最近更新时间：2020年12月14日
Last updated: December 14, 2020
1. 引言
Introduction
以下誉广信息科技（上海）有限公司（“Smaato”）的指南及政策（本“需求政策”）描述了适用于使用Smaato服务的任何需求方平台、广告网络或广告代理商（“需求合作方”）的数字化广告标准，前述Smaato服务的定义与Smaato和需求合作方间签订的相关协议中的规定一致（“Smaato服务”）。Smaato服务：（a）促成需求合作方广告通过发布者媒体（如网站、移动网站、应用程序、移动应用程序、互联网电视平台或其他可供Smaato使用的数字媒体）向终端用户的设备进行交付和插入；以及（b）由访问地址为https://www.smaato.com/ 或https://www.smaato.cn/ 的网页和软件组成，包括Smaato的实时竞价（RTB）平台。
The following guidelines and policies (“Demand Policies”) of Yu Guang Information Technologies (Shanghai) Co., Ltd. (“Smaato”) describe the digital advertising standards applicable to any demand side platform, advertising network, or advertising agency (“Demand Partner”) using the Smaato services as defined in relevant agreement(s) between Smaato and Demand Partner (“Smaato Services”). The Smaato Services (a) facilitate the delivery and insertion of Demand Partner advertisements (“Ads”) through publisher properties (such as websites, mobile websites, applications, mobile applications, connected television platforms, or other digital properties made available to Smaato) to end-users’ devices and (b) may be composed of web pages available at https://www.smaato.com/, or https://www.smaato.cn/, and software, including the Smaato real-time bidding (RTB) platform.
为了使用Smaato服务，需求合作方同意遵守本需求政策以及与Smaato签订的任何其他适用协议。需求合作方同时有责任确保其遵守可能适用于使用Smaato服务和/或需求合作方在使用Smaato服务时提供广告的所有法律、法规和规章。任何违反本需求政策的行为，Smaato有权自行决定按以下规定处理。
In order to use the Smaato Services, Demand Partner agrees to abide by these Demand Policies and any other applicable agreements entered into with Smaato. Demand Partner is also responsible for ensuring compliance with all applicable laws, rules, and regulations that may apply to the use of the Smaato Services and/or the advertisements the Demand Partner supplies in using the Smaato Services. Any violation of these Demand Policies is subject to enforcement as provided below, in Smaato’s sole discretion.
Smaato保留随时更新本需求政策的权利。如果更新内容含有重大变化，Smaato将通过电子邮件通知更新内容。若需求合作方在收到通知后继续使用Smaato服务，即表示需求合作方同意遵守更新后的需求政策。
Smaato reserves the right to update these Demand Policies at any time. If an update includes material changes, Smaato shall provide notice of such update via email. By continuing to use the Smaato Services after such notice, Demand Partner agrees to abide by the updated version of these Demand Policies.
2. 服务资格
Eligibility of Services
需求合作方在根据其与Smaato签订的协议使用Smaato服务时，需要向Smaato提供完整、真实、准确、有效的信息和文件（如适用），包括但不限于：
Demand Partner is required to provide Smaato with complete, true, accurate, and effective information and documents when using the Smaato Services under the relevant agreement(s) between Smaato and Demand Partner, including but not limited, as applicable:
- 需求合作方主体身份证明 – 例如，营业执照、银行账号、法定代表人身份证、联系人信息等等；
Demand Partner’s identification – for example, business license, bank account, ID of the legal representative, contact information, etc.;
- 广告内容及广告服务相关资质证明 – 涉及某些受管制的行业的产品和服务的广告，相关广告主应提供适用法律法规要求的所有有效执照/证书/许可证，如：ICP许可证、互联网药品信息服务许可证等；
Qualifications relating to Ads and advertising – for Ads of products and services in certain highly regulated industries, effective licenses/certificates/permits of the relevant advertisers to the extent required by relevant laws and regulations, such as an ICP License, license for Internet drug information services, etc.;
- 授权证明 – 当广告内容涉及与第三方合作，使用第三方知识产权或其他类似场景时，需提交相关授权和/或证明文件；以及
Authorization or certification – when the advertising content is the product of cooperation with a third-party, uses a third-party’s intellectual property, or other similar scenarios, relevant authorization and/or proof documentation; and
- 适用法律法规要求和/或Smaato不时要求的其他任何必要的证明主体资格、从业资格及广告内容合法性的文件。
Any other documents necessary to prove the subject qualification and the legitimacy of the business and advertising contents, as required by applicable law and regulations and/or as may be required by Smaato from time to time.
