UK Brand Safety Policy

RadiumOne purchases Online Ad inventory on behalf of Advertisers. This inventory is bought via direct integrations with Ad Exchanges and Supply Side platforms using our proprietary DSP (Demand Side Platform) technology. These direct integrations allow for greater control with the Exchange partners.

As Board members of the Internet Advertising Bureau (IAB-UK & IAB-Europe), continued signatory to the Digital Trading Standards Group’s (DTSG) Good Practice Principles ( and an audited subscriber to the OBA’s principles for the European Interactive Digital Advertising Alliance (EDAA), RadiumOne is committed to maintaining brand integrity, data compliance and consumer experience. Our credibility in this is key to maintaining long term relationships with our partners.

RadiumOne will apply reasonable endeavours to minimise the risk of ad misplacement using the following processes.

Appropriate and Inappropriate Schedules

RadiumOne deems sites and content to be inappropriate based on (but not limited to) the following default exclusion* criteria:

  • Adult Content
  • Malware/Adware
  • Violence
  • Illegal Downloads
  • Hate and Racism
  • Illegal Drugs
  • Fraudulent clicks
  • Malicious Websites
  • Peer to Peer File Sharing
  • Weapons
  • Spyware

In order to adhere to the brand safety principles for DTSG, RadiumOne utilises one or more ABC audited Content Verification and Fraud detection companies plus manual lookups and audits. The same process for the creation of domain lists** is repeated with each separate technology provider. The choice of technology is therefore not restricted, and allows for flexibility.

Ad Verification Process

Content Verification tools are used initially to procure domain lists from all delivery activity. These domain categorisations are then used to populate the Domain lists**.

ComscoreVCE is a blocking technology, this is applied as a means of preventing advertisers from being shown on sites that fall into exclusion categories outside of defined domain blacklists. While also using IAS pre bid for the Filtering of impressions based on historical URL Traffic Scope scoring. This is based on simple settings of Low, Medium and High each being retrospective in selection.

Configuration and Use of Tools

  • Default exclusions are applied regardless of schedule – as above*
  • Reporting is used to track and highlight all domains that appear in pre-defined exclusion content categories.
  • Content outside of default exclusion criteria* is blocked at discretion, sensitivity of advertiser or determined by appropriate or inappropriate schedules (e.g. Un-moderated Content, Gambling)
  • New domains outside of the whitelist and blacklist are added to respective lists.
  • Weekly spot checks on VCE reporting is used to manage sites that could potentially change content type (these are blocked and flagged)

Domain Lists**


  • Bidding and serving blacklists, although created retrospectively, are applied as a first line of defence for inappropriate placement via RadiumOne’ bidder.
  • Blacklists are procured from Ad Verification Auditing reports at a domain level. Initially validated by Content Verification and Fraud prevention tools, manual audits are undertaken based on flagged domains.
  • Commercial Blacklisting e.g. inconsistent traffic, poor performing domains and aggregate masked URLs are created using internal data, manual methodology and content verification tools.
  • A global blacklist of all top level domains that have been flagged as inappropriate against our default CV blocks are applied as un-biddable URL’s in our system to all campaigns.
  • Bespoke blacklists from specific advertiser requirements are added as required i.e. specific URL’s, Keywords, Category type. These are used in conjunction to the global blacklist, which is default as standard.


  • As with the blacklists, bespoke whitelisting for specific sensitive advertiser requirements are added as required.

Take Down Policy

In the event of an advertisement appearing in an environment that the client deems inappropriate or unsuitable, will work with the client to take the appropriate steps to remove this ad from the website as soon as possible. The environment or site domain will be added to our blacklist where appropriate, and will automatically be excluded for any and all future campaigns for that client.

The contractual consequences of not taking down an ad in accordance with our Takedown Policy are evaluated on a case by case basis in agreement with the buyer. Contractual elements to this policy are specific to the terms agreed.

Any incident of ad misplacement can be directly addressed with your RadiumOne contact during office hours, or utilising the main RadiumOne UK number +44 207 420 4270. If the incident is outside of normal UK office hours, then please email