Behavioral policies

AdMob allows publishers to generate earnings from their apps using AdMob and Google ads. Publishers who wish to participate in AdMob must comply with our online AdSense program policies, with the additions and exceptions described below. If you fail to comply with these policies, we reserve the right to disable ad serving to your app and/or disable your AdMob account at any time.

Exceptions to AdSense policies

In principle, all AdMob publishers must follow our online program policies, however there are certain policies that differ between AdSense and AdMob. Please see the exceptions below.

View exceptions

Ad placement

We no longer allow serving traditional AdSense ads in mobile applications, and instead require publishers wishing to monetize their applications to use the AdMob SDK.

Ad behavior

AdMob has an ad refresh function which can be used by mobile applications that use the Google Mobile Ads SDK. The refresh rate may not be set to a value outside of the range specified in the SDK.

Invalid clicks and impressions

Publishers may not click their own ads or use any means to inflate impressions and/or clicks artificially, including manual methods. Testing your own ads by clicking on them is not allowed.

Please use test ads (available for Android, iOS, or Windows Phone) to avoid generating invalid clicks.

Learn more about invalid clicks and impressions

Google treats invalid activity very seriously, analyzing all clicks and impressions to determine whether they fit a pattern of use that might artificially drive up an advertiser's costs or a publisher's earnings. If we determine that an AdMob account might pose a risk to our advertisers, we may disable that account to protect our advertisers' interests.

Publishers disabled for invalid activity or violating our policies may not be allowed any further participation in other Google publisher monetization solutions. This means, for example, that if a publisher had an AdMob account disabled for invalid activity or policy violations, they would not be able to use AdSense to monetize, and vice versa. For this reason, these publishers may not open new accounts.

If a publisher opens additional accounts, the accounts will be flagged as duplicates and then one or both accounts will be disabled.

For additional information about invalid activity, please visit our Ad Traffic Quality Resource Center.

Publishers are encouraged to experiment with a variety of placements and ad formats, but must comply with the following ad placement policies.

View ad placement policies

Number of ads per page

The number of ads on a single screen should not exceed one if the ad is fixed to the screen top or screen bottom. If the page scrolls, only one ad should be visible on the screen at a time, and, according to the AdSense program policies, publishers may place no more than 3 ad units on one entire page.

Implementation policies

In addition to the AdSense ad placement policies, AdMob publishers must also abide by the following application-specific implementation policies:

  • Ads should not be placed very close to or underneath buttons or any other object which users may accidentally click while interacting with your application.
  • Ads should not be placed in a location that covers up or hides any area that users have interest in viewing during typical interaction. Ads should not be placed in areas where users will randomly click or place their fingers on the screen.
  • Ads should not be placed on a 'dead end' screen. There must be a way to exit a screen without clicking the ad (for example, a 'back' or 'menu' button). Otherwise, the user should be notified that the home button will exit the application.
  • Ads should not be placed in applications that are running in the background of the device or outside of the app environment. It should be clear to the user which application the ad is associated with or implemented in. Examples include: ads served in widgets; ads launched before the app has opened or after the app has closed.
  • Ads should not be placed in a way that prevents viewing the app’s core content. Ads should not be placed in a way that interferes with navigating or interacting with the app’s core content and functionality. Examples include: an interstitial ad triggered every time a user clicks within the app.
  • Publishers are not permitted to place ads on any non-content-based pages such as thank you, error, log in, or exit screens. These are the screens that visitors may see upon launching the app, before potentially leaving the app or after performing a specific action on the screen such as a purchase or download. Ads that are the main focus on these types of screens can confuse a visitor into thinking that the ads are actual content, so do not place ads on such screens.
    Please also review our implementation guidance.

In-app ads

Apps should only use the SDK to request ads.

+1 button

  • Publishers may not sell or transmit to others any data related to their users' activity of the +1 (or similar) Google button ("+1 button"). This prohibition includes, but is not limited to, any use of pixels, cookies, or other methods to recognize such users’ clicks on the +1 button, the data of which is then disclosed, sold, or otherwise shared with other parties.
  • Publishers may not attempt to discover the identity of a +1 button user unless the publisher's user has consented to share his or her identity with the publisher via an AdMob-approved authorization procedure. This prohibition includes identifying such users by correlating +1 button reporting data from AdMob with publisher data.

Sub-syndication and ad network mediation

Publishers may not enter into sub-syndication relationships (i.e., Google should have a direct relationship with the publisher, rather than through an intermediate party).

Learn more about sub-syndication and ad network mediation

Restricted information sharing

  • Metrics: Publishers may not share access to the AdMob reporting console (unless with AdMob’s prior written consent on which metrics to share).
  • Code: Publishers may not share either source Google SDK code or uncompiled Google SDK code with any third party.


AdMob’s network mediation service is intended to enable access to third party ad networks’ first party advertiser demand (as opposed to demand from exchanges, mediators or optimizers). Reporting in AdMob for ads served through AdMob's network mediation features may differ from reporting by third party ad networks. AdMob holds no responsibility for discrepancies in reporting, or for the performance or results of third party ad networks or software. The following applies both to AdMob's network mediation features and any third party network mediation that publisher may use:

  • Publishers will adhere to the following AdSense Program Policies:
    • Invalid Clicks and Impressions
    • Copyrighted Material
    • Counterfeit Goods
    • Google Advertising Cookies
    • Identifying Users and User Consent
    • Privacy
    • Children's Online Privacy Protection Act (COPPA)
    • Illegal Content
  • Publishers must not distribute, or link to pages that distribute, malware or other software that violates Google's Unwanted Software Policy;
  • Publisher will adhere to any additional implementation and technical guidelines as may be provided by AdMob;
  • AdMob revenue share will be paid only to the publisher; and
  • AdMob is not obligated to provide support to, guarantee compatibility with, or discuss discrepancy resolution with any third party.

Beta features

Some features may be identified as "beta" or otherwise unsupported ("beta features"). Google may cease providing beta feature(s) at any time in its discretion. Google may not, in its discretion, provide any technical support services in relation to beta features. Publishers may not disclose to any third party any information from beta features, the existence of non-public beta features, or access to beta features.

Interest-based advertising

Google may use the device ID from where the ad is serving to generate interest and demographic categories (for example, 'sports enthusiasts' or 'inferred age: 18-34'). These interest and demographic categories will be used to serve ads better targeted to the user. Additionally, your app's privacy policy may need to be updated to reflect the use of interest-based advertising served via the Admob SDK. Please take a moment to review your app's privacy policies and ensure that they are up-to-date. Because publisher sites and laws vary across countries, we're unable to suggest specific privacy policy language.

Last updated: December 9, 2015

Pauline is an AdMob policy expert and author of this help page. Help her improve this article by leaving feedback below.

Was this article helpful?
Sign in to AdMob

Sign in to see help for your AdMob account Sign in Don't have an AdMob account? Sign up today! Sign up for AdMob