Brand Safety

RadiumOne UK Brand Safety Policy

RadiumOne (UK) Limited (a wholly owned subsidiary of RhythmOne plc) (“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:

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**.

We use 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

Domain Lists**



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



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