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Troubleshoot disapproved ads

You can submit ads to DoubleClick Ad Exchange via an RTB BidResponse, a request to the REST API, or within the hosted bidding interface. All ads must be reviewed and approved by Google. Learn more about the ad approval process.

Check creative approval status with these Ad Exchange resources

You have the ability to check for approval status (including disapproval reasons by creative ID) using various creative resources. If you require access to these resources, contact your Ad Exchange support team.

Creative Explorer: This Ad Exchange tool allows you to view the approval status of your creatives and get detailed information on why a creative was disapproved.

Snippet status report: This Ad Exchange report is generated every two hours to your Google Cloud Storage and allows you to view the approval status of your creatives and get detailed information on why a creative was disapproved.

REST API: This Ad Exchange API provides the most updated approval status of your creatives and detailed information on why a creative was disapproved.

Creative troubleshooting resources

Creative Validator: This Ad Exchange tool allows you to check ad tags for SSL compliance, fourth-party calls, and ad size. For video ads, it provides additional information on VAST compliance, included file types, video duration, skippable functionality, and VPAID usage.

Video Suite Inspector: This Google tools allows you to preview your video creatives by providing VAST URLs or XML which you can use to debug video functionality.

Chrome Developer Tools: This tool allows you to debug your ad tags. Especially useful for monitoring calls made from your ad tags and for inspecting the use of cookies or local storage are the Network and Resources panels.

RTB Breakout: This Ad Exchange tool allows you to view the filtering status of your creatives including detailed information on why a creative was filtered.


   * Creatives may be held for additional review and appear as "conditionally approved".
  ** If you re-submit a currently approved creative via the REST API, it will stop serving until re-approved.
 *** Creatives can be found if they have been active (submitted or bid with) within the past 30 days.
Re-submit your creatives

There are three ways to get disapproved ads reviewed to be eligible for auction.

REST API: Submit a creative re-review request by using REST API.

RTB BidResponse: Once you have fixed a disapproved creative, submit a new (versioned) creative ID via a bid response. This will ensure that the creative is automatically reviewed by our verification system.

Manual request: If you are unable to re-submit creatives via the REST API or a bid response, contact your Ad Exchange support team to manually request a creative re-review.

Beginning March 30, creatives running on Open Auction inventory and in a Preferred Deal will have two separate statuses, available in Ad Exchange tools and the REST API v1.4 and later. Your creative may be disapproved for Open Auction serving but approved, or conditionally approved, for serving in a Preferred Deal.


   * Creatives may be held for additional review and appear as "conditionally approved".
  ** If you re-submit a currently approved creative via the REST API, it will stop serving until re-approved.
 *** Creatives can be found if they have been active (submitted or bid with) within the past 30 days.

Disapproved ads will not serve on the Ad Exchange, though many times the issue can be easily addressed. Some of the most common reasons are shown here, with corresponding troubleshooting steps and additional information.

 

Disapproved ad reasons

Google disapproves ads that either do not comply with content and creative policies or the requirements for third-party ad serving. These are the most common reasons an ad may be disapproved by Google.

AD_SIZE_DOES_NOT_MATCH_AD_SLOT

The ad is disapproved because the creative does not match the size of the ad slot returned by your ad server. For example, your ad server returned a 728x90 ad slot, but the actual creative only fills a 300x250.

Learn more about what you can do

All ads on Ad Exchange should return creatives that match the declared ad slot size.

If your ad is disapproved because the creative size doesn’t match the ad slot size, correct it by uploading the right creative size, and resubmit the ad.

Learn more

ADULT_IMAGE_OR_VIDEO

The ad is disapproved because it contains or leads to a landing page that contains adult-oriented content. Ensure that your ads and landing pages only show "family safe" content.

Learn more about what you can do

All ads and landing pages on Ad Exchange must be designated as "family safe" to ensure they can potentially be shown to all appropriate audiences. Products that are considered to have "non-family safe" status are prohibited from running on Ad Exchange.

