Brand Safety: The AppNexus Commitment

In light of recent news stories about inventory quality in programmatic exchanges, AppNexus is pleased to clarify the steps that we take to protect the brand safety of buyers who transact in our marketplace. We have strong inventory quality policies in place, and we endeavor to enforce these policies consistently and in real time.

Specifically, AppNexus bars from its marketplace domains that:

  • Violate our prohibitions against hate speech, piracy, pornography, and graphic violence;
  • Promote the sale of firearms, ammunition, or explosives;
  • Fail to meet technical and creative standards;
  • Attract invalid non-human traffic;
  • Act primarily as content farms (i.e., are intended purely to generate advertising impressions);
  • Engage in deceptive acts in commerce (a category that includes but is not limited to “fake news”).


Over the past several years, we have invested significant resources to develop both automated and human processes to detect and either remediate or remove offending domains. Specifically, we employ a standalone team of data scientists and auditors tasked with maintaining the quality of our marketplace.

In addition, where appropriate, we share information with our ecosystem partners and ask that customers bring to our immediate attention any potential violations of our marketplace rules. We also work closely with third-party verification services that have integrated with our core platform, and we offer tools to customers who elect to operate in a white-listed environment.

Of course, it’s one thing to announce a set of policies. It’s another matter altogether to enforce them consistently and on an ongoing basis.

Our decision several months ago to bar the political domain from our marketplace for violation of our hate speech policy was controversial. It did not draw uniform praise within the industry or among general interest news outlets. But it was emblematic of our commitment to safeguard the brand safety of buyers who transact in our marketplace.

To the best of our ability, AppNexus will continue to invest in its enforcement processes and maintain a marketplace that meets the high standards that our customers expect.

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