Your use of any services (“Services”) provided by MediaMath, Inc. (“MediaMath”, “we”, “us”) is subject to the following policies (“Policies”). We reserve the right to change or modify any portion of these Policies at any time without notice. Please periodically visit this page to review the current Policies so you are aware of any revisions to which you are bound.


General Requirements

  1. Your use of the Services must comply with all applicable laws, regulations, and self-regulatory group guidelines, including but not limited to, the Network Advertising Initiative (“NAI”) 2015 Code of Conduct, the NAI 2015 Mobile Code of Conduct, the Digital Advertising Alliance (“DAA”)’s Self-Regulatory Principles for Online Behavioral Advertising and Application of Self-Regulatory Principles to the Mobile Environment (“DAA Principles”), the DAA’s Application of the Self-Regulatory Principles of Transparency and Control to Data Used Across Devices, the Interactive Advertising Bureau (“IAB”) Europe EU Framework for Online Behavioral Advertising, the Australian Digital Advertising Alliance’s (“ADAA”) Best Practice Guideline for Online Behavioural Advertising, and the Asia-Pacific Economic Cooperation (“APEC”) Privacy Framework, regardless of your membership status with any of these organizations.
  1. Your use of the Services must comply with all applicable requirements and guidelines provided by the exchanges or media supply sources from which you purchase media inventory through the Services. For examples of such polices, please visit the Knowledge Base.


MediaMath Creative Policy

The following categories of Creative are prohibited when using the Services. “Creative” refers to ad units, landing pages, or any other content related to or used in connection with the serving of ads using the Services.

Category Description and Examples
Ad Fraud Creative associated with any activity designed to sell advertising under fraudulent pretenses, including but not limited to non-human traffic, tag hijacking, hidden ads, domain spoofing, cookie stuffing, generating fake impressions or clicks, misrepresenting advertiser characteristics (such as the landing page URL, advertiser vertical, etc.), reselling of ads under false pretenses, (e.g., misrepresenting the publisher or the type of ad unit), etc.
Auto-audio Creative that automatically initiates audio without the user’s explicit engagement or action
Auto-downloads Creative that contains, or provides access to any files that execute or download software without intentional user interaction. Clicking on an ad must also not initiate a download of any type of file.
Auto-redirects Creative that automatically redirects a user to other sites or applications, without the user’s explicit engagement or action.
Deceptive or Misleading Creative that attempts to trick or deceive a user into taking some action (e.g., “click bait” Creative, Creative that resemble user interface elements, Creative that displays fake errors or warnings, such as warnings about viruses, missing codecs, or corrupt disks, etc.) or markets false or unrealistic promises such as extreme weight loss, anti-aging, etc.
Defamation Creative that depicts, contains, or provides access to material that is damaging to the reputation of another.
Delayed Load Creative consistently taking more than two seconds to initiate the user ad experience.
Government Forms or Services Creative that depicts, contains, or provides access to offers that charge for government forms or services that are available for a lesser charge or free from the government.
Hate Speech Creative that depicts, contains, or provides access to content that incites violence or prejudicial action towards a protected individual or group; or content that disparages or intimidates a protected individual or group.
Illegal Creative that is, or that MediaMath reasonably believes is, likely to be in violation of any applicable law, regulation or court order.
Illegal Drugs Creative featuring or promoting the sale of illegal drugs, pharmaceuticals, or drug paraphernalia. As marijuana remains illegal under United States federal law, this Creative Policy prohibits creative featuring or promoting the sale of marijuana even in those states where marijuana use is permitted under state law.
Implied Knowledge Creative that implies knowledge of personally identifiable information or any of the following sensitive characteristics about the user to whom the Ad was targeted:

  • Adult activities (including alcohol, gambling, adult dating, etc.)
  • Commission or alleged commission of any crime
  • Divorce or marital separation
  • Health or medical information
  • Negative financial status or situation
  • Political affiliation (other than the public registration information of United States voters)
  • Precise location of the user at that moment or at any time in the past
  • Racial or ethnic information
  • Religion or religious belief
  • Sexual behavior or orientation
  • Status as a child (“Child) under the age defined in that jurisdiction. For example, in the US, Children are defined by COPPA as those under the age of 13.
  • Trade union membership or affiliation

For example, an Ad may not state “Explore your Jewish heritage” because this implies knowledge of the user’s religion. An Ad stating “Learn about Judaism” would be allowed. Similarly, an Ad for coffee may be delivered when a consumer is near a coffee shop, but the Ad may not state “Coffee is just a few steps away” because this implies knowledge of the user’s precise location at that moment.

