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Website Content Guidelines

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 and our 500+ partners and exchanges.

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

Website Content Policies:


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.

  • Your website must be fully functional. We can't send visitors to a “Coming Soon!” landing page.

  • All navigation links must be fully functional and lead to active pages.

  • All pages must be complete. Having active links to pages that are under construction or blank may be grounds for disapproval.

  • Be sure to proofread your website for spelling or grammatical errors.


Visitors should be able to easily understand your business

We require advertisers to be transparent with their users.

  • The “mission statement” test: While a mission statement is not required, visitors should be able to summarize your site’s purpose through the information available on your landing page (without having to submit personal information).

  • Clear and accurate explanation of your product or service offering

  • Explicit terms of engagement

  • A complete privacy policy

  • An “About Us” section

  • Business contact information


Your website must provide added value

Ask yourself the following:

  • Is the primary content of your website proprietary (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 doesn't?

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


Your website must be able to stand by its claims

All content should be relevant, accurate, informative, and up to date. Any claims should be easily verifiable. If a warranty or guarantee is offered, the terms of the agreement must be clear to your site visitors. We will not promote websites that intentionally misrepresent their business or use any tactic to falsely enhance reputation or misrepresent actual offerings. Possible tactics include:

  • Staged reviews or testimonials

  • Inaccurate claims of certification

  • Fake endorsements

  • Misleading or unclear terms of use


Content should be family safe and age appropriate

Please 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 these on your site:

  • Excessive use of punctuation, fonts, or font formatting

  • Any strategy that interferes with browser functionality

  • Strategies that mimic system functions to trick visitors into completing an action

  • Websites that prompt users to download additional software in order to display website elements

  • 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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