Introduction

The following guidelines and policies (“Publisher Policies”) of Magic Media (“Magic Media FZE”) describe the advertising standards applicable to any person or entity that makes websites, mobile websites, applications, mobile applications, connected television or over-the-top platforms, and/or any other digital properties available to Magic Media for monetization via the Magic Media Services (“Publisher”). Any such websites, mobile websites, applications, mobile applications, connected television or over-the-top platforms, or other digital properties made available by Publisher to Magic Media shall be referred to herein as the “Publisher Properties”.

In order to use the Magic Media services, Publisher agrees to abide by these Publisher Policies. Any violation of these Publisher Policies is subject to enforcement as provided below, in Magic Media ’s sole discretion.

Magic Media reserves the right to update these Publisher Policies at any time. If an update includes material changes, Magic Media shall provide notice of such update via email. By continuing to use the Magic Media Services subsequent to such notice, Publisher agrees to abide by the updated version of these Publisher Policies.

Prohibited Content

Publisher is prohibited from using the Magic Media services if the Publishers Properties feature or promote any of the following content categories:

•  Graphic or explicit violence (IAB25-2 (Extreme Graphic/Explicit Violence));
• Adult, sexual, or obscene content (IAB25-3 (Pornography));
• Discriminating, offensive, or profane material or hate content (IAB25-4 (Profane Content), IAB25-5 (Hate Content));
• Weapons, weapon accessories, or ammunition (IAB26-1 (Illegal Content));
• Illegal drugs or drug paraphernalia (IAB26-1 (Illegal Content));
  Tobacco or tobacco accessories (IAB9-9 (Cigars));
• Spyware, malware, viruses, illegal hacking, or other materials that are intended to damage or render inoperable software or hardware (IAB26-3 (Spyware/Malware));
• P2P file sharing, torrenting, or other content violating or infringing upon any third-party intellectual property rights (IAB26-2 (Warez), IAB26-4 (Copyright Infringement));
• Counterfeit goods (IAB26-4 (Copyright Infringement));
• Illegal products, activities, or services (IAB26-1 (Illegal Content));
• Unmoderated user-generated content (IAB25-1 (Unmoderated UGC)); Including Video chat and unmoderated live streaming;
• Websites and other content that are under construction (IAB25-6 (Under Construction));
  Incentivized clicks, videos, or downloads (IAB25-7 (Incentivized)); Exception:
• Publisher may allow rewarded video advertising, provided that the rewards offered to end-users for viewing the Ads are:

1. designated as a rewarded Ad by Publisher,
2. for the app in which the video Ad is displayed, and
3. virtual (i.e., having no monetary value). Publisher shall assume all responsibility and liability for such rewards.

• Content offering traffic generation or promoting fraudulent traffic (IAB26-1 (Illegal Content));
• Content advocating the superiority of a specific race/ethnic group, national origin, color, religion, sex, sexual orientation, language, status as a veteran, or any other legally protected status (IAB23 (Religion & Spirituality), IAB25-5 (Hate Content));
• Uncategorized content (IAB24 (Uncategorized));
• Alcohol (IAB8-5 (Cocktails/Beer), IAB8-18 (Wine));
• Gambling or online casinos (if there is the ability to cash out in real currency) (IAB9-7 (Card Games));
• Lotteries (IAB3-7 (Government));
• Pharmaceutical or health products and services, including prescription medications (IAB7-5 (Alternative Medicine));
• Abuse support (IAB7-28 (Incest/Abuse Support));
• Substance abuse (IAB7-42 (Substance Abuse));
• Hunting and shooting (IAB17-18 (Hunting/Shooting));
• Virtual private networks (VPNs), proxy servers, or similar services;
• Non-Valuable Content including sites that:(a) Have little to no value content other than ads(b) Display outdated news or blogs(c) Have no evidence of user engagement(d) Are designed for the sole purpose of ad monetization
• Content promoting or containing links that are disparaging to Magic Media or Magic Media ’s partners.

The Publisher Properties must be directly owned, operated, or controlled by Publisher; any exception to the foregoing must be reviewed and approved by Magic Media . Publisher Properties which exist for the sole purpose of gathering Ad impressions are prohibited.