Interferes with User Navigation Creative that disrupts the user’s ability to navigate their experience, e.g., by preventing a user from leaving a page by opening modal dialogs or pop-up windows.
Interferes with Another Party’s Content Creative that obscures, replaces, or modifies another party’s ads or content.
Invalid or Improper Classification Creative that is improperly classified with respect to its characteristics, including:

  • Improper classification of Creative that cycles through multiple advertisers
  • Improper classification of Creative running in-banner video (i.e., video ads running within standard display units)
  • Improper classification of a Creative’s landing page URL
  • Improper classification of Creative that auto-plays (i.e., Creative that initiates video play without the user’s explicit engagement or action)
  • Improper classification of Creative action, such as expandable or pop-up action
  • Improper classification of Creative descriptors, such as the advertiser vertical, language, etc.
Lost Video Impression Opportunities Video creatives where an auction is won but the impression does not serve / creative does not load (e.g., because the VAST is blank or the ad server opts out after winning the impression).
Malware Creative that contains, installs, links to, or prompts the download of any malware, Trojan horse, virus, or any other malicious code.
Morally Reprehensible Creative that MediaMath reasonably deems to be morally reprehensible or patently offensive, and without redeeming social value.
Phishing Creative designed to obtain information from a user under false pretenses (e.g., attempting to extract financial information by posing as a legitimate company, etc.).
Piracy Creative that MediaMath reasonably believes (a) contains content that does, or is likely to, infringe or misappropriate a copyright, trademark, trade secret, or patent of a third party or (b) promotes or induces infringement or misappropriation of a copyright, trademark, trade secret, or patent of a third party.
Pornography Creative that depicts, contains or provides access to pornography, nudity, obscenity, and other adult or risqué material.
Reselling Creative involved in any transaction in which the buyer of an impression triggers a subsequent external auction or creative where the original restrictions and constraints of the seller/publisher are not respected (e.g., buying a display creative and reselling as video creative).
Violence Creative that depicts, contains, or provides access to violent content or content that glorifies human suffering, death, self-harm, violence against animals, or contains graphic or violent images.
Weapons Creative that features the sale of, or instructions to create, bombs, guns, firearms, ammunition or other weapons.

The following categories of Creative are restricted when using the Services:

Downloads Where Creative links directly or indirectly to a site that contain software, the software must:

  • Not contain malware;
  • Provide the user with clear and conspicuous notice about all material functionality;
  • Obtain informed consent from the user prior to download or installation;
  • Provide an easy-to-use uninstall to the user; and
  • Allow the user to maintain control over his or her computing environment.

MediaMath Pixeling Policy

The following policies apply to your placement of MediaMath pixels on digital properties, including on Web sites, in emails, and in mobile applications (“Digital Properties”).

General Requirements 1. You may place MediaMath pixels only on those Digital Properties for which you have the necessary rights and authorizations to do so.

2. Where data is collected by a third party from your Digital Properties for Interest-Based Advertising (“IBA”), Cross-App Advertising (“CAA”), or Retargeting (“Retargeting”), you must provide notice of this data collection and the choices available to users. IBA refers to the collection of data across web domains owned and operated by different entities for the purpose of delivering Ads based on preferences or interests known or inferred from the data collected. CAA refers to the collection of data through applications owned or operated by different entities on a particular device for the purpose of delivering Ads based on preferences or interests known or inferred from the data collected. Retargeting is the practice of collecting data about a user’s activity on one Digital Property for the purpose of delivering an ad based on that data on a different, unaffiliated Digital Property.

3. Consistent with the DAA Principles, you may not place MediaMath pixels in toolbars or other locations such that data may be collected from all or substantially all URLs traversed by a web browser across Web sites or all or substantially all applications on a device for IBA, CAA, or Retargeting without MediaMath’s prior review and approval of your consent mechanism. Clients interested in having MediaMath review such a mechanism should reach out to their MediaMath account manager.

