Setting ad standards is crucial when launching your ad platform. A public ad policy for advertisers ensures your platform's ads are monetarily successful and cultivate an enjoyable customer experience. It dictates acceptable ad content for your site, app, and other screens.
Your ad policy is not a legal document, but a high-level overview of what advertisers need to know before partnering with you.
This playbook details how to build your ad policy. We also provide a template for your use.
It's important to know the purpose of an ad policy, as it affects users, advertisers, and publishers by:
Below is a step-by-step guide to creating an ad policy:
You are responsible for ensuring advertisers follow local laws, including ad disclosure requirements, illegal products, and anti-discriminatory targeting.
Twitter’s ad policy, for example, outlines multiple situations where an ad would be rejected. Depending on your product and targeting capabilities, such policies may not be applicable to your advertisers.
We recommend working with your legal team to identify situations where you need to block a campaign from running.
You want ads to be high-quality and consistent with your brand’s look and feel. It’s important, then, to outline your creative guidelines:
Make sure your ad policy covers copy guidelines like:
Your ad policy should clearly define what is prohibited within ad content. Depending on your site, these rules may vary. Here are some general categories that companies prohibit:
If an advertiser sends a creative with such restricted content, you can point to your ad policy as the reason you reject it.
While above deals with ad copy, you should also outline what types of companies/products you won’t partner with at all.
This could include:
Ultimately, make sure that the ads and advertisers are congruent with your company values. If you're an environmental start-up, for example, you won't want gas companies advertising. Make your prohibitions as specific as possible to avoid branding mistakes.
Your ad policy is also an opportunity to outline the ad review process. This can include details like:
When it comes to defining an ad policy, clarity is key. The more thoughtful, the better. At the same time, don't let your readers get lost in your policy. Be concise as well, so it’s easy for them to understand. For further inspiration, here's Klarna's, Twitter's, Google's, and Facebook's ad policy.
Kevel offers the infrastructure APIs needed to quickly build custom ad platforms for sponsored listings, internal promotions, native ads, and more - so you can drive new revenue and take back the Internet.
We are committed to the vision that every online retailer and publisher should be able to add user-first ad revenue streams and take back the Internet from Google, Amazon, and Facebook. Customers like Ticketmaster, Yelp, Strava, Mozilla, and many more have already launched successful ad platforms on Kevel.
Sarah is an experienced writer with a software background, allowing her to translate between ad tech experts and lay readers. As Kevel's content writer, she writes for the blog and social media.