If the ad is disapproved for containing adult content, correct by removing the adult content in the ad or landing page, and resubmit the ad.

Learn more

AUTOMATED_AD_CLICKING

The ad is disapproved because it automatically redirects the user to a landing page without a click or reports a click when one was not made. This includes ads that self-direct your creatives to landing pages or use any landing pages that contain automatic ad clicking.

Learn more about what you can do

All ads on Ad Exchange must be designed to only redirect the user to a landing page upon user-initiated click. Ads that inflate clicks by automatically redirect the user to a landing page, file download, or application are prohibited.

If the ad is disapproved for automated ad clicking, correct by ensuring that clicks are only user-initiated, and resubmit the ad.

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BLANK_CREATIVE

The ad is disapproved because it renders a blank creative. Blank creatives are often caused by geo-targeting, user targeting, ad verification services, or inactive ads in the ad server. This is likely caused by an error with your server settings, lack of a backup ad that can be globally trafficked, or the use of an invalid technology or vendor.

Learn more about what you can do

All ads on Ad Exchange must render properly; blank creatives are prohibited.

Blank creatives are often caused by geo-targeting, user targeting, ad verification services, or inactive ads in the ad server.

If your ad is disapproved because it is displaying as blank, correct by ensuring that it is viewable to all users (utilizing a backup ad if necessary), and resubmit the ad.

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BROKEN_URL

The ad is disapproved because the click-through URL does not work properly. Common issues include malformed click-through URLs, invalid click redirect URLs, problems with macro replacement in URLs, or non-working/non-existent landing pages.

Learn more about what you can do

All ads on Ad Exchange must contain a functional click-through URL that leads the user to a working landing page. Your landing page must work properly for all locations, regardless of where you're targeting your ad. Check your landing page on various browsers and devices to make sure that it always links to a working website or app. To troubleshoot issues with a site, review the fix a disapproved ad or extension page of the AdWords policy help center.

If the ad is disapproved for a broken URL, correct by ensuring it clicks through to a working landing page, and resubmit the ad.

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DANGEROUS_PRODUCTS_GUNS

The ad is disapproved because the ad or landing page promotes guns, gun parts, or gun-related content.

Learn more about what you can do

All ads and landing pages on Ad Exchange are prohibited from promoting guns, gun parts, or gun-related content.

Gun-related content includes functional devices that appear to discharge a projectile at high velocity, whether for sport, self-defense, or combat (including sporting or recreational guns that can cause serious harm if misused, or that appear to be real guns) as well as any part or component that's necessary to the function of a gun. Common examples include handguns, rifles, shotguns, hunting guns, functioning antique guns, airsoft guns, paintball guns, bb guns, silencers, ammunition, or ammunition clips or belts.

If your ad is disapproved because the ad or landing page contains gun-related content, correct by removing gun-related content, and resubmit the ad.

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DANGEROUS_PRODUCTS_KNIVES

The ad is disapproved because the ad or landing page promotes dangerous knives.

Learn more about what you can do

All ads and landing pages on Ad Exchange are prohibited from promoting dangerous knives.

Dangerous knives include knives that are designed or promoted (in modern-day usage) as products that can be used to injure an opponent in sport, self defense, or combat, or any knife design that provides a confrontational advantage (including disguised appearance or assisted-opening mechanism). Common examples include switchblades, fighting knives, sword-canes, balisongs, military knives, push daggers, or throwing axes.

If your ad is disapproved because the ad or landing page contains dangerous knives content, correct by removing dangerous knives content, and resubmit the ad.

Learn more

DANGEROUS_PRODUCTS_TOBACCO

The ad is disapproved because the ad or landing page promotes tobacco, tobacco equipment, or tobacco-related content.

