Creative Categorization

To view all MoPub policies, please visit MoPub Program Policy on our website.

1. How can publishers block my ads?

  • Publishers may block creative attributes. Pease reference the MoPub RTB 2.3 Spec for a list of all creative attributes. We will pass the blocked creative attributes via the “battr” parameter in the bid requests.
  • Publishers may block IAB categories. Please reference the MoPub RTB 2.3 Spec for a list of all IAB categories. We will pass the blocked IAB category via the “bcat” parameter in the bid request.
  • Publishers may block adomains. We will pass the blocked advertiser domain lists via the “badv” parameter in the bid request.
  • Additionally, we offer sensitive publishers the ability to respond to offensive creatives by 1) blocking specific creative IDs or 2) blocking specific DSPs at an application-level. This is not passed in the bid request. If a publisher blocked your creative ID, bid responses containing that creative ID will be excluded from the auction. If a publisher blocked certain apps from a DSP, you will not receive any traffic for those apps.

2. How should you respect the blocked creative attributes?

  • Per our creative policy, we require DSPs to not send creatives which contain the blocked creative attributes. While there are fields in the bid response for DSPs to pass the creative attribute, currently MoPub does not require DSPs to always and accurately pass the creative attributes in bid responses. However, MoPub internally prevents auto-redirect and pop-up creatives from winning the auction.
  • If you are responding with a playable MRAID ad, you should also respond with ‘MRAID playable’ (with exactly that capitalization) in the crtype field of your response.

3. How should you respect the blocked IAB category?

  • Per our creative policy, we require DSPs to categorize as the appropriate IAB category and honor the blocked IAB category in the bid request. MoPub internally does not review IAB categories.
  • Here are some common campaigns publishers are sensitive to, and this is how you should categorize them:
    • For app install campaigns, we use IAB9-30 “Video & Computer Games” to categorize all gaming ads.
    • For gambling campaigns, please refer to Twitter’s gambling guidelines to understand what types of gambling campaigns are prohibited. Any gambling campaigns running on the exchange should be categorized as IAB9-7 Card Games.
    • For lingerie campaigns, we use IAB14-1 Dating.
    • For hard liquor campaigns, we use IAB8-5 Cocktails/beer.

4. How should you respect blocked adomain?

  • Adomain – As of March 2014, we require DSPs to follow these adomain guidelines under section III:
    • Must match the top level domain for the advertiser landing page and must be passed with only .com or .countrycode appended (e.g., domain.com or domain.ie).
    • In the case of app store destinations, the adomain should represent the app’s equivalent URL and not the full app store URL (e.g., for Candy Crush Saga, the adomain should be “candycrushsaga.com” and not “king.com”).
    • In the case of apps that do not have a registered domain, please use [app name].com (e.g., mopubapp.com).
    • All adomains should be passed in the following format, with no additional characters: advertisername.com (e.g. nike.com, candycrushsaga.com, clashofclans.com).
  • Currently, MoPub internally checks the adomains in the bid responses against the blocked adomains in the bid request, and excludes bid responses containing the blocked adomains from participating in the auction.

Last updated October 10, 2018

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