Table of Contents
- First Step of the Approval Process
- URLs and Creative’s Evaluation
- Final Remarks
In this post we want to put the spotlight on the approval process in Voluum DSP. You’ll find out about our approval steps and what campaign elements are reviewed by our moderation team. We will share some tips that should help you pass through most Ad Exchanges’ requirements.
First Step of the Approval Process
The Moderation Team evaluates every ad element of the campaign. These elements (Landing and Offer page, Brand domain, Main image, Icon image, Headline, Branding text, and Brand Name) are checked in accordance with our Policy and Guidelines from our Partners. We need to make sure that the approved campaigns follow the compliance rules of the selected Ad Exchanges. The review usually takes up to 60 minutes. However, in some cases, this could take longer, due to consultations with the second line compliance specialists, or directly with an Ad Exchange.
Alongside manual reviews, malware scanning simultaneously takes place. This will be explained in a different article.
Patience Pays Off. Which Ad Exchanges Require Additional Pre-Approval and Why?
Some Ad Exchanges require additional pre-approval for most of the campaign verticals before accepting them by our moderation team. And yeah – it takes more time because campaigns are sent for external review. Currently, this is part of the process with: EngageYa, MGID Pre-approval, and Mopub.
Such “pre-approvals” are often arranged before we start cooperating with an Ad Exchange. This is to ensure that the quality of approved campaigns meets publisher expectations helping to avoid potential misunderstandings. There is a great chance that the content which went through such an approval process will not be reported later on; more importantly, it will not get rejected if, for example, you have already spent money to test creatives, landers and offers to get to know which perform best.
My Campaign was Running but Got Rejected After Some Time
Your campaign may go through an external review process, as our partners verify campaigns accepted on their traffic from time to time to ensure that their requirements are upheld. In the worst case scenario, Ad Exchanges may stop sending traffic or directly ask us to reject certain content. This can happen at any time – however, in such situations, we do our best to give feedback on how to fix the problematic elements of the campaign, or we recommend an alternative source.
How Do I Check My Rejection Reason?
If the entire campaign was not approved by the Moderation Team, you will see the red status “Rejected” in Campaigns tab (in Voluum panel). To check a rejection reason, please hover over the question mark next to the status “Rejected”. Make sure you have ‘Status’ column enabled.
You can also mark the campaign and click Edit to see the rejection reason in campaign details.
Your campaign in the approval process may also be:
Pending – The campaign is waiting for the approval
Approved – at least one ad got fully approved, or all campaign elements have been accepted
URLs and Creative’s Evaluation
Landing and Offer Pages – Transparency and Consistency Matter
Landers and offers have to be related to each other and describe the same topic. If this requirement is not met, the campaign is rejected. When it comes to the landing page itself, there are various elements that are evaluated. It depends on Voluum DSP’s policy and the Ad Exchange’s detailed requirements. We created some general compliance tips available here.
Ideally, both the landing page and the offer page don’t contain non-clickable and fake social media icons and comments (especially if these lead to the offer page). The website shouldn’t use trademarks, service marks or any other form of intellectual property, including a person’s name, image or likeness, without adequate, clear consent. All hyperlinks on the website should work properly and redirect to appropriate pages.
The content on the websites shouldn’t be shocking, provoking, sexually suggestive or include controversial information related to religion, politics and other sensitive topics.
This element is always required while creating a campaign in Voluum DSP. Generally, we strongly recommend using brand domains that work properly and are relevant to the offer. Ideally, offer content as well as brand domain are associated (consistent). It may happen that the campaign is rejected because of an error present on the brand domain or due to content irrelevance (in connection with the offer page). Furthermore, the campaign may be rejected as some of our publishers do not accept parked domain, SERPs or because of a prohibited domain.
“Creative” – What Does it Even Mean?
In fact creatives consist of a few elements that are treated as a whole. The widget determines which elements will be shown, but, pictured below is the most popular result:
This is what catches the attention of an internet user, so it has to be unique and stand out from the rest of the content on the website. So you should pick something that will be intriguing and interesting! But you also have to be careful. Please avoid too provoking, shocking, controversial and disgusting images. Sexually suggestive content will likely be rejected, so it’s better to avoid pictures with the impression of nudity, too much cleavage, short skirts, women pictured from behind, and sexually suggestive poses. A best practice is using good quality, high resolution pictures. This also lowers the possibility of the image being rejected.
Icon Image – a Small Cog in a Large Wheel
For some Ad Exchanges, it’s mandatory to use a logo as an icon image. We strongly recommend using a logo/symbol or other design adopted by an organization to identify advertised products.
Headline & Brand Name
Keep it short and make the user curious about the topic. There are many elements on the website, so the user should be able to read the headline very quickly before something else catches their attention.
You can also use numbers! These will definitely make your assertions more realistic and easier to imagine for the reader. But remember, don’t overdo it. Headlines should contain realistic claims. If it seems to be “too good to be true” and too promising, it may get rejected because of Ad Exchange’s policy and requirements.
When you already have the headline you want, remember to check the grammar once again! The headline should meet the requirements that are expected in certain countries – which includes proper grammar and appropriate capitalization. It’s better to avoid excessive capitalization and punctuation. Some Ad Exchanges don’t accept emojis, so maybe it’s better to reconsider using them.
You can also check our blog article with proven tips for writing catchy headlines that will describe this topic more precisely.
Rejected Ad Elements
It is possible that some creatives within your campaign were not accepted due to the aforementioned reasons. In order to check if some creatives were rejected, please go to your panel, choose the campaign you want to check, click on ‘EDIT’ and then go to the ‘CREATIVES’ tab. On the list of the uploaded creatives, you will see an applicable mark next to each creative:
- the green tick for the accepted ones;
- the red icon for the rejected ones;
- the yellow icon for the ones which are pending for approval.
To check the rejection reason, please hover over the red mark next to the Creative.
These are the crucial elements of campaign approval in Voluum DSP. To sum up, here are two links worth visiting when creating your campaign: Information per Native Ad Exchange and Review Process. The first provides basic compliance information and the second explains rejection reasons you may encounter after the approval process. Visiting them and applying our suggestions will save time and minimize the risk of ad denial in the future.
Now you know what stands behind the approval process –you’re one step closer to reaching your campaign goals. Don’t waste any more time, sign up to Voluum DSP.