Learn more about what you can do

All ads and landing pages on Ad Exchange are prohibited from promoting tobacco products, services, and related equipment including those which are designed to simulate smoking. Common examples include cigarettes, cigars, snus, chewing tobacco, rolling tobacco, pipe tobacco, rolling papers, pipes, tobacco filters, hookah lounges, cigar bars, herbal cigarettes, electronic cigarettes, or e-cigarettes.

If your ad is disapproved because the ad or landing page contains tobacco-related content, correct by removing tobacco-related content, and resubmit the ad.

Learn more

DANGEROUS_PRODUCTS_WEAPONS

The ad is disapproved because the ad or landing page promotes weapons or weapon-related content.

Learn more about what you can do

All ads and landing pages on Ad Exchange are prohibited from promoting weapons or weapon-related content.

Weapon-related content includes any product that's designed to (in modern-day usage) injure an opponent in sport, self-defense, or combat. Common examples include throwing stars, brass knuckles, tasers, or pepper spray.

If your ad is disapproved because the ad or landing page contains weapon-related content, correct by removing weapon-related content, and resubmit the ad.

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DESTINATION_URL_SITE_NOT_CRAWLABLE

The ad is disapproved because the declared click-through URL leads to a landing page that could not be crawled. Common crawl errors include robots.txt failures, DNS errors, or server errors.

Learn more about what you can do

The landing page of all ads on Ad Exchange must be crawlable. Ad Exchange uses Google crawlers to read and ensure that all landing pages comply with Ad Exchange policies.

To allow Google crawler on your page, you can add User-agent: AdsBot-Google to your domain’s robots.txt. You can also use Google Webmaster Tools to see how to make your pages accessible to Google.

If your ad is disapproved because the landing page is not crawlable, correct by ensuring Google bots can crawl your site, and resubmit your ad.

Learn more

DYSFUNCTIONAL_PROMOTION

The ad is disapproved because the ad or landing page is difficult to interact with.

Learn more about what you can do

All ads and landing pages on Ad Exchange must be clear, relevant, useful, and easy to interact with.

Common issues include landing pages that disable browser navigational functions, sites with pop-ups or interstitial ads that interfere with the user's ability to see the content requested, or ads that look like software download buttons, official system warnings, or webpage features like menus, search results, or other site content. Your site should not present unexpected webpages, ads, or sponsored offers to users when they are navigating the site.

If your ad is disapproved because the ad or landing page is difficult to interact with, correct by improving the content to comply with policies, and resubmit the ad.

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ENABLING_DISHONEST_BEHAVIOR

The ad is disapproved because it contains or leads to a landing page that contains content that enables dishonest behavior.

Learn more about what you can do

All ads and landing pages on Ad Exchange prohibit content that enables dishonest behavior including products or services that help users to mislead others and products or services that enable a user to gain unauthorized access (or make unauthorized changes) to systems, devices, or property.

Examples include the creation of false documents such as passports or diplomas, aids to pass drug tests, exam-taking services, hacking services, radar jammers, phone or wire-tapping, or stealing cable.

If the ad is disapproved because the ad or landing page contains content that enables dishonest behavior, correct by removing that content, and resubmit the ad.

Learn more

EXPANDABLE_FUNCTIONALITY

The expandable ad is disapproved because it does not function properly such as not expanding outside of of an iframe.

Learn more about what you can do

All expandable ads on Ad Exchange must correctly display creative content, function as expected, and be void of any broken assets.

Expandable ads may not expand to more than twice the width or three times the height of the ad's base dimensions, except when displaying certain IAB formats or formats approved by Google. Each ad technology vendor’s cross-site scripting file is required for iframe ad calls to be functional. Learn more about publisher-side iframe buster files.

If your ad is disapproved because the expansion is not functional, correct by ensuring that it renders and expands properly, and resubmit the ad.

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GAMING_THE_GOOGLE_NETWORK

The ad is disapproved because it attempts to circumvent or interfere with Google's advertising systems and processes.

