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Edge226 Brand Safety Policy

Last Updated: Last update: Dec 2022

1. Overview

At Edge226, we prioritize brand safety to ensure our advertisers’ confidence in our platform. This Brand Safety Policy outlines our commitment to minimizing the risk of ad misplacement across all campaigns. We employ a combination of manual processes, proprietary tools, and partnerships with industry-leading verification companies to uphold the highest standards of brand safety.

2. Brand Safety Principles

Edge226’s platform incorporates automated measures to mitigate ad misplacement. We offer the flexibility to create inclusion and exclusion lists and the option to specify preferred ad exchanges. All customers benefit from adherence to brand safety specifications agreed upon in each insertion order. Additionally, we work with our clients to provide full transparency on our publishers and to include/exclude based on client preferences or respond to news coverage that could impact a brand.

3. Edge226 Proprietary Lists

3.1. Global Block List

Edge226 maintains a proprietary global block list of mobile apps flagged for potential ad fraud. This list can also be used by clients to exclude small or new publishers that do not have a strong user base to avoid potential fraud. This list undergoes regular updates using automated and human-driven processes to ensure its effectiveness.

3.2. Global Brand Safety List

We also maintain a proprietary global exclusion list of categories that clients can block based on content / user review. This list is continuously updated through a combination of human oversight, proprietary technology, and insights from trusted third-party partners. The content categories prohibited on our platform include but are not limited to:

  • Adult content (including nudity, pornography)
  • Hate speech or extremist content
  • Graphic violence or depictions of real-world violence
  • Promotion of illegal activities
  • Copyright infringement
  • Illegal downloads or online piracy
  • Offensive language or obscenity
  • Fraudulent or harmful sites
  • Weapons or military conflict
  • Tobacco or related products

4. Customer Inclusion and Exclusion Lists

Edge226 empowers customers to create custom inclusion or exclusion lists tailored to their campaign’s targeting criteria. This capability allows advertisers to address specific brand safety concerns and minimize ad misplacement.

5. Supply Side Platform Management

We engage regularly with supply-side platforms to optimize supply, minimize brand safety issues, and block unwanted advertising inventory. This proactive approach ensures that our platform maintains a high standard of brand safety across all ad placements.

6. Managed Service

Edge226’s Customer Success team oversees all programmatic trading. We trade inventory transparently via open and private marketplaces, leveraging our global block list as a standard practice. Any additional inclusion or exclusion lists specified in insertion orders are diligently implemented to meet our clients’ brand safety requirements.

7. Tools and Processes

Edge226 ensures advertisers have access to programmatic inventory transparency and real-time information through the Edge226 platform. Our ongoing review process includes manual audits of publishers using brand safety tools and data across supply-side platforms. Any publishers found unsuitable are promptly excluded from our platform.

8. Takedown Policy

In the event of an ad appearing against inappropriate content, Edge226 will take immediate action upon receiving notice from the advertiser. We will remove the offending publisher(s) and/or pause the campaign until the issue is resolved. Our takedown policy aims to address such instances within one business day of written communication, with a commitment to thorough investigation and preventive measures.

9. Anti-Fraud Policy

Edge226 maintains stringent measures to combat ad fraud, including the removal of publishers exhibiting suspicious activity above predefined thresholds. By working exclusively with pre-vetted and trusted inventory sources, we mitigate the risk of ad fraud on our platform.

10. Mobile App Piracy

Edge226 utilizes industry accepted and up-to-date tools and lists to identify and filter out infringing mobile apps from our advertising inventory. This proactive approach helps safeguard advertisers against advertising in pirated or unauthorized mobile apps.

11. Supporting App-Ads.txt

Edge226 fully supports the app-ads.txt specification, ensuring compliance with industry standards and enhancing transparency in mobile app advertising distribution channels.

12. Coalition for Better Ads

Edge226 supports the Coalition for Better Ads and its mission to improve consumers’ online advertising experience. We adhere to the Coalition’s standards within mobile app advertising, promoting industry-wide initiatives for better ad experiences.