Mapp Media Brand Safety Policy

  1. Overview

This document details the policies that Mapp Media has put in place to minimise risk of brand safety breaches. These policies are applied to all campaigns that we are responsible for. The outlined is strictly adhered to, in order to ensure our clients and publishers that industry standards are being protected. Mapp Media follows the Digital Trading Standards Group’s (DTSG) Good Practice Principles, which are endorsed by the UK’s Joint Industry Committee for Web Standards (JICWEBS).

When a publisher for which Mapp Media handles advertising sales has an advertising policy that differs from this document, we have attempted to note that herein. For the most up-to-date information on Mapp Media’s publisher & platform partners please contact us for details or refer to their own data & privacy policies. For example, Under Armour’s Connected Fitness:

In case of conflicts or omissions between this document and those of our publishers, the latter will govern.

These policies apply to all ad types and implementations unless otherwise noted. This includes, but is not limited to, display advertising, native advertising, search ads, and video ads. All creatives, advertisements, and other material provided under these policies must comply with all applicable laws and regulations. While Mapp Media requires its advertisers to comply with these standards, the content of the advertisements is the advertiser’s responsibility, and by placing the advertisements, the advertiser assumes all liability for, and arising from, the advertisement.

  1. Third Party Content Verification Tools

Mapp Media’s partners all use third-party content verification tools. The majority of agencies that we work with, provide Integral Ad Science (IAS) or MOAT tracking pixels. Should this not be provided, our publishers all maintain the same partnerships on their side and are able to provide data from either IAS or MOAT as well. Monthly reviews on content are also conducted for all of Mapp Media’s partners. For our partners that allow user generated content on pages where advertising is sold, measures of control are in place. Specific brand safety guidelines pertaining to these partners are available from Mapp Media upon request.

  1. Inappropriate Schedules

All of Mapp Media’s publishers maintain strict blacklists and appropriate whitelists, barring any inappropriate content and ensuring that all campaigns only appear next to appropriate content. This is for the assurance that all client campaigns are protected, but also for protection of the publisher, as it blocks any incoming content that may be deemed inappropriate.

Content that is blacklisted by our publishers, include (but not limited to) the following:

  • Sexual Content
  • Banned Substances
  • Extremist Content
  • Copyrighted Content
  • Illicit Content
  • Viruses/Spyware/Malware
  • Adware

Additionally, Mapp Media incorporates any blacklists and whitelists that our clients put forth for their campaigns, in accordance with their guidelines.

Please see our Terms and Conditions for further details regarding ad placement:

  1. Take-Down Policy

We ensure that all the publishers we work with maintain strict take-down policies that are applied in timely manner. This is for response to potential alignment against inappropriate content, as well as wider concerns such as current affairs, ensuring that the client’s interests are protected as soon as practicable.

Mapp Media represents a number of publisher who are based across the globe. For those publishers who are based within or close to Europe, the turnaround time is considerably short, and any urgent requests for takedowns will be responded to within 3 business hours. For those publishers based further abroad, such as those in the United States, we maintain a 1 business day turnaround for urgent requests.

Mapp Media’s internal Operations Team, a team of more than 5 individuals, is at hand to manage communication with our publishers during all business hours should the need arise. They can be contacted on

Any client advertising that appears against blacklisted content will not be charged.

  1. Ad Targeting

Mapp Media ad targeting policies are in place to help users feel welcome and comfortable on our sites. This policy applies to ad interest targeting. Advertisers are wholly responsible for making sure ad targeting, including 1st and 3rd party data, is legal and complies with all applicable local and regional regulations and the policy.

Mapp Media policy does not allow any ad or related targeting that is discriminatory, harassing, predatory, or offensive.

Mapp Media policy does not allow advertisers to target ads using targeting categories (segments) to any region where those categories are not legal.

Mapp Media policy excludes children known to be under the age of 13 from targeted advertising.

Advertisers may not use the sensitive interest categories below (also known as segments) to target users or to market products or services. Sensitive interest categories include but are not limited to:

Any category that facilitates discrimination on the basis of race, ethnicity, gender, gender identity, disability, sexual orientation, religion, or protected class. Any category that is predatory in nature. For example, targeting users based on economic hardship or economic vulnerability.
Any category that focuses on sexual interests.
Any category that focuses on illegal activities
Any category that focuses on mental illness including addiction issues.
Any category that focuses on personal hardships, including intimate health conditions or treatment.

  1. Data Collection

Mapp Media does not collect any data on individuals using our partner publishers’ platforms. Any personal information collected on these platforms, are conducted by the publishers themselves, unaffiliated with Mapp Media’s activities. Please contact us for links to our partner publishers’ data collection policies, which are all in line with industry standards worldwide.

  1. Site Quality

We have strict terms and conditions that publishers have to meet, in order to be approved as a Mapp Media partner. Mapp Media conducts onboarding processes with all potential partners to assure our clients that they are only accessing brand safe platforms. Content is thoroughly checked for and insensitive material before a partnership is formed. Such material includes, but is not limited to:

  • Pornographic or highly suggestive content or images
  • Online gambling
  • Sales of weapons or ammunition
  • Sale of tobacco
  • Extreme violence
  • Hate content
  • Excessive profanity

Partnerships are only considered upon clearance and monthly checks are carried out throughout the partnership to ensure that the content continues to adhere to our guidelines.

All agency and publisher Insertion Orders, produced by Mapp Media, contain links back to this internal document. If you have any questions about any of the information contained in this document, please contact your Mapp Media account manager or email

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