Learn more about what you can do

All ads and landing pages on Ad Exchange are prohibited from engaging in practices that attempt to circumvent or interfere with Google’s system controls or quality processes. Common practices include cloaking, use of dynamic DNS to switch page or ad content, or manipulating ad or text in order to bypass automated system checks.

If your ad is disapproved because it is trying to game the Google network, correct by removing practices that attempt to circumvent or interfere with Google’s systems and processes, and resubmit the ad.

Learn more

INAPPROPRIATE_CONTENT

The ad is disapproved because it contains or leads to a landing page that contains offensive or inappropriate content which may include violence and self-harm, harassment, racism, hatred and intolerance, and capitalizing on sensitive events or threatened species.

Learn more about what you can do

All ads and landing pages on Ad Exchange must be designated as "family safe" to ensure they can potentially be shown to all appropriate audiences. Products that are considered to have "non-family safe" status are prohibited from running on Ad Exchange.

Common examples of offensive or inappropriate content include hatred and intolerance (including sexual, religious and political intolerance), violence and self-harm, harassment and intimidation, exploitation, racism, shocking content, capitalizing on sensitive events, or capitalizing on threatened or extinct species.

If the ad is disapproved because the ad or landing page contains offensive or inappropriate, correct by removing content that is offensive or inappropriate, and resubmit the ad.

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INCORRECT_AD_TECHNOLOGY_DECLARATION

The ad is disapproved because it does not declare the use of a declarable, approved technology vendors.

Learn more about what you can do

All ads on Ad Exchange are required to declare use of declarable, approved technology vendors. You can review the list of declarable technology vendors approved to run on Ad Exchange.

Use Chrome Developer Tools to check for all the calls made from your ad within a browser.< /p>

If your ad is disapproved because of ad technology vendor declaration, correct by declaring any declarable technology vendors, and resubmit the ad.

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INCORRECT_DESTINATION_URL_DECLARATION

The ad is disapproved because the actual landing page URL did not match the declared click-through URL.

Learn more about what you can do

All ads on Ad Exchange must click through to a landing page that matches the declared click-through URL.

If your ad is disapproved because the landing page was not declared, correct by ensuring the declared click-through URL matches the actual landing page URL, and resubmit your ad.

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INVALID_FOURTH_PARTY_CALL

The ad is disapproved because of a detected fourth-party call to an unapproved technology vendor.

Learn more about what you can do

All ads on Ad Exchange are prohibited from making calls to unapproved technology vendors. You can review the list of technology vendors approved to run on Ad Exchange.

Use Chrome Developer Tools to check for all the calls made from your ad within a browser.

If your ad is disapproved because of a fourth-party call to an unapproved technology vendor, correct by removing calls made to unapproved technology vendors, and resubmit the ad. Alternatively, you can request certification for an unapproved technology vendor.

Learn more

INVALID_RTB_PROTOCOL_USAGE

The ad is disapproved because it incorrectly uses the RTB protocol such as setting the same creative ID for video (video_url) and display (html_snippet) BidResponses.

Learn more about what you can do

All RTB ads on Ad Exchange must comply with the RTB protocol. Common issues include using the same creative ID for video and display ads, using the same creative ID for different agencies, or using the same creative ID for different bidders when bidding on behalf of multiple accounts.

If the ad is disapproved for incorrectly using the RTB protocol, correct by fixing the ad to comply with the RTB protocol, and resubmit the ad.

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INVALID_SSL_DECLARATION

The ad is disapproved because it declares SSL but it has been detected as containing non-secure HTTP calls.

Learn more about what you can do

Almost all publisher inventory accessible via Ad Exchange has a secure connection (SSL) and requires SSL-compliant ads. All calls made within the ad must be SSL-enabled in order for the ad to be SSL-compliant. Make sure you understand how to guarantee this for each ad server, pixel tracker, verifier, and other technology vendor.

