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Guidelines for Your Website

Our goal is to help your business grow, and we welcome advertisers of all sizes. Here are the guidelines for your website to comply with AdRoll as well as our 500+ partners and exchanges.

In addition to our general website content policies below, we have additional guidelines by business type.

Your Website Must Be Fully Functional

While we require a complete website, if your site is new or under construction, you can still place your AdRoll Pixel, and then start your campaigns when your website is complete.

Avoid the following:

image1.png A “Coming Soon!” landing page – active links to pages that are under construction or blank may be grounds for disapproval.

image1.png Navigation links that are broken or lead to inactive pages


Your Website's Purpose Must Be Clear

We require advertisers to be transparent with their users.

Try the “mission statement” test: visitors should be able to summarize your site’s purpose through the information available on your landing page (without having to submit personal information).

You must have:

check.png A clear and accurate explanation of your product or service offering

check.png Explicit terms of engagement

check.png A complete privacy policy

check.png An “About Us” section

check.png Business contact information


Your Website Must Provide Added Value

Ask yourself:

  • Is the primary content of your website owned by you? This includes sponsored content featured on your website. See Ad Publishers for more information.

  • If your website aggregates content from third parties, does it provide additional value that the original content provider does not?

  • Does your website clearly communicate that value to your visitor?


Your Website Can't Contain Misleading or False Content

At AdRoll Group, we strive to contribute to a positive, open, and authentic online experience for users and advertisers alike. Websites and ads must not contain deceptive claims or misleading information about products, services, or offers.

Examples include but aren’t limited to the following:

image1.png “Get rich quick” financial and multi-level marketing programs

image1.png Diet and fitness promotions claiming to expedite weight loss or increase muscle mass

image1.png Medical products and health supplements promising expedited results

image1.png Conspiracy theories that exploit controversial topics for commercial purposes

image1.png Ads intended to mimic system functionality or dialogue to entice users to users to click the advertisement

image1.png False affiliation, awards, or endorsements

image1.png Counterfeit products, documents, degrees, government passports, and immigration papers


Content Must Be Family-Safe and Age-Appropriate

Make sure that your site is appropriate for all ages. It can't contain nudity, adult products, mature concepts, violent themes, or vulgar language.


Spam is Prohibited

Spam tactics distract your visitors without providing value.

Avoid the following:

image1.png Excessive use of punctuation, fonts, or font formatting

image1.png Any strategy that interferes with browser functionality

image1.png Strategies that mimic system functions to trick visitors into completing an action

image1.png Websites that prompt users to download additional software in order to display website elements

image1.png The use of spyware or malware 

Malware is Prohibited

AdRoll does not condone the use of Malware. Any content which is deemed malicious or tries to bypass the ad review process is not eligible to run with AdRoll.

Malware is considered to be any type of software in which the purpose is designed to harm, infiltrate, or damage a computer. Malware may access sensitive information from a computer without receiving consent to do so. Types of malware can include a virus, worm, spyware, adware, or trojan. Additionally, cryptocurrency mining using browser CPU from unsuspecting website visitors is prohibited.

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