需求合作方声明并保证其具有合法的主体资格，并具有经营相应业务的合法资质/许可/授权。Smaato有权对需求合作方提供的上述资料和文件进行审查，并单方面决定需求合作方是否有资格使用Smaato服务。
Demand Partner represents and warrants that it is legally qualified, licensed, and permitted to operate its business. Smaato reserves the right to determine whether Demand Partner is eligible to use the Smaato Services based upon a review of such information and documents provided.
此外，根据适用法律法规以及本需求政策的规定，需求合作方特此声明并保证：
Furthermore, in accordance with all applicable laws and regulations and these Demand Partner Policies, Demand Partner represents and warrants that:
- 其将遵守广告行为准则，例如，禁止通过欺骗手段诱使任何用户点击广告；
it abides by the advertising code of conduct, e.g. tempting any user to click an Ad by deceptive means is prohibited;
- 由其对广告内容的真实性、合法性和准确性负责，在投递广告主提供的广告前审查相关证明文件并甄别广告内容；
it is responsible for the truthfulness, lawfulness, and accuracy of the Ad contents, and for checking relevant documents and screening the content of the Ads before delivering the Ads provided by the advertisers; and
- 以健康、安全的表现形式表达广告内容，并清晰标明广告来源。
the Ads have safe and healthy formats with their source being clearly identified.
- 对于任何非法或不当的广告，Smaato有权自行决定采取如删除广告等必要的措施。
Smaato has the right to take necessary measures, such as removal, with respect to any illegal or inappropriate Ads, in Smaato’s sole discretion.
3. 广告内容规范
Ad Content Control
一般规定
General
根据中华人民共和国（“中国”）的适用法律、法规和规章，和/或出于保护Smaato、Smaato的合作伙伴以及任何其他第三方的权利及利益之目的，某些广告内容（请参见下文所列）被限制或禁止向最终用户展示或向Smaato提供。
Pursuant to applicable laws, rules, and regulations in the People’s Republic of China (“China”), and/or for the purpose of protecting the rights and interests of Smaato, Smaato’s partners, and any other third parties, certain Ad content (as listed below) shall be restricted or prohibited from being delivered to end-users or made available to Smaato.
请注意，广告主应始终对其提供的广告内容的合法性负责。本需求政策（包括禁投广告内容指南和限投广告内容指南）无法穷尽列举禁投和限投的广告内容，为此，Smaato保留随时更新广告内容规范的权利。
Please note that advertisers shall always be responsible for the legitimacy of the advertising content they provide. The prohibited and restricted Ad content under these Demand Polices (including the Prohibited Ad Content Guidelines and the Restricted Ad Content Guidelines) can never be exhaustive, and Smaato reserves the right to update them at any time.
禁投内容
Prohibited Content
需求合作方禁止提供或投放含有下列内容，或为以下内容进行介绍、宣传的广告：
Demand Partner is prohibited from serving or providing Ads that feature or promote any of the following content that:
- 危害国家公共利益的；
Harms the public interest of China;
- 涉及或可能被认为涉及政府文件的；
Is or may be considered a government document;
- 虚假或具有误导性的；
Is false or misleading;
- 含有成人性质、暴力、恐怖主义和/或歧视性的；
Is of the nature of being adult-only, violent, terrorism, and/or discriminatory;
- 危险物品或服务；
Promotes dangerous products or services;
- 烟草及烟草制品；
Promotes tobacco;
- 博彩类；
Promotes gambling and/or lottery;
- 国家保护野生动植物；
Encourages consumption of protected animals and/or plants;
- 特殊医疗服务、药品和/或医疗器械的；
Promotes special medical services, drugs, and/or medical equipment;
- 部分金融和/或商务服务；
Promotes or features certain financial and/or commercial services;
- 侵犯第三方合法权利和/或利益的；
Infringes the rights and/or interests of a third-party;
- 含有不当内容的；
Is inappropriate for being advertised;
- 损害或侵犯Smaato和/或Smaato的合作方的权利和/或利益的；
Harms or infringes the rights and/or interests of Smaato and/or Smaato’s partners;
- 涉及非法所得或任何非法产品、非法活动和/或非法服务的；
Generates illegal gains or otherwise promotes illegal products, activities, and/or services;
- 其他任何违反中国法律法规，或侵犯Smaato和/或任何第三方的权利和/或利益的；
Violates any laws, rules, or regulations of China or infringes any rights and/or interests of Smaato and/or any third parties.