Use Chrome Developer Tools to check for all the calls made from your ad within a browser and use Creative Validator to check if your ad is SSL compliant.

If the ad is disapproved for invalid SSL declaration, correct by removing the non-secure HTTP calls, and resubmit the ad.

Learn more

INVALID_URL_PROTOCOL

The ad is disapproved because the landing page does not work properly. Common issues include malformed click-through URLs, invalid click redirect URLs, problems with macro replacement in URLs, or non-working/non-existent landing pages.

Learn more about what you can do

All ads on Ad Exchange must click through to a working landing page.

If the ad is disapproved for a invalid landing page, correct by ensuring it clicks through to a working landing page, and resubmit the ad.

Learn more

LANDING_PAGE_DISABLED

The ad is disapproved because the landing page is not compliant with Ad Exchange policies. Common landing page quality violations include low-value content, non-working sites, and parked domains.

Learn more about what you can do

All ads on Ad Exchange must click through to landing pages that comply with Google policies.

Landing pages should provide a quality user experience. All promotions should be clear, professional in appearance, and lead users to content that is relevant, useful, and easy to interact with. Landing pages cannot lead to an email address or file, such as image, audio, video, or document, that require an additional application to open. Sites should load quickly and properly without errors or error pages that display a status code beginning with a 4 or a 5 (such as a 404 error, page not found). All landing page guidelines are outlined in our advertising policies help center.

If your ad is disapproved because of the landing page, correct by improving the quality of landing page experience, and resubmit the ad.

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LENGTH_OF_IMAGE_ANIMATION

The ad is disapproved because it animates longer than the maximum host-initiated duration of 30 seconds.

Learn more about what you can do

All ads on Ad Exchange containing animation must comply with animation limits. The maximum host-initiated animation duration for image ads is 30 seconds.

If the ad is disapproved because of the length of image animation, correct by ensuring it does not loop or animate longer than 30 seconds, and resubmit the ad.

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LSO_OBJECTS

The ad is disapproved because it uses Locally Shared Objects (LSO) such as Flash cookies, browser helper objects, or HTML5 Local Storage.

Learn more about what you can do

All ads on Ad Exchange are prohibited from using Locally Shared Object (LSO) technology (including, but not limited to Flash cookies, browser helper objects, or HTML5 localStorage) or device fingerprints for behavioral advertising, ad delivery, reporting, and/or multi-site advertising.

Use Chrome Developer Tools to inspect any LSOs and review Adobe Website Storage Settings panel to inspect any Flash cookies being set by the ad.

If the ad is disapproved for using Locally Shared Objects, correct by removing all LSOs, and resubmit the ad.

Learn more

MAXIMUM_DOWNLOAD_SIZE_EXCEEDED

The ad is disapproved because the download size exceeds the 5MB limit.

Learn more about what you can do

All non-video ads on Ad Exchange must comply with the download limit of 5MB (including Google services e.g. https://fonts.gstatic.com/). Exceeding this limit can negatively impact the performance of the DoubleClick service and users' devices.

If your ad is disapproved because it has exceeded the size limit, correct this by restructuring and removing any unnecessary files, and resubmit the ad.

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MAXIMUM_HTTP_CALLS_EXCEEDED

The ad is disapproved because the number of HTTP/HTTPS (fourth party) calls exceeded 100.

Learn more about what you can do

All ads on Ad Exchange must limit the number of HTTP/HTTPS (fourth party) calls to 100. Exceeding this limit can negatively impact the performance of the DoubleClick service and users' devices.

If your ad is disapproved because it has exceeded the limit of HTTP/HTTPS (fourth party) calls, correct this by restructuring and removing unnecessary calls, and resubmit the ad.

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MAXIMUM_NUMBER_OF_COOKIES_EXCEEDED

The ad is disapproved because the number of cookies being set exceeded 25.

