Ströer SSP GmbH – Guidelines - RTB-Approval Specs

Introduction

These are our advertisement guidelines for booking in RTB campaigns at Ströer SSP. Compliance with our guidelines is decisive in determining whether and how successfully your advertisements are broadcast. In addition, we can ensure and follow up the quality of your online presence better by using the following parameters.

Ströer SSP attaches very great importance to strict monitoring of campaigns as they build up in order to be able to offer the associated publishers the highest possible standard of quality. It is a mandatory requirement that EVERY campaign on our platform runs through the RTB approval process.

Within our approval process, the functionality, content and compatibility of your advertisements are checked and approved. At the same time, your advertisements are classified and assigned to various categories on the basis of brand. These categories are determining for the blacklisting and whitelisting of our publishers. The approval process is partly carried out manually and provided with optimum support by our ad verification partners. By following our guidelines, you can make sure that everything runs smoothly and prevent your campaigns from being rejected.

Contents

1. Contents permitted to a limited extent: Blacklist categories

Campaigns are always allocated to a category on the basis of their brand. The category determines whether an advertisement is placed on the blacklist or the whitelist and thus affects the advertisement's play rate. Blacklisted brands are only played on a fragment of the stock available.

Certain categories are automatically assigned to a specified default blacklist or whitelist by the system, in order to make it easier for publishers to accept campaigns automatically. All categories with potentially questionable content are blacklist categories:

·         Pharmaceutical products & medicines

·         Dating/flings/extramarital affairs

·         Erotica

·         FSK18 games

·         Gambling/poker/betting

·         Ringtones/downloads

·         Religion

·         Rotation (unchecked)

·         Lingerie shopping

·         Special forms of advertising

·         Tobacco products

·         Get-rich-quick schemes

The approval process does not reject advertisements in this category on principle, but only isolated publishers accept campaigns from these categories.

2. Categories restricted individually according to brand

These categories are not placed automatically on the blacklist. However, they are placed on the blacklist depending on brand and thus excluded individually:

2.1 Alcohol, beer, wine:

for all drinks containing alcohol, from age 16

2.2 Alcohol, Spirits:

for all alcoholic Drinks, from age 18

2.3 Entertainment (Music, film TV):

Films - FSK18 movies are placed on the blacklist individually

2.4 Lotteries:

only for state lotteries which are contained in the following list: https://innen.hessen.de/sites/default/files/media/hmdis/white_list.pdf

2.5 Dating Services:

Only for serious, known service providers, e.g. eDarling, Elitepartner. Possibly dubious advertisers are assigned to the category 'Dating/flings/extramarital affairs'

2.6 Rotation (checked):

Customer list must be provided by agency and regularly updated – whitelist

2.7 Rotation (unchecked):

No customer list available – blacklist

2.8 Gaming:

Distinction between FSK 16 and FSK 18 games

2.9 Sports betting:

Assignment of some defined suppliers to the category of Sports betting (e.g. Oddset, bet-at-home, Mybet)

2.10 Diets, checked:

For serious dieting service providers such as WeightWatchers

3. Prohibited Contents

Advertisements with the following contents are rejected in general and are thus not broadcast:

3.1 Pornography:

Any content that seems pornographic, sex toys, night-time scenes, sexually indecent content. In general, intimate and breast areas (women) must be completely covered 

3.2 Violence:

Weapons of all types; knives, firearms incl. accessories, batons, clubs, etc., representations of violence of any type

content which glorifies violence or war, pornographic or seditious content, content which is contemptuous of human life

the symbols or badges of anti-constitutional organisations

3.3 Extremist organisations:

Right-wing radicalism, extremism, politically radical groups, etc.

3.4 Sensitive religious Content:

Extremist associations, relevant religious groups, etc.

3.5 Improper Contents:

Fraudulent advertisements, forgeries (brands, documents, etc.), ad fraud, deceptions, malware, hacking, illegal contents, dubious business practices, Trojans, malware, viruses and similar, etc.

3.6 Undesirable Contents:

Racism, hatred, intolerance, other illegal content

3.7 Dangerous Contents:

Drugs, weapons of any type, explosive, instructions for the manufacture of dangerous tools and devices

4. Technical Content requirements

1. Landing page legal Information: The landing page legal information must be provided and clearly recognisable

2. Autoplay: Playing autosound if the user has not clicked on it is not allowed and is generally rejected.

3. Actual landing page corresponds to transmitted landing page: The specified landing page must be the same as the actual landing page

4. Advertising Formats: see 5.

5. Misrepresentation: Adfraud (ActiveX, viruses, pop-up windows to end a process, spyware, malware)

5. Programmatically available advertising formats

5.1 Requirements for image adverts

5.1.1 Delivery instruction

Client and campaign name

Period of campaign

Destination URL

Information on motif scatter (frequency cap, etc.)