Children MediaMath pixels may not be placed on Digital Properties directed at Children (“Child-Directed Digital Properties”).
Sensitive Health Conditions MediaMath pixels may not be placed on Digital Properties related to sensitive health conditions for IBA, CAA, or Retargeting purposes without the user’s specific opt-in consent. MediaMath must review and approve your consent mechanism before you may place MediaMath pixels for such purposes.

Clients may place MediaMath pixels on Digital Properties related to sensitive health conditions for other purposes, such as Ad Delivery and Reporting (“ADR”) without the user’s opt-in consent. ADR is separate and distinct from IBA, CAA, and Retargeting and refers to the collection of data from a computer or device to (i) facilitate the delivery of an ad, or (ii) provide advertising-related services that are not tied the end user’s known or inferred interests (e.g., frequency capping).

For more information on what constitutes a sensitive health condition, please see MediaMath’s Targeting Policy below.


MediaMath Targeting Policy

The following policies apply to your targeting of ad units (“Ads”) to users through the Services. The policies listed below apply whether you are targeting users based on data collected from Digital Properties (IBA, CAA, or Retargeting) or through data collected about the user offline (“User-Matched Ads”).

General Requirements 1.     You must provide notice of IBA, CAA, and Retargeting data collection and use practices, and the choices available to users, in or around Ads that are informed by IBA (“IBA Ads”), CAA (“CAA Ads”), or Retargeting (“Retargeting Ads”). You can meet your notice and choice obligations by placing the AdChoices Icon on each such Ad you serve using the Services. MediaMath will add the AdChoices icon on behalf of any client who does not opt out of this service and provide written confirmation of their compliance via an alternate mechanism. A small fee will apply.
Alcohol Ads that promote alcohol or alcoholic beverages are restricted by region and may only be targeted to users that (i) reside in a jurisdiction where alcohol advertising is permitted, and (ii) are of the legal age to purchase alcohol within that jurisdiction.  Alcohol-related Ads must not be designed, or appear to be designed, to appeal to underage purchasers.
Buying Power You may not target Ads on the basis of negative aspects of that user’s financial status. Examples of prohibited practices include targeting:

  • Credit card Ads to users on the basis of their low credit ratings
  • Debt consolidation services Ads to users with high debt loads
  • Legal service Ads to users on the basis of financial information showing that they are at a higher risk of bankruptcy

You are also not permitted to use data collected from IBA, CAA, or Retargeting to determine a user’s credit eligibility.

Children In connection with your use of the Service, you may not:

  • Serve ads on Child-Directed Digital Properties
  • Target an Ad based on the prior online activity of a user of Child-Directed Digital Properties
  • Create segments that target or are intended to target Children
Criminal Actions You may not target Ads on the basis of knowledge or inference of the user’s commission or alleged commission of any crime, such as information indicating that a user has a criminal record.
Gambling For purposes of this Targeting Policy, a gambling-related Ad (“Gambling Ad”) means the following:

  • Any Ad that promotes, directly or indirectly, online (Web or mobile) and offline (land-based or “brick and mortar” casinos, betting shops, card rooms or other gambling establishments) gambling, gaming, betting or wagering of any kind, whether for cash prizes or other things of value, including but not limited to casino games, poker, sports betting (whether individual or parlay wagering), pari-mutuel wagering or “betting pools” (including horse racing, dog racing, and jai alai), lotteries, raffles, sweepstakes, penny auctions, and fantasy sports.
  • Any Ad that otherwise relates in any way to the foregoing activities, including Ads for promotional products, services or materials, including education, “learn to play,” “practice” and other free simulation Digital Properties affiliated with online or offline gambling or wagering sites or facilities.

