Ad Quality Guidelines

Why these guidelines exist

Adduro is a streaming ad platform. We run CTV, streaming audio, and display campaigns for advertisers, and we buy inventory directly from publishers and supply partners to do it. Both sides of that relationship rely on the same thing: ads that are accurate, safe, and accountable for the experience they create.

These guidelines describe what we will and will not run, the standards we expect our supply partners to uphold, and the process for raising concerns when something does not meet that bar. They apply to every advertiser who works with Adduro and every publisher or supply partner whose inventory we buy.

Adduro may update these guidelines at any time. The current version on adduro.io is the one that applies. Questions can be sent to your Adduro account contact or to the address listed in the Takedown Process section.

Application

These guidelines are not an exhaustive list. Adduro reserves the right to reject, pause, or remove any ad or any inventory source at our discretion, whether or not the specific reason is described here. Repeated violations may result in the loss of platform access.

Advertisers and supply partners are each responsible for ensuring their own compliance, including any agencies, networks, or third parties acting on their behalf. Adduro reviews creative and inventory before campaigns go live and monitors delivery throughout the flight, but final responsibility sits with the party providing the ad or the inventory.

Legal and regulatory compliance

Use of Adduro, and every ad placed through Adduro, must comply with all applicable laws and regulations in every relevant jurisdiction. Advertisers and supply partners are responsible for knowing and following the laws that apply to their business, their creative, and the audiences they reach.

Advertisers must give consumers clear notice of their data practices, including enhanced notice for behavioral targeting through mechanisms like the DAA AdChoices icon where required, and must honor consumer opt-out and privacy signals.

Ad behavior

Ads delivered through Adduro must respect the user experience on the device or platform where they appear. The following behaviors are prohibited:

• Forcing a redirect or navigating the user away from publisher content without an intentional click or tap
• Auto-refreshing, looping, or repeating without user action
• Pop-ups, pop-unders, or any element that obscures publisher content
• Expanding beyond the dimensions of the designated ad slot, except for ad units specifically designated as expandable, which must include a visible close control
• Containing viruses, spyware, malware, or any executable that downloads without explicit user consent
• Falsifying user interactions, including faked clicks or simulated engagement
• Initiating an SMS, phone call, or charge without clear notification and an intentional user action. Click-to-call and click-to-SMS ads must clearly indicate the action that will follow
• Serving more than one creative per impression purchased
• Running VAST video creative inside a display impression placement

Landing page behavior

The destination matters as much as the creative. Landing pages must:

• Allow normal browser navigation, including the ability to leave the page without a confirmation dialog
• Avoid auto-downloading software or files without explicit user consent
• Serve a real purpose beyond displaying ads. Pages built primarily to host ad inventory are not acceptable destinations
• Match the offer or message in the ad creative. Bait-and-switch destinations are not allowed

Ad and landing page content

Ads and landing pages running through Adduro must not include:

• Adult content, including nudity or depictions of sexual acts. Limited categories such as dating sites, lingerie, or adult products may be permitted on a case-by-case basis when correctly declared and the creative is not overtly sexual
• Graphic or excessive violence, gore, or content depicting harm to people or animals
• Profanity in any language
• Content promoting illegal drugs, controlled substances, or paraphernalia
• Illegal gambling, or gambling content targeted to jurisdictions where the activity is not legal
• Content that encourages harassment, bullying, threats, or that targets individuals or groups
• Discriminatory content based on race, ethnicity, nationality, religion, disability, gender, age, or sexual orientation
• Deceptive or fraudulent claims, including fake software updates, fake virus warnings, or any creative that mimics a system message
• Content that infringes the intellectual property rights of any third party
• Health misinformation, exploitation of public health crises, or creative that capitalizes on disasters, deaths, or other tragic events

Hemp and hemp derivative products

Ads for hemp and hemp derivative products, including foods, beverages, and dietary supplements, are permitted. Ads for hemp derivative products that make health, medical, or therapeutic claims are not permitted. Advertisers are responsible for confirming compliance with all applicable federal and state laws.

Cannabis

Political advertising

United States

Advertisers running political content in the United States must comply with all applicable federal, state, and local laws governing political advertising. This includes verification of the source of the ad, required disclosures, applicable registrations, and recordkeeping obligations. Advertisers will provide records reasonably necessary for Adduro to verify the source of the advertisement or to meet its own legal obligations on request.

Additional requirements may apply to advertising tied to state or local elections and ballot measures in jurisdictions including California, Idaho, Maryland, Nevada, New Jersey, New York, Virginia, and Washington. Advertisers in California must include a click-through to a URL that contains a digital copy of the advertisement, identification of the entity that paid for it, and any other records required by state law.

Every political creative running through Adduro must include a clear “paid for by” disclaimer identifying the entity responsible for the advertising.

Adduro does not accept political advertising for U.S. federal, state, or local elections or ballot measures that originates outside the United States.

Political advertisers must disclose when their creative contains synthetic content that depicts real or realistic-looking people or events in a way that is inauthentic, except where the synthetic content is incidental to the claim being made.

Outside the United States

Adduro accepts political advertising for U.S. federal, state, and local elections and ballot measures only. We do not accept political advertising directed at audiences in any other country, including political advertising that reaches or targets individuals within the European Union under EU Regulation 2024/900 (TTPA).

Standards for supply and inventory partners

Adduro buys inventory directly from publishers and approved supply partners across CTV, streaming audio, and display. Partners providing inventory to Adduro are expected to:

• Accurately represent the inventory being offered, including format, device type, content category, and audience
• Honor user opt-out, consent, and privacy signals across the supply chain
• Correctly designate inventory subject to COPPA or California Business and Professions Code Section 22580 as directed to or frequented by minors
• Avoid serving Adduro creative against content that violates the content standards described in this document
• Provide a working contact for ad quality and inventory quality concerns and respond within a reasonable window
• Disclose any material changes to inventory composition, fraud controls, or measurement methodology

Adduro applies its own validation through Hard Check fraud prevention and direct publisher relationships. Inventory that does not meet our quality bar will be paused or removed.

Inventory directed to children

Where inventory is identified as directed to or frequented by minors, advertisers and supply partners must follow all applicable laws including COPPA in the United States and California Business and Professions Code Section 22580. Behavioral targeting on this inventory is not permitted, and creative content must be appropriate for the audience. Responsibility for compliance sits with the party providing the inventory and the party providing the creative.

Privacy and data use

Advertisers must give consumers clear, comprehensible notice of their data practices and, where required, enhanced notice of behavioral targeting through mechanisms like the DAA AdChoices icon. Advertisers engaged in behavioral targeting must give consumers a working method to opt out and must respect the resulting signal.

Adduro’s own data practices, including the use of named data partners such as Experian, TransUnion, and LiveRamp, and our approach to clean room matching, are described in our Privacy Policy on adduro.io.

Takedown process

If you encounter an ad served through Adduro that you believe violates these guidelines, or if you are an advertiser who finds your creative running against unsuitable content, contact us. We will open an investigation within one business day and make commercially reasonable efforts to remove the ad or the inventory, including, where necessary, working with the responsible advertiser, supply partner, or DSP.

Updates to these guidelines

Adduro maintains the right to update these guidelines as laws, industry standards, and platform policies evolve. The version published at adduro.io is the version that applies. Material changes will be reflected in the “last updated” date at the top of the page.

For questions about these guidelines or how they apply to a specific campaign or inventory source, contact your Adduro account team.