Brand Safety Policy

Fill.md is committed to keeping every impression safe for brands and respectful for users. Here is what we do today and what we are shipping next.

1. Prohibited Categories

We will never serve ads in these categories. See /prohibited for the full list.

• Adult content / pornography
• Firearms, ammunition, weapons
• Gambling (except regulated jurisdictions with opt-in)
• Tobacco / e-cigarettes
• Illegal drugs / paraphernalia
• Payday lending / predatory finance
• Multi-level marketing / "get rich quick"
• Deepfakes / non-consensual AI content
• Hate speech / incitement

2. Invalid Traffic (IVT) Filtering

Every impression passes through our GIVT (General Invalid Traffic) filter at the edge: 22 known bot User-Agent patterns, data-center IP blocklist (AWS, Azure, GCP, Hetzner, OVH, DigitalOcean), prefetch detection, and per-IP rate limiting (100 impressions/min). High-CTR fraud is flagged and blocked within 24 hours.

3. MRC Viewability

Our SDK enforces the MRC standard: 50% of pixels in view for 1+ continuous seconds (display). Implemented via IntersectionObserver v2 with trackVisibility, with fallback for Safari/Firefox. Non-viewable impressions are not counted or billed.

4. Creative Review

Every new cash-mode creative is reviewed before it can serve. Currently manual review with <24h turnaround. LLM-based auto-classification shipping Week 2 post-launch.

5. Publisher Controls

Advertisers can set allowlists (serve only on these publishers) and blocklists (never serve on these publishers or categories). Publishers can block specific advertiser categories from appearing in their apps.

6. Transparency

• ads.txt — IAB Tech Lab standard
• sellers.json — IAB Tech Lab standard
• Prohibited categories — full list
• Open-source SDK — audit the client code that renders ads
• Monthly transparency reports — IVT rates, category distribution, viewability (shipping Month 2)

Coming Soon

• IAB Content Taxonomy 3.0 auto-classification of every publisher (Week 2)
• GARM suitability ratings (Week 3)
• AdCP protocol compatibility (Q3 2026)

Questions? admin@fill.md