Restricted Content

Subject to Magic Media ‘ sole discretion, Publisher Properties may be allowed to showcase or endorse the subsequent restricted content categories. However, the Publisher must ensure proper controls to ensure that such content aligns with the pertinent laws, rules, and regulations of the served country and jurisdiction:

• Financial services (IAB13-1 (Beginning Investing), IAB13-2 (Credit/Debt & Loans), IAB13-4 (Financial Planning), IAB13-5 (Hedge Fund), IAB13-6 (Insurance), IAB13-7 (Investing), IAB 13-8 (Mutual Funds), IAB13-9 (Options), IAB13-10 (Retirement Planning), IAB 13-11 (Stocks));
• Political campaigning (IAB11-4 (Politics)).

Technical Requirements

Application/Adspace Configuration

Applications and ad-spaces must be configured within SPX and adhere to the subsequent criteria:

• The app and ad-space names must clearly identify the traffic source, Ad placement, and the specified banner size in a straightforward manner, avoiding cryptic terms.
• The app and ad-space details should include a valid URL that directs to the inventory where the Ads are embedded:
• In-App: A legitimate link to the official app store.
• Mobile applications need to be available on recognized app stores. Exceptions (e.g., third-party app stores, pre-installs, regional limitations) require submission and approval by the Magic Media Team.
• Mobile Web: A valid website domain.
• The application’s type and category should accurately correspond to its content.
• Publishers are required to designate Magic Media as an authorized seller of their advertising inventory in the ads.txt file(s) and/or app-ads.txt file(s) associated with the Publisher Properties, following the guidelines provided by the IAB Technology Laboratory. Magic Media retains the right to request updates to these files periodically, and Publishers agree to reasonably comply with such requests.

Transparency

The following requirements relate to the information Publisher must send to Magic Media in each Ad request and provide in the setup within SPX. In general, each Ad traffic source (i.e., website domain or mobile application) must be split by single website/application in SPX. The actual traffic source must match the disclosed traffic source provided within SPX or the Ad request. The requirements differ for in-app traffic and mobile web traffic: 

• In-App Traffic
  • The bundle/application information must be provided in the App Details’ Download URL within SPX. (The bundle must conform to the standard format defined by the relevant app store.)
  • If applicable, the advertising ID and consent should be sent within the Ad request. Fake advertising IDs will be considered fraudulent.

• Mobile Web Traffic
  • The full URL information of the Ad placement/Ad hosting webpage must be provided.

Viewability

To ensure the authenticity of impressions, Ads must be:

• Visible (i.e., not hidden, out of page, stacked, or stuffed); and
• Placed reasonably and oriented correctly within the content, including an acceptable number or density of Ads in relation to the content.

Video

Video ad-spaces must also abide by the additional following requirements:

• Video ad-spaces must be labelled correctly as one of the following types:
  • Instream: Adspace located within a video player with Ads displayed before, during, or after video content.
  • Outstream: Adspace located within content.
  • Interstitial: Full screen ad-space located between two pages of content.
  • Rewarded: User receives a non-monetary reward for viewing a video Ad.
  • Adspace dimensions must match the inventory type (e.g., full screen interstitial).
• Video must be clickable throughout play (except on rewarded ad-spaces).
• On request by Magic Media , a demo and/or test environment of video placements must be provided.

Ad Request Strategy

• If Publisher receives a “Currently no ad available” response, the interval between new Ad requests must be at least 10 seconds.
• Publishers may only request Ads when Publisher Properties are on screen.
• For infinite scroll Publisher Properties, Publisher must insert Ads in soon-to-be visible areas only.

Ad Refresh

• Except for sticky Ads, Publisher must not refresh Ads prior to a change in the content of the Publisher Properties.
• Publisher may only refresh Ads that are viewable.
• Publisher must not allow background traffic (i.e., no Ad refreshes are permitted behind covering elements such as full screen videos).
• The refresh rate (i.e., the time an Ad impression is shown prior to replacement) must be
• at least 30 seconds.
• Video Ad placements should not be automatically refreshed.

Ad Positioning and Appearance

Publisher must not:

• Excessively advertise, stack Ads, or place Ads next to each other;
• Place Ads:
  • Above the fold for 300 x 250 or larger Ads;
  • Below the footer of mobile website Publisher Properties; or
  • In non-interactive areas including, but not limited to, the lock screen and out-of-app spaces;
• Place hidden or invisible Ads;
• Rescale, format, rotate, or modify Ads; or
• Place incentivized Ads, except for rewarded videos as provided in Section 2 above.