Jounce Marketplace Quality Standards
Jounce labels every programmatic supply chain to help media buyers, ad tech platforms, and publishers drive toward improved marketplace quality and efficiency. You can find documentation on our full framework here.
Jounce’s “high risk” label applies to supply chains with a documented history of violating industry compliance standards. Because each ad tech platform maintains its own marketplace quality policies, there is no uniform set of compliance standards. This document contains the most commonly adopted standards and reflects the factors that we assess when classifying certain supply chains as high risk.
Non-Compliant Content
Across web, mobile app, and CTV supply, the following types of content are widely prohibited by major advertising technology platforms:
| Content Category | Description |
| Illicit Sexual Material | Illegal content under US law that contains sexually explicit content about minors or non-consenting adults |
| Pornography | Legal content under US law that contains sexually explicit content |
| Extreme Speech | Content that contains hate speech, depicts violence, or calls for violent or illegal acts |
| Piracy | Content that is sourced without permission in violation of US copyright law |
| Spam | Sites and apps that contain malicious code, dark patterns, phishish attempts, or other techniques designed to harm or exploit consumers |
Non-Compliant Auctions
Further, most major advertising technology platforms prohibit the following auction behaviors:
| Auction Category | Description |
| Spoofing | Bid requests that misrepresent the available site or app |
| Unauthorized Requests | Bid requests that do not have proper ads.txt or app-ads.txt authorization |
| Non-Transparent Auctions | Bid requests that do not provide transparent information about the chain of payment |
Out Of Scope
Our “high risk” label only applies to supply chains that violate the most widely adopted marketplace quality standards. This does not include inventory that many buyers may choose to avoid. Our high risk classifications do not consider:
- Brand safety and suitability, including drugs and alcohol, firearms and weapons, gambling, sensitive social issues, and other commonly-blocked content categories
- User generated content
- Misinformation and disinformation
We encourage media buyers, ad tech platforms, and publishers to work with other vendors that specialize in these out-of-scope categories.
For Reference: Ad Tech Marketplace Quality Standards
This document is based on publicly available marketplace quality standards from the following advertising technology platforms:
- Google:
- The Trade Desk: Inventory Policies
- Amazon: Amazon DSP inventory policies
- Criteo: Criteo Supply Partner Guidelines
- Yahoo: Inventory Quality
- Magnite: Inventory Quality Guidelines
- PubMatic: Supply Policy
- OpenX: OpenX Ad Exchange Supply Policy