Last update time: 2019.09.23


1.    Introduction

The following guidelines and policies (“Demand Policies”) describe the mobile advertising standards applicable to any demand side platform, advertising network (“Demand Partner”) using the AdView Services. The AdView Services facilitate the delivery and insertion of Demand Partner advertisements (“Ads”) through publisher mobile applications to end-users.


In order to use the AdView Services, Demand Partner agrees to abide by these Demand Policies. Any violation of these Demand Policies is subject to enforcement as provided in Section 6 below, in AdView’s sole discretion.


AdView reserves the right to update these Demand Policies at any time, which can be found in address: By continuing to use the AdView Services subsequent to such notice, Demand Partner agrees to abide by the updated version of these Demand Policies.


2.    Prohibited Content

Demand Partner is prohibited from serving Ads that feature or promote any of the following content categories:


Ÿ   Graphic or explicit violence (IAB25-2 (Extreme Graphic/Explicit Violence));

Ÿ   Adult sexual content (IAB25-3 (Pornography));

Ÿ   Discriminating, offensive, or profane material or hate content (IAB25-4 (Profane Content), IAB25-5 Hate Content));

Ÿ   Weapons, weapon accessories, and ammunition (IAB26-1 (Illegal Content));

Ÿ   Illegal drugs and drug paraphernalia (IAB26-1 (Illegal Content));

Ÿ   Tobacco and tobacco accessories including, but not limited to electronic smoking devices (IAB9-9 (Cigars));

Ÿ   Spyware, malware, viruses, illegal hacking, or other materials that are intended to damage or render inoperable software or hardware (IAB26-3 (Spyware/Malware));

Ÿ   P2P file sharing, torrenting, or other content violating or infringing upon any third-party intellectual property rights (IAB26-2 (Warez), IAB26-4 (Copyright Infringement));

Ÿ   Counterfeit goods (IAB26-4 (Copyright Infringement));

Ÿ   Illegal products, activities, and services, including, but not limited to, “how-to” information on bomb-making, lock-picking, and similar topics (IAB26-1 (Illegal Content));

Ÿ   Unmoderated user-generated content (IAB25-1 (Unmoderated UGC));

Ÿ   Incentivized clicks and downloads (IAB25-7 (Incentivized));

Ÿ   Content or material offering traffic generation or promoting fraudulent traffic (IAB26-1 (Illegal Content));

Ÿ   Content or material making misleading, deceptive, or unrealistic claims (IAB26-1 (Illegal Content));

Ÿ   Content or material pertaining to particular religions or spirituality, or advocating the superiority of a specific race/ethnic group, national origin, color, religion, sex, sexual orientation, language, status as a veteran, or any other legally protected status (IAB23 (Religion & Spirituality), IAB25-5 (Hate Content));

Ÿ   Uncategorized content (IAB24 (Uncategorized));

Ÿ   Abuse support (IAB7-28 (Incest/Abuse Support));

Ÿ   Substance abuse (IAB7-42 (Substance Abuse));

Ÿ   Hunting and shooting content (IAB17-18 (Hunting/Shooting));

Ÿ   Content or material promoting or containing links that are disparaging to AdView or AdView’s partners;

Ÿ   Content promoting real-time bidding/supply-side platforms or advertising services outside of AdView or AdView’s partners.

Ÿ   Content promoting recreational drugs.

Ÿ   Alcohol content (IAB8-5 (Cocktails/Beer), IAB8-18 (Wine));

Ÿ   Gambling or online casinos (if real currency is involved or if there is the ability to cash out) (IAB9-7 (Card Games));

Ÿ   Lotteries (IAB3-7 (Government));

Ÿ   Pharmaceutical or health products and services, including prescription medications (IAB7-5 (Alternative Medicine));

Ÿ   Financial services (IAB13-1 (Beginning Investing), IAB13-2 (Credit/Debt & Loans), IAB13-4 (Financial Planning), IAB13-5 (Hedge Fund), IAB13-6 (Insurance), IAB13-7 (Investing), IAB 13-8 (Mutual Funds), IAB13-9 (Options), IAB13-10 (Retirement Planning), IAB 13-11 (Stocks));

Ÿ   Political campaigning content (IAB11-4 (Politics)).


3.    Technical Requirements

3.1.    General

Ÿ   Demand Partner’s destination URL must be written in a supported markup language (XHTML or HTML), viewable in mobile web browsers, and link to a working mobile website related to the applicable Ad.

Ÿ   Ads that automatically redirect the end-user or initiate a download without end-user interaction (i.e., click, touch, etc.) are prohibited.

Ÿ   Flashing, shaking, or misleading Ads (e.g., Ads imitating activities from known brands) are prohibited.

