AdMob guidelines and policies

AdMob allows publishers to generate earnings from their apps using AdMob and Google ads. In addition to our online program policies, publishers who wish to participate in AdMob must also comply with the following policies and exceptions. 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.

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. Google treats invalid click 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.

Please note that 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 may not be able to use AdSense to monetize, and vice versa. For this reason, these publishers may not open new accounts.

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

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 screen at a time.

Additional guidelines for applications

  • 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.

In-app ads

Apps should only use the SDK to request ads.

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.

Ad placement

We no longer allow AdSense ads to appear in mobile applications. However, with AdMob, the SDK is designed for publishers to monetize their mobile applications. AdMob partners can use this SDK to place ads in their mobile applications.

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.

+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’s data.

Sub-syndication and ad network mediation

No sub-syndication

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).

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.

Mediation

AdMob’s network mediation service is intended to enable access to participating 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 has no obligation or 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:

  • Publisher will adhere to any additional implementation and technical guidelines as may be provided by AdMob;
  • Once the AdMob ad call is initiated, third parties may not interfere with or change the delivery or display of the ad;
  • 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”). 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.

IDs

Google may assign and modify the number of site IDs, client IDs and channel IDs for each Service from time to time. The customer will use site IDs, client IDs and channel IDs as instructed by Google, and will provide such information to Google as Google may reasonably request with respect to the use and application of any site IDs, client IDs and channel IDs.

Ad filtering

AdMob has filtering capabilities, such as Categories and URL blocklists, that may be used to restrict certain types of Google ads from showing on a partner's site. Categories filters may be enabled on each request, while blocklists, if specified, apply to requests generally on a client identifier basis. Google doesn't make any commitment that the filters will always be accurate. These filters should be set in accordance with the instructions provided by Google.

Blocking URLs

This feature specifies Google advertisement URLs that should be targeted to be excluded from the ads results set. Partners may update Blocklists once per quarter or as otherwise approved by Google. To update a blocklist, please follow the instructions provided by your Google account manager.

Creating a URL blocklist

To target filtering of Google advertisements that link to specific URLs, you will need the following information:

  • The client identifiers to which the URL blocklist should be applied. The client ID is the value of the client identifier parameter in each AdSense request.
  • A list of domain or site names, with one name listed on each line.
    Good examples
    names should not specify a protocol ('http://' or 'https://') and should not contain trailing slashes ('/')
    • www.goodexample.com
    • goodexample.com
    • goodexample.com/goodpages
    Bad examples
    • http://www.badexample.com
    • badexample.com/

Adding to a URL blocklist

After submitting the initial URL blocklist, all future submissions should contain the client identifier and only the additional domain and/or site names to be blocked.

Removing sites or domains from a URL blocklist

To remove (unblock) URLs from the URL blocklist, please specify the client identifier and the domain and/or site name to be removed.

Monitoring

Google may generate a reasonable number of requests or make a reasonable number of uncompensated clicks on ads at any time to check that the services are properly maintained.

Technical support

Prior to making any support request to Google, partners will first use reasonable efforts to fix any error, bug, malfunction, or network connectivity defect without any escalation to Google. Thereafter, a written request for technical support can be submitted to the applicable email address that Google may provide from time to time. Partners will provide support services to end users at their own expense. From time to time, Google will consult with partner with the objective of optimizing the performance of the Google ads provided.

Payment threshold

There are several earnings thresholds that impact whether you're eligible to be paid for your AdMob earnings. These thresholds vary depending on the reporting currency in your account.

App promotion

Publishers using AdMob's app promotion and house ads features must ensure that the ads they serve via those features comply with AdWords advertising policies.