Maintaining the Highest Level of Traffic Quality

At YuMe, data and innovation are at our core, so it makes sense that our approach to detecting and blocking suspicious traffic evolve creatively and thoroughly. YuMe's traffic quality experts (ranging from data scientists, engineers, product managers to industry ad fraud experts) constantly gather intelligence from various channels to inform our traffic quality standards.

 

As with most of what we do, data science leads the way, using heuristic analysis to monitor hundreds of data signals, any of which may represent a vanguard to an emerging scheme. Data streaming from our rich data pipes connecting to video advertisers, by way of the YuMe SDK, feed the algorithms we use to detect suspicious activity, continually qualifying our multi-screen inventory. Reported signals are used to identify trends and build models to make predictions of how future instances of suspicious traffic could manifest on our network – data science powering a continual ecosystem of testing, classifying and delivering impressions.

 

YuMe will apply commercially reasonable endeavours to minimise the risk of ad misplacement including the use of:

 

Publisher Vetting

YuMe does not permit self-serve sign up and vets each new publisher to minimise the risk of ad misplacement. No self-serve sign up is permitted and each new publisher is validated against our brand safety guidelines, where the publisher contractually agrees that the content of its inventory does not consist of the following: discrimination, illegal activities, hate speech, pornography, profanity, fire arms, explicit violence or obscenity or sexually explicit material. Furthermore, gambling and alcohol content is prohibited.

 

Any sites identified that contain this type of content are reviewed and publishers are contacted to rectify and, if unable or unwilling to do so, are placed on the global blacklist.

 

Each new site submitted to the YuMe network undergoes two reviews: policy and trust. The policy review consists of validating that sites have players of a minimum size, no autoplay, privacy policy, are not listed on our global blacklist, etc. The trust review process examines signals that would indicate if a site has a low, medium or high likelihood of non-human traffic viewing video ads.

 

Blacklist policy

YuMe operates an opt-in blacklist policy per advertiser. YuMe recognises blacklist requirements supplied by advertisers, which are designed to prevent any advertisements appearing against inappropriate content outlined: discrimination, illegal activities, hate speech, pornography, profanity, fire arms, explicit violence or obscenity or sexually explicit material. Furthermore, gambling and alcohol content is prohibited.

 

Whitelist policy

YuMe uses whitelists supplied by an advertiser or agency to deliver against their specific approved list of apps and URL's from within YuMe’s vetted walled garden of inventory. Any sites not approved during the vetting process are removed so that campaigns are running against approved lists.

 

Takedown Policy

YuMe strives to provide outstanding customer service for our clients, with a safe and transparent environment in which to run their advertising.

 

If YuMe is alerted to a client's advertisement appearing against unsuitable content, YuMe will strive to take down within three hours within a working day (Monday – Friday) or within the timescale specified in individual Terms and Conditions.

 

Ad Misplacement Notification

Agencies, advertisers and publishers work with their respective YuMe account managers and sales representatives to report any incidents of ad misplacement. YuMe will then take appropriate action once all information has been provided by the agency, advertiser or publisher.

 

Contractual consequences of not removing ad are limited to the value of the IO.