Learn more about what you can do

All ads on Ad Exchange must limit the number of cookies being set to 25. Exceeding this limit can negatively impact the performance of the DoubleClick service and users' devices.

If your ad is disapproved because it has exceeded the cookie limitation, correct this by restructuring and removing unnecessary cookie dropping, and resubmit the ad.

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MEDIA_NOT_FUNCTIONAL

The ad is disapproved because the creative is not functional or contains broken assets.

Learn more about what you can do

All ads on Ad Exchange must correctly display creative content, function as expected, and be void of any broken assets. Ensure your ad and landing page work properly for all locations, regardless of where you're targeting your ad. Check your ad on various browsers and devices to ensure that it always links to a working website or app. To troubleshoot issues with a site, review the site not working section of the AdWords policy help center.

If your ad is disapproved because the media is not functional, correct by ensuring that it renders and functions, and resubmit the ad.

Learn more

MISLEADING_PROMOTIONS

The ad is disapproved because the ad or landing page contains misleading claims or information.

Learn more about what you can do

All ads and landing pages on Ad Exchange are prohibited from misleading users to accept a promotion. Common issues include providing scientifically impossible claims, offering guaranteed results without a refund policy, or showing testimonials that claim specific results without a link to third-party verification.

If your ad is disapproved because the ad or landing page is misleading, correct by providing relevant information and removing misleading claims, and resubmit the ad.

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OMISSION_OF_RELEVANT_INFORMATION

The ad is disapproved because the ad or landing page is missing important information such as the billing process or charges expected to be incurred by the user.

Learn more about what you can do

All ads and landing pages on Ad Exchange are prohibited from misleading users to accept a promotion. Common misleading practices include failure to disclose all charges the user will incur, failure to close tax-exempt status and charity number if your site solicits tax-exempt donations, or promoting a service or product (such as an app) as free when it is not.

If your ad is disapproved because the ad or landing page is missing important information, correct by providing relevant information and removing misleading elements, and resubmit the ad.

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PHARMA_GAMBLING_ALCOHOL_NOT_ALLOWED

The ad is disapproved because it contains or leads to a landing page that contains pharmaceutical, alcohol, or gambling-related content which may be prohibited in certain instances or locations.

Learn more about what you can do

Ads and landing pages on Ad Exchange containing pharmaceutical, alcohol, or gambling-related content may be prohibited because of regional restrictions, or because the publisher did not explicitly allow this type of content.

Learn more about how the alcohol policypharmaceutical policy, or gambling policy on Ad Exchange.

If your ad is disapproved because of pharmaceuticals, alcohol, or gambling-related content, correct the creative to remove such content, and resubmit the ad.

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POP_UP

The ad is disapproved because it generates a pop-up window.

Learn more about what you can do

All ads on Ad Exchange must not generate pop-up windows, including pop-unders, timed or intermittent pop-ups, mock system warnings, and pages that automatically initiate a download.

If the ad is disapproved for generating a pop-up window, correct by removing the pop-up, and resubmit the ad.

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PROBLEM_WITH_CLICK_MACRO

The ad is disapproved because the required Google click macro is either missing or used incorrectly.

Learn more about what you can do

All ads on Ad Exchange are required to include a click macro, allowing Google to dynamically generate a unique click URL and pass it through the ad tag at the time of the ad request. There are several different types and implementation methods for click macros.

If your ad is disapproved because of an issue with the click macro, correct the click macro implementation, and resubmit the ad.

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PROFESSIONAL_STANDARDS

The ad is disapproved because it does not meet high professional and editorial standards.

Learn more about what you can do

All ads on Ad Exchange must be clear, professional in appearance, and lead users to content that is relevant, useful, and easy to interact with.

Common examples include generic call-to-action phrases such as “click here,” creatives that are misaligned or partially visible in the ad space, or gimmicky text copy. Make sure that your ads, as well as any ads that might be on your site, are clearly distinguishable as ads. Ads shouldn't try to look like a software download button, official system warning, or a web page feature like a menu.

