MoPub Program Policies

Last updated: April 15, 2014

MoPub Program Policies

If you choose to use MoPub Platform, including MoPub Marketplace, you are required to adhere to the following policies, when applicable. If you fail to comply, we reserve the right to disable your account as indicated in the Terms of Service.

Please note that we may change our policies at any time, and pursuant to our Terms and Conditions, it is your responsibility to keep up to date with and adhere to the policies posted here.

Use of the Service

You must use MoPub only for serving advertisements and promotions to mobile applications and websites. You may not use MoPub to serve other content.

You may not serve advertisements that interfere with the correct operation of the user’s mobile device.

Required Participation

You must provide the following information with every ad request:

  • Unique Device Identifier (UDID), Advertising Identifier (IDFA) or other Device ID (ANDROID_ID)

  • Ad Unit ID, mapped to the correct application that is in use by the end user

For conversion tracking to work properly, you must also notify MoPub when an app is opened by the user.

Privacy

Publishers using the MoPub service must prominently display and abide by an appropriate privacy policy. Included in the posted policy must be notice that device IDs or other identifiers are being used to collect anonymous traffic data. Publishers should not include in their MoPub data any Personally Identifiable Information (PII) that could be used to identify or track individual end users or use any feature or functionality of MoPub to do so.

COPPA (the Children’s Online Privacy Protection Act)

Publishers using the MoPub service must comply with COPPA in the collection and use of “Personal Information” from children under 13 years old. “Personal Information” includes device IDs, IP addresses, geo-location information, and any type of unique, persistent identifier (e.g., IDFA), when collected from a child under 13 years old.

Please note that COPPA’s restrictions still allow the use of persistent identifiers for frequency capping, conversion tracking, and contextual ads, and we will continue to support these services on all apps, including those used by children under 13. However, these services are only available to premium publishers who agree to commercial terms. Please contact us at mopubprivacy@twitter.com for more information. Please see the additional FTC guidance and FAQs here regarding COPPA. We urge you to consult your legal counsel on how to comply with COPPA.

MoPub does not knowingly collect Personal Information from children under 13. You must inform us if any your apps are either: (1) directed to children aged 13 or under, or (2) collect information from children that you know are under 13. If your apps are directed at children age 13 or under or if you collect personal information as defined by COPPA from children you know to be under 13, you may not register for MoPub’s services using this website. Instead, you must contact us at mopubprivacy@twitter.com. If your app is designed for children age 13 or under or if you pass us information obtained from children you know to be under 13 and if you have not informed us or agreed to commercial terms, you are in violation of MoPub’s Terms of Service, and your account is subject to immediate termination.

Site Content

MoPub may not be used to display ads on apps or sites with the following types of content:

  • Violence

  • Advocacy against any protected group (e.g., racial or ethnic origin, sexual orientation/gender identity, age, disability, sex, religion, color, national origin, or veteran status)

  • Pornography, pedophilia, incest, bestiality or child pornography

  • Illicit drugs and drug paraphernalia

  • Online casinos and gambling

  • Hacking/cracking content

  • Sales of weapons or ammunition (e.g., firearms, fighting knives, stun guns)

  • Sales of hard alcohol

  • Sales tobacco or tobacco-related products

  • Sales of prescription drugs

  • Sales of products that are replicas or imitations of designer goods

  • Sales or distribution of term papers or student essays

  • Content protected by copyright law unless a publisher has the necessary legal rights to display that content.

  • Any other content that is illegal, promotes illegal activity, or infringes on the legal rights of others

  • Content that violates the policies of the operating platform (e.g. Android or iOS content policies).

Third Party Terms

You must comply with any applicable third party terms, policies, guidelines, etc. that apply to your ads, apps, sites, distribution, data handling and business practices.

Ad Restrictions

You may not use MoPub to serve ads that:

  • Promote or depict:

    • Illegal content or activity

    • Violence

    • Advocacy against any protected group (e.g., racial or ethnic origin, sexual orientation/gender identity, age, disability, sex, religion, color, national origin, or veteran status)

    • Offensive content or activity

  • Infringe upon the intellectual property of another

  • Are deceptive, resemble user interface elements (e.g. text boxes) or feature excessive animation, shaking or smileys

  • Include applications such as viruses, spyware, and malware

Marketplace Creative Restrictions

MoPub enforces the following quality standards for all ads served on Marketplace.

I. Creative Attributes Requirements
The following creative attributes can be blocked by publishers:

  • 9 (Provocative or Suggestive Imagery)

  • 10 (Extreme Shakiness, Flashiness, or Animation)

  • 14 (Alert Style)

  • 6 In-Banner Video Ad (Auto Play)

  • 3 Expandable (Automatic)

  • 8 Pop (e.g., Over, Under, or upon Exit)

This value is passed in the “battr” field in each bid request. Do not send creatives that fall into these categories if they are blocked.

At this time, auto-expanding rich media creatives are prohibited.

II. Restriction/Blocklist
MoPub supports OpenRTB v.2 category blocking. We require each of our DSP partners to categorize ads correctly based on this version of the spec. Your bids must comply with IAB category restrictions as provided in the bid request.

We use the IAB9-30 category (“Video & Computer Games”) to indicate that a publisher wishes to block game ads. Do not bid with gaming ads if this category is blocked.

We use the IAB19-2 category (“Animation”) to indicate that a publisher wishes to block creatives which animate (shake, rotate or flash). Do not bid with animating ads if this category is blocked.

III. Dating Ads
All dating ads must comply with the creative attribute guidance provided in Section I if the images used are provocative or suggestive. Pornographic creatives are never allowed.

IV. Deceptive Ads
Ads that replicate the user interface of Android or iOS system notifications are prohibited. Ads that have messaging that matches system notifications (e.g. “New Message” or “Missed Call”) are prohibited.

V. iFrames
Creatives that use IFRAME tags are prohibited.

VI. Advertiser Domain and Image URL Accuracy
The “adomain” and “iurl” parameters must correctly match the ad’s ultimate click destination domain and user displayed image, respectively.

VII. Auto-Redirect Ads
Ads that automatically redirect the user without the users engagement or action (i.e. click, touch etc) are prohibited entirely.

Marketplace Creative Restrictions

MoPub enforces the following quality standards for all ads served on Marketplace. To view the MoPub Creative Enforcement Policy please follow the link HERE

Private Marketplace

I. Pricing Confidentiality
All pricing information is confidential and may not be shared with any other party besides MoPub, except as expressly directed. MoPub reserves the right to terminate both the Private Marketplace and Marketplace if there is a breach of this confidentiality.

Partner Incentive Programs

From time to time, MoPub may offer demand partners the ability to participate in incentive programs. These programs are offered equally to all “qualified” partners. These programs are subject to change at our sole discretion.

Third Party Terms

  • You must comply with any applicable third party terms, policies, guidelines, etc. that apply to your ads, apps, sites, distribution, data handling and business practices, including but not limited to platform terms and conditions regarding privacy and content restrictions, compliant use of advertising identifiers (e.g., IDFA on iOS), honoring any user preferences or settings of the user  (e.g., Limit Advertising settings, or similar “do not track” settings).