At Bidfuse, safeguarding the interests of our users, advertisers, and publishing partners is central to our mission. As digital advertising continues to expand—especially on mobile devices—so too does the risk of fraudulent activity. Fraud is ever-evolving, and bad actors constantly adapt to exploit weaknesses in the advertising ecosystem.
To counter this, Bidfuse has developed a comprehensive trust and safety framework across our supply-side platform (SSP) and exchange. Our approach ensures that advertising runs in a brand-safe, fraud-resistant environment.
Brand Safety
We define “Brand Safety” as the proactive steps taken to prevent brand association with harmful, illegal, or otherwise inappropriate content. Ads appearing next to such material can damage brand reputation and ROI. Bidfuse aligns with the brand safety standards set by organizations such as the 4A’s and IAB, and we strictly prohibit advertising against the following high-risk content categories:
- Sexually explicit or adult content
- Weapons, firearms, and ammunition
- Graphic violence, death, or injury
- Pirated content or unauthorized distribution
- Hate speech or incitement to violence
- Sensitive or controversial political/social content
- Spam or deceptive and harmful material
Mobile Web Integrity
Although consumers spend more time on apps than on mobile websites, mobile web still plays a significant role in ad traffic. Unfortunately, this space is often targeted by fraudsters seeking to exploit advertisers and publishers.
To protect our ecosystem, all new publishers undergo a thorough review before onboarding. Every listed website is vetted for compliance with Bidfuse content policies. Additionally, we work with MRC-accredited third-party providers to audit traffic quality and screen for invalid behavior. Our internal teams further verify that no restricted or harmful content is present.
Connected TV (CTV) & OTT Video
Video consumption has skyrocketed across Connected TV (CTV) and OTT platforms. With this growth, fraud in OTT advertising has also increased. Bidfuse maintains a strict evaluation process for all CTV/OTT inventory and partners.
All CTV/OTT apps must comply with our content standards and are reviewed for COPPA compliance. We partner with MRC-accredited vendors to detect and prevent invalid activities across video supply and ensure adherence to industry benchmarks from TAG, IAB, and MRC.
Protecting Publishers and Advertisers from Invalid Activity
Publisher Protections
We expect our advertising demand partners to avoid content that is deceptive, illegal, misleading, spammy, or otherwise inappropriate. Our zero-tolerance policy ensures that non-compliant creatives are removed and that offenders are suspended from our network.
To uphold ad quality, Bidfuse uses a multi-layered screening process:
- Buyer Identity Verification: Each advertiser is vetted through contact validation and category classification using IAB standards.
- Programmatic Controls: Publishers can apply buyer-specific filtering and enforce custom traffic thresholds (QPS).
- Malvertising Protection: Our SDK detects and intercepts auto-redirects and other malicious ad behavior before delivery.
- Real-Time Threat Detection: Internal tools scan creatives to identify malicious domains or unsafe content before display.
Advertiser Protections
Ad fraud—including fake impressions, bot traffic, and invalid leads—wastes ad spend and corrupts campaign performance data. To shield advertisers, Bidfuse enforces rigorous onboarding and inventory controls:
- Seller Verification: We validate app/site ownership, require proper categorization, and enforce ads.txt and app-ads.txt adoption.
- Transparency Through ads.txt/app-ads.txt: These standards help advertisers confirm that they are buying legitimate inventory. Detailed instructions for participation are provided and supported by our quality team.
- CTV/OTT Ownership Disclosure: For inventory-sharing models (e.g., content creators, distributors), appropriate ownership and authorization details must be listed in the app-ads.txt file.
- Ad Adjacency Controls: Publishers with high traffic are routinely reviewed to prevent disruptive or unsafe ad placements.
- Invalid Traffic Filtering: Our systems block unregistered bundle IDs and deactivate non-compliant publishers.
- Viewability Assurance: We partner with accredited vendors to validate whether an ad meets visibility requirements per campaign criteria.
- Industry Compliance: Bidfuse is certified under TAG’s anti-fraud program and follows IAB and MRC best practices to minimize fraud and enhance transparency.
Enforcement & Remediation
Bidfuse maintains a clear Anti-Fraud Governance and Take Down Policy. We run frequent audits—both internally and through independent third-party reviews (e.g., quarterly TAG CAF checks). Suspicious apps or traffic sources are promptly flagged, investigated, and, where necessary, deactivated.
If a bad actor is detected, they are removed from the platform and receive a formal suspension notice. Similarly, advertisers who violate our ad quality thresholds face account suspension, with direct communication from our quality assurance team.
Bidfuse’s platform operates in full alignment with MRC, TAG, and IAB frameworks.
For inquiries or to report a concern, please reach out to our SQA Team – Security & Quality Assurance Team via Help Center or Contact Us form.