Gambling Ads may be targeted to users in jurisdictions where such Ads are not prohibited so long as you comply with the following requirements:

  • You and, if you are an advertising agency, the end advertiser currently hold all required licenses, permits, registrations, waivers, consents or other governmental approvals (collectively, “Licenses”) to operate in the jurisdictions in which the Gambling Ad is served and in any other jurisdictions in which you and the advertiser operate.
  • You and, if you are an advertising agency, the end advertiser are in compliance with and agree to remain in compliance with all applicable laws and the terms of all applicable Licenses.
  • You and, if you are an advertising agency, the end advertiser agree not to serve Gambling Ads in any jurisdiction specifically prohibited by this Targeting Policy, as such may be updated from time to time.
Health Health-related advertising (advertising health-related products and services or targeting advertisements based on health-related data) is highly regulated by government and industry. Given the large number of jurisdictions in which MediaMath operates and the myriad of health products and services that exist, it is beyond the scope of this Targeting Policy to define on a jurisdiction-by-jurisdiction basis what constitutes acceptable health advertising. Rather, the guidelines below should be considered a US baseline for use of the Services, with other jurisdictions generally being more restrictive. In particular, please note that under the IAB Europe EU Framework for Online Behavioral Advertising, a company “seeking to create or use such OBA segments relying on use of sensitive personal data as defined under Article 8.1 of Directive 95/46/EC will obtain a web user’s Explicit Consent, in accordance with applicable law, prior to engaging in OBA using that information.” As always, clients assume all responsibility for ensuring their advertising is legal in all jurisdictions and acceptable on all exchanges where they intend to advertise.

You may not target IBA, CAA, Retargeting, or User-Matched Ads to users on the basis of sensitive health information (“Sensitive Health Data”) without their specific opt-in consent. MediaMath must review and approve your consent mechanism before you may target such Ads to those users on the basis of Sensitive Health Data.  Per the NAI Code, Sensitive Health Data includes: (i) information about any past, present, or potential future health or medical conditions or treatments, including genetic, genomic, and family medical history, based on, obtained, or derived from pharmaceutical prescriptions or medical records, or similar health or medical sources that provide actual knowledge of a condition or treatment (the source is sensitive) and (ii) information, including inferences, about sensitive health or medical conditions or treatments (the condition or treatment is sensitive regardless of the source).  The relevant factors in determining whether a health condition is sensitive include:

  • The seriousness of the condition
  • How narrowly the condition is defined
  • Its prevalence
  • Whether it is something that an average person would consider to be particularly private in nature
  • Whether it is treated by over-the-counter or prescription medications
  • Whether it can be treated by modifications in lifestyle as opposed to medical intervention

Examples of sensitive health conditions include:

  • Cancer
  • Drug addiction
  • Menopause
  • Mental health related conditions, including:
    • Alzheimer’s
    • Anorexia/bulimia
    • Depression
    • Generalized anxiety disorder
    • Schizophrenia
  • Pregnancy termination
  • Sexual dysfunction
  • Sexually transmitted diseases

You may target IBA, CAA, Retargeting, or User-Matched Ads to users on the basis of their known or inferred interest in a non-sensitive health condition.  Per the NAI Code, examples of non-sensitive health conditions include:

  • Acne
  • Allergies
  • Back pain
  • Beauty
  • Cholesterol management
  • Cold and flu
  • Dental
  • Diet
  • Exercise
  • First aid
  • General interest segments, including:
    • Men’s health
    • Women’s health
    • Senior health needs
    • Children’s health
  • Hair removal
  • Headache
  • Health and fitness
  • Heartburn
  • High blood pressure
  • Nutrition
  • Sinus
  • Sore throat
  • Vision
  • Vitamins and supplements

You may target IBA, CAA, Retargeting, or User-Matched Ads concerning all health conditions to users on the basis of demographic data (e.g., age, gender).

You may also serve Contextual Ads concerning all health conditions. Contextual Ads are Ads that are targeted on the basis of the content of the digital property the user is currently visiting.  

If you are unsure of whether a particular health condition or treatment is sensitive, contact your MediaMath account representative before targeting users on the basis of their interest in that condition or treatment.

