Yahoo Exchange Policies

Yahoo is committed to ensuring that its exchange platforms provide quality inventory for its buyers. To meet this commitment, Yahoo vets inventory from its exchange platforms, implements proprietary and third-party technologies that are designed to minimize fraudulent activity, and provides an anti-fraud program as further described below.

Supply verification

Yahoo manually audits and approves new publishers (including direct publishers and networks), applications, and sites before allowing them to be integrated into our exchange platforms.

Supply filtering

Yahoo uses a combination of proprietary and third-party anti-fraud solutions that are designed to detect Sophisticated Invalid Traffic (SIVT) and General Invalid Traffic (GIVT) across our platforms.

Our solutions cover all ad formats across desktop and mobile web, as well as mobile in-app. Currently, we do not filter CTV supply, but expect to do so in 2019.

We evaluate all inbound requests and apply pre-bid filtering on non-human traffic, bots and spiders, known fraudulent URLs, and known pirated apps.

We also analyze post-serve impression and click data to identify fraudulent behavior and utilize this data to enhance our pre-bid filtering.

Masked domains

Yahoo does not send bid requests for masked domains that are not associated with the end publisher site destination.

Seller blocking policy

Yahoo has a policy for policing publishers on our exchange platforms. In our discretion, we may terminate our relationship with a publisher if they violate the terms of our agreement.

Anti-fraud program

Yahoo offers DSPs an anti-fraud program using our proprietary invalid traffic technology, TalonPro, and any MRC-accredited vendor as benchmarks. Buyers should work with their DSPs to determine eligibility and process for claiming any refund under the anti-fraud program.

Ads.txt

Yahoo supports the use of ads.txt.

We require our exchange platforms to be listed in ads.txt file where a file is present.

Where no file is present, we mark the supply as uncategorized and DSPs are given the option to target or block the supply.

Where supply is unauthorized, the Yahoo Video Exchange blocks supply for all buyers, while the Yahoo Exchange allows DSPs to make the determination.

Prohibited Content

Publishers are prohibited from providing the following Content (or links to Content) in our marketplace. Yahoo requires a publisher to ensure that its inventory does not contain any material in the following categories:

• Sexual Content
• Misleading Content
• Offensive Content
• Weapons and Violence
• Banned Substances
• Copyright Protection
• Illicit Content
• Viruses/Spyware/Malware
• Adware
• Bulk Marketing/Spam Marketing
• Collection of Personally Identifiable Information
• Embargoed or Sanctioned Products/Services
• Family Planning
• Financial Content
• Gambling
• Uncontrolled or Un-moderated User Generated Content

More information about our onboarding policies and our publisher requirements can be found at the following link: Publisher Policy.