Positioning

If applic., URL of view pixel

Your contact Partner

5.2 Requirements for video ads

With the help of Ströer SSP thresholds video, campaigns with a bad play rate will be throttled automatically – which might bring your campaign to a complete stop.

The play rate in a programmatic ecosystem is the ratio that calculates the number of plays your video ad receives divided by its RTB impressions won on auction.

Please ensure video creatives comply with the following requirements:

Use VAST 3.0 Tags

Respect vPAID compatibility disclosed on bid request (matching ‘api’)

Respond with adequate video file: MP4 format is mandatory. Additional
optional formats: FLV, MOV, WEBM, MPEG (RTB Bid Responses Need

- to match the Bid Request shown in the ‘mimes’)

Video resolution must match 1024x576 AND 640x320 at least

Do not exceed spot length of 30s max

Use bitrate of 800 bps max

Limit wrapper level to 2

Read more about Ströer video specifications: http://www.stroeer.de/digitale-werbung/kreation/spezifikationen.html

5.3 Formats, programmatically available advertising formats

5.3.1 Display

·         Superbanner (728x90, 468x60)

·         Medium Rectangle(300x250)

·         (Wide-)Skyscraper (120x600, 160x600, 200x600)

·         Halfpage ad (300x600)

·         Billboard (770x250, 800x250, 970x250)

·         MaxiAd (640x480)

·         PopUnder (variable, max. 1024x800)

5.3.2 Mobile

·         Banner 6:1 (320x50)

·         Banner 4:1 (320x100)

·         Banner 2:1 (320x150)

·         Mobile Rectangle (300x250)

·         Interstitial (InApp) (320x480)

·         Interstitial (MEW) (320x480)

5.3.3 Video

·         PreRoll (variable size)

·         Outstream (variable size)

6. Personalised Advertising

Data protection: If the Advertiser collects, edits or utilises ("makes use of") personal data within the framework of the services offered, this must be done within the scope of the relevant German and European data protection legislation. Moreover, the Advertiser is obliged also to ensure this for any third-party users or service-providers

7. Data collection and use

from Ströer SSP Terms & Conditions: Data Protection and Targeting http://www.stroeer.de/fileadmin/de/Konvergenz_und_Konzepte/Daten_und_Technologien/Stroeer_SSP/Downloads/AGB.pdf

7.1 The Publisher must operate its website in such a way that the targeting technology used in the way permitted is not blocked, especially the placing and reading of the cookies used.

7.2 The Publisher must inform the user of its website about the use of cookies, in accordance with the provisions of the law, and if necessary obtain the necessary permissions.

7.3 The Publisher may not combine the cookies used by the targeting technology with personal information about the users of the Publisher's website or the bearer of the pseudonym in question.

7.4 The anonymous information obtained and stored as part of the targeting technology used by the Advertiser is solely for the use of the Advertiser.

8. Editorial requirements

In the interests of our publishers and advertisers, we wish to ensure that advertising is factually correct, serious and unambiguous. This standard is to be maintained at all times, and the following points should therefore be noted:

·         Advertising with unambiguous content (brand, i.e. advertiser to be instantly obvious)

·         Quality and standard of advertisement (we assign "trash" to the blacklist categories)

·         Aesthetics (adverts with repellent representations are rejected)

·         Image quality of display and video ads (please note the requirements for video ads in 5.2)

9. Rights guarantee

Before taking part in real-time bidding by submitting its bid response, the Advertiser guarantees that the advertising content does not violate any valid laws in the platform's distribution area, especially Germany and the European Community, and that the Advertiser has free right of disposal to the extent necessary for the fulfilment of this contract of all rights to the advert, especially ancillary copyright, trademark rights, copyrights and/or personality rights and that there are no rights of third parties contrary to these.

10. Agencies: Top AOGF - known agencies

Agencies must be generally known in order to be allowed to run without restriction on our stock. Agencies which are transmitted encoded in the bid response and are not mapped by us using an agreed list are classified as "Other Agencies", which means that these campaigns are only broadcast on a fragment of the existing stock. The Account Manager responsible for you will be happy to answer any questions you may have about this.

11. Contact

If you have any questions about these Guidelines or the RTB Approval Process at Ströer SSP, please contact rtb-approval@storeer-ssp.de