Location Sanctioned Jurisdictions
MediaMath clients may not serve ads in any jurisdictions where sanctions imposed by the US Office of Foreign Assets Control (OFAC) would prohibit such advertising. At the time of the publication of this Targeting Policy, that list, which OFAC may update from time to time, includes:

  • Crimea
  • Cuba
  • Iran
  • North Korea
  • Sudan
  • Syria

Precise Location
Precise Location Data (“Precise Location Data”) is information that describes the precise geographic location of a device derived through any technology that is capable of determining with reasonable specificity the actual physical location of a person or device. Examples of Precise Location Data include:

  • A user’s GPS-level latitude/longitude coordinates (often based on information received from a user’s mobile device)
  • Location-based Wi-Fi triangulation
  • A user’s presence at a specific location or shop (e.g., received from a Bluetooth beacon associated with a specific location)
Consistent with the NAI Code, you are permitted to target Ads based on the precise location of the device at the time the Ad is served (“geofence”) so long as you do not store the precise location once the ad is served or delivered. Such geofencing may not target:

  • A geographic area smaller than 785,398 meters² (the area of a circle with a radius of 500 meters). For example, you may not place a 100-meter circular geofence around one individual coffee shop. However, you may geofence all coffee shops in New York City, because the total area geofenced would be greater than 785,398 meters².
    • Exception: You may target a smaller geographic area provided the location is a very high-density venue. For example, you may target a 100-meter radius around Yankee Stadium during a game because the stadium has a seating capacity of over 50,000.
  • A personal address. Only business addresses (e.g., Disneyworld, or 4 World Trade Center) or public locations (e.g., Central Park) may be used as the locations around which ads are targeted.
  • Locations designed for children, including locations such as:
    • Day care centers
    • Playgrounds
    • Schools below the college level (preschools, primary schools, and secondary schools)
    • Tutoring and educational services
    • Youth organizations
  • Locations designed for survivors of abuse, including locations such as:
    • Rape crisis centers
    • Women’s shelters
  • Locations associated with pregnancy, sexual health, sexual orientation, or sensitive health conditions, such as:
    • Abortion clinics
    • Alcohol and drug services
    • Healthcare or other facilities with an emphasis on pregnancy, sexual health, or sensitive health conditions. Clients may geofence locations such as primary care and other facilities which are beyond a shadow of a doubt “general” and which would contain patients or consumers representing a wide variety of health conditions.
    • LGBT centers and venues
  • In the EU: Any locations which reveal information about health or sex life
  • Locations that imply negative financial status, such as check cashing facilities
  • Locations that reveal racial or ethnic origin, political opinions, religious or philosophical beliefs, or trade-union membership, such as:
    • Churches
    • Trade union offices

The above limitations do not apply to more general targeting that includes sensitive locations by nature of its breadth. For example, clients may target New York City, even though there are sensitive health facilities in New York City.

MediaMath reserves the right to require a client to broaden or discontinue its targeting if MediaMath in its sole discretion determines that the targeting may create a negative user experience or is otherwise inappropriate.

Targeting Ads Based on Historic Precise Location Data
You may not serve Ads based on knowledge of the device or user’s precise location in the past or over time without obtaining the user’s opt-in consent.

For jurisdictions outside the US, you must contact your MediaMath representative before serving IBA, CAA, Retargeting, or User-Matched Ads on the basis of Precise Location Data.

Political Affiliation or Beliefs For the purposes of this Targeting Policy, Ads related to a user’s political affiliation or beliefs (“User-Targeted Political Ads”) shall include IBA, CAA, Retargeting, or User-Matched Ads that promote: (i) political figures, opinions, or issues, such as Digital Properties for political candidates, (ii) political groups, (iii) political cause awareness, (iv) advocacy groups, or (v) union memberships.

You may not target User-Targeted Political Ads to users that reside in the European Union.  You must contact your MediaMath representative before serving User-Targeted Political Ads to users that reside in other non-US jurisdictions.

User-Targeted Political Ads are generally permissible in the US. MediaMath reserves the right to limit or prohibit User-Targeted Political Ads involving particularly sensitive issues (e.g., abortion, sexual orientation, etc.). MediaMath reserves the right to review, request modifications to, or reject any User-Targeted Political Ad at its sole discretion. However, such discretion will not be exercised with the intent to favor or disfavor any particular candidate or political party.

Race & Ethnicity In the US, you may serve IBA, CAA, Retargeting, or User-Matched Ads to users on the basis of their known or inferred race or ethnic origin.

In the European Union, you may not serve such Ads to users.

Religion In the US, you may serve IBA, CAA, Retargeting, or User-Matched Ads to users on the basis of their known or inferred religion or religious beliefs.