Ÿ   “Click-to-call” phone numbers must connect end-users to the advertiser’s business. Toll or fee-based phone numbers that require additional payment by the caller are prohibited. Phone numbers must be functional (e.g., fax numbers are not permitted) and local or domestic to the Demand Partner’s Ad’s target country; phone numbers must use the correct format for the target country.

Ÿ   Proper grammar conventions must be followed.

Ÿ   Use of common text message abbreviations is permitted.

Ÿ   Ads must be visible and render properly.

3.2.    Prohibited Creative Ad Attributes

Ÿ   Demand Partner must not serve Ads with the following creative attributes:


(1) Audio Ad (Autoplay)

(3) Expandable (Automatic)

(5) Expandable (User Initiated – Rollover)

(8) Pop (including Over, Under, and Upon Exit)

(9) Provocative or Suggestive Imagery

Ÿ   AdView shall pass the above blocks in the bid requests within the “battr” field. Demand Partner must respect the Ad attributes of the bid requests.

3.3.    Parameters Compliance

Ÿ   Demand Partner shall include the following values with all bids sent through the AdView Services:


(a)    campaign ID (“cid”), The “cid” must not be ‘0’ or replaced with a demand or seat ID. The “cid” can contain any latin alphabet, number, or special characters except for semicolons (;).

(b)    creative ID (“crid”)

(c)     seat ID

No passed parameter (including campaign ID, creative ID, or seat ID) should be randomized.

(d)    Advertiser domain (adomain)

       i.          The adomain must match the top-level domain for the advertiser landing page. App store destination adomains must represent the application’s equivalent URL, and not the full app store URL (e.g., the adomain of Age of Empires would be “” and not “” or “[AppName]”).

      ii.          All adomains must be passed in the following format, with no additional sub-domains, paths, or characters: [AdvertiserName].com

     iii.          adomains should match the landing page URL and should not lead to:

– an “under construction” landing page;

– a parked domain;

– a 404 error page or blank page.

(e)    iurl

The iurl must be the actual creative image (or representative image), and not a link to an HTML page or generic placeholder image.

(f)      attribute

(g)    cat


4.    General Video Guidelines

Ÿ   Video demand must respect the blocked attributes of the publishers bid requests (e.g. auto play, sound on/off).

Ÿ   The recommended maximum duration for a video Ad is 30 seconds.

Ÿ   Video Ads of more than 15 seconds in duration should be skippable or have a close button.

Ÿ   Video Ads are prohibited for the following ad space dimensions: 320×50, 300×50, 216×36, 168×28, 120×20.

Ÿ   Autoplay Video Ads must include the creative attribute (6) in the bid response.

Ÿ   In-Banner Video Ads performing excessive amounts of Client-Side Requests for VAST/VPAID are not allowed.

Ÿ   VAST Arbitraged Ads are not permitted.

Ÿ   AdPods are not supported.

4.1.    VAST Guidelines

Ÿ   AdView supports VAST 4.0, 3.0, and 2.0.

Ÿ   VAST InLine and Wrapper are permitted.

Ÿ   Video Ads must only be served to video-enabled bid requests.

Ÿ   Ads should be a minimum of 5 seconds and a maximum of 60 seconds in duration.

Ÿ   VAST Wrapper must resolve into an in-line response with a media file.

Ÿ   VAST XML responses must not be empty.

Ÿ   No more than 3 VAST wrappers that redirect to one VAST in-line are permitted.

Ÿ   VAST must comply with the latest version of IAB OpenRTB specifications.

Ÿ   Companion Banners are displayed as End Cards after the video completes.

AdView will indicate the relevant Resource type (Static, HTML or Iframe) in the bid request as requested by the publisher.

Ÿ   Video BitRate: We recommend not sending video files below 250 kbps and above 4Mbps.

Ÿ   Video Types are indicated in bid requests as follows:

(a)    Outstream Video: has a value 1

(b)    Rewarded Video: has a value 1

(c)     Instream Video: has the value

Pre-Roll: 0

Mid-Roll: -1

Post-Roll: -2

4.2.    VPAID Guidelines

Ÿ   AdView supports VPAID 2.0.

Ÿ   VPAID should strictly be used only for delivering interactive or dynamic content within the ad unit and not for any sort of client-side arbitration.

Ÿ   VPAID is indicated in the api field on the Video object: = 2

Ÿ   MIME Type supported by VPAID would always be application/JavaScript


5.    Enforcement Policy

Any violation of these Demand Policies may result in the suspension or blocking of Demand Partner’s Ad on the AdView Services, in AdView’s sole discretion. Additionally, AdView reserves the right to block Demand Partner’s other Ads on the AdView Services or terminate Demand Partner’s account.


Demand Partner is responsible for ensuring compliance with these Demand Policies and all applicable local laws, rules, and regulations that may apply to Demand Partner’s use of the AdView Services.


6.    Contact

Please contact with any questions regarding these Demand Policies