Our Pledge To Advertisers And Clients
Our staff operate within the Press Council Code of Practice. We never produce content that funds terrorism, promotes illegal downloads or adult content. We are a publisher that covers all types of news and appreciates that advertisers have varying levels of brand sensitivity to hard news. We will always endeavour to protect against ad misplacement when notified of specific requirements.
Brand Safety Measures For Campaigns Served Onsite
(MailOnline / EVOKE / Extra.ie / Rollercoaster.ie / OneFabDay.com)
Channel Targeting
We can target away from channels which are more likely to have brand sensitive news stories. For many advertisers, on request, we can target ads away from the news channel.
Channel Blocks
Some channels that are deemed sensitive to advertisers have been switched off for ad calls, e.g. all advertising is blocked from https://www.dailymail.co.uk/columnists/index
Contextual Categories – Semantic Natural Language processing filters
We use AdmantX (IAS), a third party contextual tool that allows us to scan all articles for categories, topics, keywords and sentiment. We have IAS_Safe enabled by default to protect against ad misplacement and brand safety issues.
IAS_Safe includes all topics and all feelings, and ensures any negative sentiment article in the following list of categories is blocked from campaigns:
We can also customise our brand safety contextual filter to specific clients brand suitability requirements.
Based on receiving a bespoke requirement, whether a category/topic or keywords, we will work to create a new segment for that client and campaign.
Article ID exclusions
Sometimes a specific article may cause brand sensitivity issues. We can easily manually
exclude an article away from a campaign by using the article ID.
Removal of Article & Video Ad call
Article & Video content can be categorised non brand safe at source, when published by our editorial team, and content deemed inappropriate will have the ad call switched off across all platforms.
Serve Close up script
Should the above systems not work or any other technical problems we can also serve
close up scripts on site to individual ad slots to prevent an ad from serving on any specific page.
Comments (UGC):MailOnline
Articles have comments moderated, unmoderated or switched off based on the content of the news story.
Any comment can be moderated after being posted if flagged as inappropriate.
Our automated protections are run through a system called automat.
Certain banned words will stop a comment appearing on the site automatically and if words are contentious they go into an admin system to reviewed by our team and blocked if necessary. There is a short time until the comment is removed depending on cache times.
We can ban people from commenting if they consistently troll people and there is also a spam filter called Akismet to detect spam comments.
Brand Safety Measures For Campaigns Served Offsite
When we buy off-site inventory on behalf of our clients, we operate to the very highest standards to ensure their advertising is only seen in appropriate contexts. This includes:
Integral AD Science
IAS is applied across open marketplace campaigns to ensure impressions are not served on contentious content. We apply blocking tags unless otherwise agreed.
Exclusion Lists
We keep an exclusion lists of sites that we will not run inventory across.
Authorised Sellers
Where possible within our buying platforms, we only buy from publishers who are authorised digital sellers or ads.txt approved, to ensure we do not buy impressions from counterfeit/illicit sites.