If your ad is disapproved because it does not meet professional standards, correct by improving the content to comply with policies, and resubmit the ad.

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RAW_IP_ADDRESS_IN_SNIPPET

The ad is disapproved because it makes a call to a numeric IP address.

Learn more about what you can do

All ads on Ad Exchange are prohibited from making calls to numeric IP addresses. Ad calls must be made to domains to fetch creative, tracking pixels, and other ad serving/tracking elements.

Use Chrome Developer Tools to check for all the calls made from your ad within a browser.

If your ad is disapproved because because it makes a call to a numeric IP address, correct by removing calls made to IP addresses, and resubmit the ad.

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SHOCKING_CONTENT

The ad is disapproved because it contains or leads to a landing page that contains shocking content such as profane language, gruesome or disgusting imagery, or promotions that are designed to shock or scare.

Learn more about what you can do

All ads and landing pages on Ad Exchange must be designated as "family safe" to ensure they can potentially be shown to all appropriate audiences. Products that are considered to have "non-family safe" status are prohibited from running on Ad Exchange. Common examples of shocking content include profanity or violent language, gruesome or disgusting imagery, graphic images or accounts of physical trauma, or gratuitous bodily fluids or waste. If the ad is disapproved because the ad or landing page contains shocking content, correct by removing content that is designed to shock or scare, and resubmit the ad.

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UNACCEPTABLE_CONTENT

The ad is disapproved because it contains or leads to a landing page that contains unacceptable content such as malware.

Learn more about what you can do

All ads and landing pages on Ad Exchange must be void of malware or viruses. Malware is not accepted or tolerated. Google verifies ads directly uploaded into Ad Exchange, or follows the third-party redirects for malware or viruses through proprietary systems. Learn more about what Google does to prevent malware in ads.

If your ad is disapproved because of unacceptable content such as malware or viruses, correct by removing the malware or viruses in the ad or landing page, and resubmit your ad.

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UNACCEPTABLE_IMAGE_CONTENT

The ad is disapproved because it contained unacceptable image content, such as a deceptive trick-to-click elements.

Learn more about what you can do

All ads on Ad Exchange are prohibited from displaying content that tricks a user into clicking through. Common deceptive practices include mimicking publisher content, site warnings, or operating system dialogue windows and error messages.

Ad content must be distinguishable from publisher content, contain a contrasting background or border, and clearly identify the brand, product or promotion being offered.

If your ad is disapproved because of unacceptable image content, correct by removing any deceptive elements, and resubmit the ad.

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The ad is disapproved because it sets an unauthorized cookie on a Google domain such as googlesyndication.com or doubleclick.net.

Learn more about what you can do

All ads on Ad Exchange are prohibited from setting unauthorized cookies on Google domains such as googlesyndication.com or doubleclick.net. You also cannot assist or knowingly permit any third-party to set a cookie, or alter or delete a cookie set, on any Google owned and operated domains, including DoubleClick domains.

Use the Resources > Cookies panel within Chrome Developer Tools to inspect any unauthorized cookies being set on Google domains.

If the ad is disapproved for setting unauthorized cookies on a Google domain, correct by removing the calls which set unauthorized cookies, and resubmit the ad.

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UNCLEAR_OR_IRRELEVANT_AD

The ad is disapproved because it is unclear, confusing, doesn't lead users to relevant content, or doesn't accurately reflect the business, product, or service that is promoted on the landing page.

Learn more about what you can do

All ads on Ad Exchange must be contain clear and relevant content.

Your ad and landing page text should make sense and not be overly generic. Images, videos, audio, and other elements of your ad should be of good quality and not blurry, unclear, or unrecognizable. If your ad uses a superlative or competitive claim, you need to support that claim by showing third-party verification on your landing page.

If your ad is disapproved because it is contains content that is unclear or irrelevant, correct by improving the content to comply with policies, and resubmit the ad.

