To ensure transparency and fairness, the following rules have and will always apply to everyone without exceptions:
We are able to keep our open source product free by charging large entities a fee for whitelisting services. For the other 90% of our partners, these services are offered free of charge.
Ads must not disrupt the user's natural reading flow. Such ads must be placed on top, side or below the Primary Content. 1
The 'Primary Content' is defined as (based on Mozilla's description of the <main> HTML element): The Primary Content consists of content that is directly related to, or expands upon the central topic of a document or the central functionality of an application. This content should be unique to the document, excluding any content that is repeated across a set of documents such as sidebars, navigation links, copyright information, site logos, and search forms (unless, of course, the document's main function is a search form). ↩
Ads should always be recognizable as ads and distinguishable from all other content (e.g. are not hiding the label, are not misleading users into thinking an ad is part of the primary content). Ads should be clearly marked with the word "advertisement" or its equivalent.
Individual ad-size requirements depend on the placement of the ad:
All ads that are placed above the fold (the portion of the webpage visible in the browser window when the page first loads under the common screen size) must not occupy in total more than 15 percent of the visible portion of the web page. If placed below the fold, ads must not occupy in total more than 25 percent of the visible portion of the webpage.
Text ads designed with excessive use of colors and/or other elements to grab attention are not permitted.
Static image ads may qualify as acceptable, according to an evaluation of their unobtrusiveness based on their integration on the webpage.
For ads in lists and feeds, the general criteria differ depending on:
Ads are permitted in between entries and feeds.
In-feed ads are permitted to take up more space, as long as they are not substantially larger than other elements in the list or feed.
For search ads - ads displayed following a user-initiated search query - the criteria differ depending on:
Search ads are permitted to be larger and take up additional screen space.
Only text ads are allowed. For webpages without any primary content (e.g. error or parking pages), the criteria differ depending on:
No placement limitations.
No size limitations.
Are your ads displayed on alternative screens, or are you convinced that you have an innovative Acceptable Ads format which doesn't fit the ads outlined above? Let us know!
The following types of ads are currently unacceptable, and cannot be considered for inclusion on the whitelist: 1
Except when the user intentionally interacts with the ad (e.g. clicks on the ad to see a video ad playing). ↩