< View all news


AOL will make reasonable endeavours to minimise the risk of ad misplacement on its properties and platforms. The processes that form the basis of these endeavours are outlined below.


AOL manually vets all 3rd party websites before acceptance to our platforms to ensure that they only contain appropriate content for our advertisers. The same vetting process is carried out for websites accessed via our RTB exchange partners. Our ad server and filtering technologies prevent ads from being served to URLs which are not on our approved list.

We also adhere to specific whitelists and/or blacklists supplied by agencies or advertisers and use a combination of in house and 3rd party tools to monitor where ads are delivered. Across owned and operated sites contextual targeting can be used to exclude advertisers from unsafe content.

Self service clients using our platforms are able to add sites to a campaign or advertiser blacklist within the UI.


The below listed content categories are prohibited across Aol and 3rd party websites where adverts are served. Any sites identified across these content categories are blocked and added to a blacklist.

• Adult

• Offensive Language

• Hate Speech

• Illegal Downloads/Streaming

• Drugs Rating


In the event that an ad appears on a website which a client deems inappropriate, clients should contact their Account Manager. The campaign can be paused whilst the relevant people investigate, on request from the client. All take down requests received within UK business hours (Monday-Thursday 9am-5.30pm, Friday 9am-5pm) will be actioned within one working day, or within the timescales specified in individual terms and conditions, with best endeavours for this to be done immediately. The contractual consequences of not taking down an advertisement in accordance with AOL's take down policy are agreed with the buyer on a case by case basis.

Self service clients using our platforms are able to pause the campaign or add sites to a blacklist, if required AOL can investigate and if found to contain inappropriate material the site will be removed from use.