Platform Enforcement

AppLovin seeks to create a safe, fair, and transparent ecosystem for publishers to monetize their content and for advertisers to reach prospective customers with useful, relevant products and services. AppLovin also wants to ensure a safe and positive experience for end users. We deploy a series of overlapping policy requirements and technical measures to help ensure the validity of our publisher traffic and the quality and content of advertisements, and to help mitigate the incidence of spam or fraud.

These measures include the following:

Policies and Policy Enforcement

All publishers and advertisers must adhere to AppLovin’s Terms of Use Agreement, Policies for Demand Partners, and Policies for Publishers, which outline AppLovin’s expectations for the publisher content and ads available through the Services, including prohibited and restricted content categories, as well as prohibitions against invalid traffic (e.g., fake clicks, etc.) or the promotion of invalid traffic, and adware. Through a combination of automated tools and manual review, we actively review the Services for policy violations and take appropriate action consistent with our terms and policies.

Account Approval Process

All publishers and advertisers go through AppLovin’s account approval process, which includes verification techniques and other measures designed to help ensure the quality of our publishers and advertisers and the authenticity of their audiences. If publishers or advertisers do not satisfy these processes, they cannot proceed to onboarding.

Publisher Authentication

AppLovin actively monitors and analyzes various metrics to identify fraudulent clicks and impressions, irregular patterns that might indicate invalid traffic, or other indications of invalid activity. We take appropriate action against flagged publishers, consistent with our Terms of Use Agreement and Policies for Publishers, including terminating the accounts of publishers flagged for fraudulent activity.

Automated Ad Review

AppLovin deploys automated tooling to screen and flag ad content for policy violations, including our prohibited and restricted content categories. If the tool detects potential policy violations, the tool flags the ad for further review, and we take appropriate action consistent with our Policies for Demand Partners. If the tool flags advertiser accounts with repeat policy violations, their account will be subject to suspension or termination.

In-Ad Reporting Tool

AppLovin provides an in-ad reporting feature through which end users can flag ads served by AppLovin as “inappropriate” or “broken,” and even identify the policies they believe the ads violate. We take appropriate action against flagged ads, consistent with our Policies for Demand Partners.

Ad Review Tools for Publishers

AppLovin provides publishers with an Ad Review feature, which gives them a readily accessible tool to identify potentially problematic ad content and easily report that content to the relevant network partners for further action.