1. Overview

This policy describes the governance processes which Dataseat adopts to ensure brand safety for all customers including taking all reasonable endeavours to minimise the risk of ad misplacement. Dataseat has implemented manual processes using whitelists and blacklists coupled with campaign transparency to manage and deliver brand safety. Dataseat works closely with supply-side partners to minimise and block inappropriate advertising inventory. 

  1. Brand safety principles

Dataseat technology and manual processes and technology will endeavour to minimise the risk of ad misplacement on all campaigns and adhere to the brand safety requirements agreed with customers in each insertion order. In addition to basic brand safety checks, Dataseat may respond to news coverage that may impact a brand by excluding additional content using whitelists and blacklists. This will be determined on a case by case basis in collaboration with the advertiser.

  1. Global blacklist

Dataseat maintains its own extensive global blacklist of hundreds of thousands of mobile websites and applications, that have been flagged as containing inappropriate content. The global blacklist is updated on a regular basis based on human processes and using automated technology from third parties to minimise the risk of ads appearing against:

  • Adult content including but not limited to Nudity, Pornography, or Any Explicit Sexual Conduct
  • Sexual Assault/Child Abuse Content
  • Graphic Violence/Death
  • Promotion of Drugs or Illegal Criminal Activity
  • Copyright Infringement
  • Extremist content/hate speech
  • Terrorism
  • Illegal downloads/online piracy
  • Offensive language/obscenity
  • Spam or harmful sites
  • Arms/weapons
  • Military conflict
  • Tobacco

In addition, Dataseat can accept agency blacklists and these can be applied per line.

  1. Client whitelists

Dataseat offers advertisers the option to curate bespoke whitelists depending on the campaign’s targeting criteria to address brand safety concerns and minimise ad misplacement. Whitelists can be applied per line.

  1. Supply-side platform management

Dataseat works very closely with supply-side platforms in order to optimise ad inventory based on demand requirements, minimise brand safety issues and block unwanted ad inventory.

Dataseat implements the following processes with supply-side platforms:

  • PMPs created on the supply-side platform
  • Blacklists implemented at the supply-side platform end
  1. Managed service and hybrid customers

All trading is managed by the Dataseat Ad Operations Team and ad inventory is traded programmatically via Open Market Place and/or Private Market Places.

For Open Market Place trading, campaigns will utilise Dataseat’s standard global blacklist as good practice brand safety, in addition to any whitelists. If requested, Dataseat can also apply app-ads.txt and/or additional blacklists provided by the advertiser and specified in the insertion order.

  1. In-housing customers

The Dataseat ops team will train self-service customers on the tools and processes available in order to implement and maintain brand safety good practices.

  1. Process and Maintenance

Dataseat provides advertisers with complete inventory transparency and real-time reporting. Advertisers can validate where ads are being displayed at any time. Dataseat internally vets publishers to ensure that ads do not appear against content that is not brand safe. 

Our domain vetting process for campaign briefs includes the following steps:

  1. a) For custom whitelists created to meet the requirements of specific campaign briefs, individual domains are manually vetted by the Dataseat Operations Team before being added to the whitelist. Only domains with appropriate content, as defined above, are allowed on to the list.
  1. b) Once new domains are added to whitelists these are monitored and forms part of our Inventory Management routines. Domains that do not meet standards will be removed from white lists.
  2. c) The Dataseat global blacklist is updated on a regular basis by our Operations Team using human processes, internal algorithms and other third party sources. This is implemented at a platform level and automatically applies to all campaigns managed by Dataseatbr.
  1. Takedown Policy

In the event that a customer deems their ad has been displayed against inappropriate content, Dataseat will take action to remove the publisher(s) as soon as notice has been received from the advertiser via email, and/or pause the campaign until the issue has been resolved.

Dataseat operates a takedown policy to remove delivery across such content within 2 hours of formal notice during working hours (08:00 to 18:00 Central European Time) and next working day during non-working hours.

Dataseat will endeavour to fully investigate the ad violation and take any necessary steps to remove the risk of this happening again.The Dataseat Operations Team will manually audit publishers utilizing brand safety tools and/ or data across exchange partners. If publishers are found to be unsuitable they will be excluded.

Dataseat in-housing advertisers will be able to log into the platform and add publisher(s) to a blacklist and pause the campaign if required. They may contact Dataseat to investigate the matter further.

Where advertiser has agreed the Dataseat IO and / or MSA: The contractual consequences of not taking down an ad in accordance with the Dataseat take down policy to be agreed between Dataseat and advertiser on a case by case basis.

  1. Anti-Fraud policy

All publishers with suspicious activity above a threshold are removed from campaigns. By working with pre vetted inventory and trusted inventory sellers only, Dataseat lowers the risk for ad fraud. Dataseat supports app-ads.txt to protect advertisers against ads appearing on fraudulent apps.