对于上述禁投内容的更多信息及指南，包括不完全示例，请进一步参见禁投广告内容指南，该指南已纳入并成为本需求政策的一部分。
For additional details and guidelines regarding the prohibited content above, including non-exhaustive examples of such content, please refer to the Prohibited Ad Content Guidelines, which are incorporated into and form a part of these Demand Policies.
限投内容
Restricted Content
针对特定人群（如未成年人）或涉及某些特殊行业的敏感产品（如游戏、医药、金融等）投放的广告，必须符合适用法律法规的限制性内容（及任何其他）要求，包括但不限于中国及广告所投放的任何其他司法管辖区的适用法律、规则和法规。有关限投内容的更多信息和指南，包括涉及内容限制的特殊行业的不完全示例，请参考限投广告内容指南，该指引已纳入并构成本需求政策的一部分。
Ads targeting a specific group of people (e.g., minors) or involving sensitive products in some special industries (e.g., gaming, pharmaceutical, financing, etc.) must comply with the restricted content requirements (and any other requirements) under applicable laws, rule, and regulations, including but not limited to the applicable laws, rules, and regulations of China and any other jurisdiction within with the Ads are served. For additional details and guidelines regarding restricted content, including non-exhaustive examples of the special industries involving content restrictions, please refer to the Restricted Ad Content Guidelines, which are incorporated into and form a part of these Demand Policies.
某些特殊产品或服务的广告需要经过有关机关的内容审查（如医疗、药品、特殊医学用途配方食品、医疗器械、农药、兽药、保健食品等），在通过该内容审查之前，不得向Smaato投放或提供此类广告。
Some Ads for special products or services are subject to content screening by authorities (e.g., medical services, drugs, formula food for special medical use, medical instrument, pesticides, veterinary drugs, dietary supplements), and such Ads shall not be published or provided to Smaato before passing such content screening.
此外，需求合作方的广告可以包含或宣传以下受限制的内容类别，但前提是需求合作方具有相应的资质/证照/许可，并确保该等广告符合适用法律法规的相关要求，包括但不限于中国的适用法律、法规和规章。需求合作方应按照上述第二条（即服务资格）的要求提交相关证明文件。
In addition, Ads may be permitted to feature or promote particular restricted content categories, provided that Demand Partner has appropriate qualifications/licenses/permits and ensures that such Ads comply with applicable laws, rules, and regulations, including but not limited to the applicable laws, rules, and regulations of China. Demand Partner should submit the relevant documents in accordance with the requirements provided in the Section 2 above (i.e. Eligibility of Services).
4. 安全要求
Security Requirements
需求合作方只能通过官方渠道（即通过上述第 1 条中提到的Smaato官方网站或Smaato官方提供的其他方式）获取Smaato软件。需求合作方应正确使用Smaato软件，并尽合理努力确保网络和软件的安全性，避免任何形式的使用危及Smaato软件、Smaato和/或 Smaato的用户或合作伙伴的功能性、稳定性或安全性。
Demand Partner should only access the Smaato software via official channels (i.e., via the official websites of Smaato mentioned in Section 1 above or other means officially made available by Smaato). Demand Partners should use the Smaato software properly and use reasonable efforts to ensure the security of network and the software, and to avoid any kind of use that endangers the functionality, stability, or security of the Smaato software, Smaato, and/or Smaato’s users or partners.
因不当访问或不当使用Smaato软件而造成的一切损失均应由需求合作方承担，需求合作方对由此给Smaato造成的任何损失承担责任。
All damages resulting from improper access or use of the Smaato software shall be borne by Demand Partner, and Demand Partner shall be liable for any such damages to Smaato.
5. 技术要求
Technical Requirements
一般规定
General
- 需求方的目标 URL 必须以支持的标记语言（XHTML或HTML）编写，可在移动网络浏览器中查看，并链接到与适用广告相关的有效移动网站。
Demand Partner’s destination URL must be written in a supported markup language (XHTML or HTML), viewable in mobile web browsers, and link to a working mobile website related to the applicable Ad.
- 在没有用户交互（即点击、触摸等）的情况下，禁止自动跳转或启动下载的广告。
Ads that automatically redirect the end-user or initiate a download without end-user interaction (i.e., click, touch, etc.) are prohibited.
