What is the Brand Safety Seal?
The Brand Safety Seal is an icon that appears next to your Approved ad creatives inside the client interface. This seal indicates that your creative:
-
Meets internal brand safety and content quality standards
-
Is eligible for optimal reach across our publisher network, including premium placements
You’ll see the seal displayed as a shield icon with the tooltip:
“Meets brand safety standards”
What Does the Yellow Yield Icon Mean?
If your creative is approved but doesn’t meet our premium standards, it will instead display a yellow yield icon with the tooltip:
“Limited eligibility on some premium publisher inventory”
This does not mean your ad is rejected — it simply means it may be excluded from certain high-quality publisher environments that require compliance with more stringent guidelines (such as, Apple News)
Why This Matters
Some publishers require additional levels of creative quality and brand alignment. Even though your ad may pass general review, failing to meet these thresholds could reduce the scope of delivery.
By watching for the Brand Safety Seal, you’ll gain insight into:
-
Whether lower ad traction is due to creative quality, not just bid or CTR
-
How your creatives compare against premium standards
-
Opportunities to improve reach by submitting new ad variations
Tips to Earn the Seal
Improve your chances of receiving the Brand Safety Seal by:
-
Avoiding low-resolution or graphic imagery
-
Writing relevant, professional headlines and branding
-
Steering clear of misleading or overly aggressive language
-
Ensuring your landing page matches the tone and promise of your ad
For a detailed breakdown of content guidelines and best practices, visit our Ad Copy Policies.
Take Action
If you notice that your creatives are only displaying the yellow icon:
-
Consider submitting additional versions with improved image quality and clearer headlines; or
-
Reach out to your account manager for further assistance identifying what may be limiting your campaign's reach
Note: It's normal to see the yellow yield icon immediately after your ad is approved. Automated checks for the Brand Safety Seal run in the background and usually finish within an hour. If a creative qualifies, the icon will update to the green shield.