To Consumers, Brands, Agencies, Ad-Networks and Publishers
AdSafe is committed to improving the safety, efficiency and effectiveness of the online advertising ecosystem with the goal of growing the size and strategic importance of the entire industry. To that end, AdSafe respects the role and value each member of the industry provides and believes it is essential to preserve the livelihoods of Brands, Agencies, Ad-Networks and Publishes alike. AdSafe respects the existing individual relationships between constituents in the ecosystem and will never maliciously compromise relationships between partners. AdSafe believes that through a standardized and impartial industry certification platform with supporting rating enforcement technology, the online advertising industry will be elevated to the primary marketing communications channel.
To each of our specific constituents, the following Principles and Commitments guide all strategies and practices:
Consumers:
Never set cookies to consumers' browsers
Never use any consumer data tracking technology
Brands:
Always ensure with a high degree of confidence that partner Brands' advertising is only displayed in environments consistent with Insertion Order Terms & Conditions
Always provide ad-serving latency less than 1/10 of a second
Always provide maximum media reach and efficiency within brand placement guidelines
Never share any information relevant to Brands' campaigns
Ad-Networks:
Never share Network specific information
Provide an industry firewall between constituents to protect all proprietary information such as site lists and instances of bad placements
Always help Ad-Networks to best comply with the Term & Conditions set forth in Brand's Insertion Orders
Agencies:
Never share any Publisher or Ad-network specific information with any Brand without the express written consent of the Agency
Never share information regarding the number of impression opportunities returned to source of origination.
Publishers:
Always principally use machine learning to score sites across all categories
Occasionally use Human Page Scorers to verify the accuracy of AdSafe's machine learning Rating algorithm
Willingly re-review site ratings with human page scorers if a Publisher believes their site content has been improperly rated
Always obey robots.txt instructions but be advised that if we receive "do not crawl" instructions from a publisher site, it will be inaccessible by our Brand and Agency clients.