In the European Union, you may not serve such Ads to users.

Sexual Orientation You are not permitted to target IBA, CAA, Retargeting, or User-Matched Ads to users based on their known or inferred sexual orientation, including indirect inference (e.g., donation to LGBT advocacy groups), without their specific opt-in consent. MediaMath must review and approve your consent mechanism before you may target such Ads. Clients interested in having MediaMath review such a mechanism should reach out to their MediaMath account manager.


MediaMath Beta Policy and Terms of Use

Thank you for your interest in the MediaMath Beta Program.  Participation in a Beta Program is voluntary and allows you to test and provide feedback on developing/pre-release features, products, and services which shall be designated as “beta” (the “Beta Services”). Participation in the Beta Program includes early access to beta product functionality, the opportunity to gain knowledge of performance impact and develop best practices ahead of others and the ability to influence the early development and direction of a product. By accessing or using Beta Services, you agree to be bound all of the terms and conditions described in this Beta Policy and to actively engage in the testing and feedback process.

NO OBLIGATIONS: You acknowledge and agree that a Beta Service may contain features that will be altered in the final release of the same or similar Service and that availability of any Beta Services during the course of a Beta Program shall not create any obligation for MediaMath to continue to develop, productize, support, repair, offer for sale or in any other way continue to provide or develop any Beta Service.  While we may intend to release a final version of a certain Beta Service, we reserve the right to never make any particular Beta Service generally available. You further acknowledge the duration of the beta phase and any features and functions of a Beta Service are subject to change at any time at MediaMath’s discretion.

FEEDBACK:  An essential function of the Beta Program is to gather feedback from participants.  We value all input from all participants in the Beta Program.  You agree that you will use reasonable commercial efforts to use the Beta Services, notify MediaMath of all errors and problems you identify through your use of any Beta Services and that you will attempt to ascertain steps leading to reproduction of any such errors.  You also agree that you will communicate to MediaMath any suggestions or requests for enhancements relating to the operation or further development of a Beta Service and that by doing so you assign all right, title and interest in and to any resulting intellectual property based upon such suggestions or requests, including without limitation all patent, copyright, trade secret, trademark or other intellectual property rights. You acknowledge that MediaMath is not obligated to accept and implement any feedback provided by you and that the use of such feedback is solely in MediaMath’s discretion.

OWNERSHIP:  Subject to the limited rights expressly granted hereunder, MediaMath reserves all rights, title and interest in and to the Beta Services and any anonymized aggregated data resulting from your use of the Beta Services, including all related intellectual property rights therein and thereto.  No rights are granted to you other than the right to access and use the Beta Services for the purposes of testing and evaluation.  You may not create any derivative works from the Beta Services or modify, reuse, disassemble, decompile, reverse engineer or otherwise translate any Beta Services or any portion thereof.  You also may not access the Beta Services in order to build a competitive product or service.

MARKETING: You agree that MediaMath may use your name and associated marks in its marketing materials solely with respect to marketing Beta Services used by you, which shall include white papers, case studies and press releases.

PAYMENTS & PRICING: Certain Beta Services may incur a fee, which will be invoiced to you in accordance with your Master Services Agreement with MediaMath. You agree and acknowledge that you shall be liable for all fees incurred in connection with your use of a Beta Service even in the event of an error in the Beta Services affecting the performance of the Beta Service (other than a billing error), or Other than a billing error or tracking error resulting in an erroneous fee, you shall remain liable for all fees incurred with your usage of the Beta Service, including in the event of an error in the Beta Services that affects the performance or outcome of the Beta Service. Unless otherwise agreed to by you and MediaMath, fees for any Beta Service are subject to change during the beta period and after such beta period.

CONFIDENTIALITY: You agree to treat all Beta Services, as well as the nature and content of the Beta Program, as confidential information and will not without our express written authorization: (i) demonstrate, copy, market, sell or otherwise commercially exploit any features or functions of any Beta Services to any third party; (ii) publish or otherwise disclose information relating to performance or quality of any Beta Services to any third party; or (iii) remove or alter any trademark, logo, copyright or other proprietary notices, legends, symbols or labels in the Beta Services.



Last Revised:  December 6, 2016