The Publisher Policy applies to every publisher, SSP, ad network and supply partner that sends traffic to AdTech Europe or a platform built on its technology. Its principle: quality comes first; it is better to buy less than to buy bad traffic.
Inventory not accepted
- Sites or apps with illegal content, piracy or malware.
- Hate, violence or content involving minors.
- Inventory that misrepresents its domain, app, format or location.
- Sites built only to show ads, with little or no real content.
Traffic quality rules
- No bots, click farms, incentivised clicks or auto-refresh abuse.
- No hidden, stacked or off-screen ads.
- No forced clicks, pop-ups that cannot be closed or misleading placements.
- Bid requests must carry accurate data: domain or bundle, device, IP, user agent and supply chain (schain).
Transparency
Valid ads.txt / app-ads.txt and sellers.json entries, and a complete supply chain object.
Monitoring
Traffic is checked before the bid and after delivery, with in-house fraud detection and third-party tools. Placements that fail are blocked, often automatically.
Payments and deductions
Only valid traffic is paid. Traffic found invalid is not paid and may be deducted from later payouts, with the evidence shared on request.
Enforcement
Blocked placements, paused integration or termination of the partnership. Supply questions: contact@adtech.eu.
Related: How do I become a supply partner? · The AdTech Europe Partner Program