Inventory Quality

Sensitive Attributes

These are qualities of a site or page that advertisers may wish to exclude from an order.

  • Political: Editorial content that is predominantly aimed at furthering the cause of any political party, organized campaign, or informal pressure group.
  • Social media: A website platform primarily intended for independent publication by site users of personal thoughts and links, and interaction among its members.
  • Photo & video sharing: Independent publication by site users of photographs and videos utilizing a tool provided by the site.
  • Forums (moderated): Online forums, comments areas, discussion groups and newsgroups where people exchange ideas about a common interest, where user’s comments are subject to editorial control or moderation by a Site Publisher, or require the user to log in or supply personally identifying information like an email address. Moderation may occur either before or after the user’s contribution is posted.
  • Forums (unmoderated): Sites or parts of sites primarily comprising forums, comment areas, discussion groups and newsgroups not subject to any editorial control or moderation by or on behalf of the Site Publisher, and not requiring any log in or identifying information from the user.
  • Incentivized clicks: Sites or parts of sites containing content such as links, to be clicked on by live users who subsequently receive some reward or incentive.
  • Non-English languages: Sites where a significant portion of the text appears in a language other than English, and the site appears targeted to a non-English-speaking audience.
  • Streaming media: Sites or parts of sites containing streaming music, or embedded videos or flash games.
  • Toolbars, plug-ins or extensions: Ad-supported browser plug-in inventory installed with user consent.
  • Contextual nudity: Non-sexual, non-vulgar nudity that appears as an incidental aspect of the site without being the focus of it.

Intended Audience

This category is used to indicate the age range of the target audience for the content on the site. A site falls into “General audiences” unless it contains content that is specifically targeted toward children, young adults, or the 16+ category. (16+, also called “mature”, does not include so-called “adult” content, i.e. pornography.)

  • Children: A site or part of a site whose content is specifically targeted toward children.  See our COPPA Policy.
  • Young Adults: A site or part of a site whose content is specifically targeted toward young adults.
  • General Audiences: A site or part of a site which has no particular intended audience and whose content is appropriate for all ages.
  • Mature (16+): A site or part of a site whose content is not appropriate for children or young adults under 16.