using the Ad Exchange Buy-Side API (including via API clients) must be secured using at least 128 Bit SSL encryption, or, for transmissions directly with Google, at least as secure as the protocol being accepted by the Ad Exchange Buy-Side API servers.
  • Real-Time Bidder API Security
    All transfer of CPM data using the Ad Exchange Real-Time Bidder API (including via API clients) must be secured using the Google-provided encryption library and implemented in accordance with instructions provided by Google.

API Deprecation Period

Google may, in its sole discretion, cease providing the current version of any Ad Exchange API, at which point the current version of that Ad Exchange API will be deprecated (the “Deprecated Version”). Google will issue an announcement if the current version of any Ad Exchange API will be deprecated. For a period of four months after an announcement (the “Deprecation Period”), Google will use commercially reasonable efforts to continue to operate the Deprecated Version and to respond to problems with the Deprecated Version deemed by Google in its sole discretion to be critical. During the Deprecation Period, no new features will be added to the Deprecated Version.
At any time prior to creating a Deprecated Version, Google may, in its reasonable discretion, label certain features or functionality of any Ad Exchange API as “experimental.” The deprecation policy will not apply to any features or functionality labeled as “experimental.”

Monitoring Policy

Google may monitor any Ad Exchange API activity for the purpose of ensuring quality, improving Google products and services and compliance with the Terms. Buyer may not try to interfere with such monitoring or otherwise obscure from Google Buyer’s Ad Exchange API activity. Google may use any technical means to overcome such interference.

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