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UNDECLARED_RESTRICTED_CONTENT

The ad is disapproved because it contains restricted category content (such as alcohol) but does not declare use of a restricted category.

Learn more about what you can do

All ads on Ad Exchange must declare use of restricted category content (such as alcohol), where applicable.

Many products and services are regulated by law, which can vary from country to country. All advertising, as well as the products and services being advertised, must clearly comply with all applicable laws and regulations. All advertisers bear their own responsibility for understanding the laws applicable to their business.

If your ad is disapproved because it is contains restricted category content, correct by declaring the restricted category, and resubmit the ad.

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UNSUPPORTED_FLASH_CONTENT

The ad is disapproved because it contains Flash content.

Learn more about what you can do

If you are seeing this rejection, it means your ad contains Flash assets or loads Flash pixels. It may not always be immediately apparent where Flash calls are coming from. For example, many third/fourth parties use Flash elements for things like viewability measurement.

If your ad is rejected because it includes Flash content, remove the Flash content and replace it with an HTML5 version. If you're new to HTML5, check out these tools to make the transition to HTML5:

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VIDEO_FUNCTIONALITY

The VAST ad is disapproved because the format of the video ad is not supported.

Learn more about what you can do

All video ads on Ad Exchange must have valid VAST XML, render and click through, and include an MP4 video file type. You can review the Ad Exchange in-stream video ads requirements for third-party ad serving.

Use Video Suite Inspector to preview your video ad and Creative Validator to check if your video ad is valid for Ad Exchange.

If your ad is disapproved because of video functionality, correct by ensuring that it contains valid VAST XML and functions properly, and resubmit your ad.

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VIDEO_INVALID_VENDOR

The ad is disapproved because of a detected fourth-party call to an unapproved vendor.

Learn more about what you can do

All video ads on Ad Exchange are prohibited from making calls to unapproved vendors. You can review the list of  vendors approved to run on Ad Exchange.

Use Video Suite Inspector to preview your video ad and Chrome Developer Tools to check for all the calls made from your video ad within a browser.

If your ad is disapproved because of a fourth-party call to an unapproved vendor, correct by removing calls made to unapproved vendors, and resubmit the ad. Alternatively, you can request certification for an unapproved vendor.

Learn more

VIDEO_UNSUPPORTED_FORMAT

The ad is disapproved because the format of the video ad is not supported or no video file types were detected. Supported video file types are H.264 (video/mp4) and WebM (video/webm).

Learn more about what you can do

All video ads on Ad Exchange are required to include an MP4 video file type. You can review the Ad Exchange in-stream video ads requirements for third-party ad serving.

Use Creative Validator to check if your video ad is valid for Ad Exchange and supports MP4 video files.

If your ad is disapproved because of an unsupported video format, correct by ensuring that it contains an MP4 video file type, and resubmit your ad.

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VIDEO_UNSUPPORTED_LENGTH

The ad is disapproved because the in-banner video exceeds the approved 30-second limit.

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All in-banner video on Ad Exchange requires compliance with technical specifications and policies. The video length for in-banner video is the same as animation length for display creatives.

If your ad is disapproved because of an unsupported video length, update the video to comply with the 30-second limit and re-upload the creative.

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UNEXPECTED_VIDEO_URL

The ad is disapproved because video (typically using Javascript) was detected in the creative and was used to bid on a bid request for an ad slot where video is not allowed. When unsupported video is detected in a snippet, the VIDEO_IN_SNIPPET_ATTRIBUTE_ADDED correction type is issued.

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If video is allowed, the Video message will be present in the RTB bid request. In this case, video is allowed, either via VAST XML or via Javascript. If the video message is not present, video is not allowed.

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Once you correct any issues with a disapproved ad and resubmit, the ad will be re-reviewed by Google. Most ads are reviewed within a single business day, though some can take longer if a more complex review is needed.

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