- 禁止闪烁、抖动或误导性、欺骗性广告（例如，模仿知名品牌活动的广告）。
Flashing, shaking, or misleading Ads (e.g., Ads imitating activities from known brands) are prohibited.
- “点击呼叫”电话号码必须将用户与广告商的业务连接起来。禁止使用需要呼叫者进行额外付款的付费或收费电话号码。
“Click-to-call” phone numbers must connect end-users to the advertiser’s business. Toll or fee-based phone numbers that require additional payment by the caller are prohibited.
- 电话号码必须有效（例如，不允许使用传真号码），并且是在需求方合作伙伴广告的目标国家内的本地或国内电话号码；电话号码必须使用目标国家的正确格式。
Phone numbers must be functional (e.g., fax numbers are not permitted) and local or domestic to the Demand Partner’s Ad’s target country; phone numbers must use the correct format for the target country.
- 必须遵循正确的语法规则。
Proper grammar conventions must be followed.
- 允许使用常见的文本信息缩写。
Use of common text message abbreviations is permitted.
- 广告必须可见并正确呈现。
Ads must be visible and render properly.
禁止的创意广告属性
Prohibited Creative Ad Attributes
需求方合作伙伴不得发布具有以下创意属性的广告：
Demand Partner must not serve Ads with the following creative attributes:
- 音频广告（自动播放）
Audio Ad (Autoplay)
- 可扩展广告（自动）
Expandable (Automatic)
- 可扩展广告（用户启动 – 翻转）
Expandable (User Initiated – Rollover)
- 弹出式广告（包括上方、下方和退出时）
Pop (including Over, Under, and Upon Exit)
- 煽动性或暗示性图像
Provocative or Suggestive Imagery
Smaato应在竞价请求的“battr”字段内要求屏蔽上述广告属性。需求合作方必须遵从竞价请求的广告属性。
Smaato shall pass the above blocks in the bid requests within the “battr” field. Demand Partner must respect the Ad attributes of the bid requests.
参数一致性
Parameters Compliance
在通过Smaato服务发送的所有竞价中，需求合作方应包含如下参数：
Demand Partner shall include the following values with all bids sent through the Smaato Services:
- 活动 ID (“cid”)
campaign ID (“cid”)
- “cid”不能是‘0’，也不能用需求或席位ID代替。“cid”可以包含任何拉丁字母、数字或特殊字符，但分号（;）除外。
The “cid”must not be ‘0’ or replaced with a demand or seat ID. The “cid” can contain any latin alphabet, number, or special characters except for semicolons (;).
- 创意ID (“crid”)
creative ID (“crid”)
- 不得随机传递参数（包括活动ID、创意ID或席位ID）。
No passed parameter (including campaign ID, creative ID, or seat ID) should be randomized.
- 席位ID
seat ID
- 广告主域名（adomain）
Advertiser domain (adomain)
- 广告主域名必须匹配广告主落地页面的顶级域名。当应用商店页面为落地页面时，广告主域名须为应用的等效 URL，而不是完整的应用商店 URL（例如，Age of Empires 的应用域名应为 “ageofempires.com” 而不是 “ensemblestudios.com” 或 “play.google.com/store/apps/[AppName]”）。The adomain must match the top-level domain for the advertiser landing page. App store destination adomains must represent the application’s equivalent URL, and not the full app store URL (e.g., the adomain of Age of Empires would be “ageofempires.com” and not “ensemblestudios.com” or “play.google.com/store/apps/[AppName]”).
- 所有的广告主域名必须以下列格式传递，且不包含附加的子域、路径或字符：[AdvertiserName].com
All adomains must be passed in the following format, with no additional sub-domains, paths, or characters: [AdvertiserName].com
- 广告主域名应与落地页面URL一致且不能导致：
adomains should match the landing page URL and should not lead to:
- 一个“在建设中”的落地页面；
an “under construction” landing page;
- 一个托管域名；
a parked domain;
- 一个404错误页面或空白网页。
a 404 error page or blank page.
- iurl
iurl
- iurl 必须是实际的创意图像（或代表性图像），而不是指向 html 页面或通用占位符图像的链接。
The iurl must be the actual creative image (or representative image), and not a link to an HTML page or generic placeholder image.
- 属性
Attribute
- 类别(cat.)
category (cat.)
6. 通用视频指南
General Video Guidelines
- 视频需求必须尊重发布者竞价请求的屏蔽属性（如自动播放、声音开/关）。
Video demand must respect the blocked attributes of the publishers bid requests (e.g. auto play, sound on/off).
- 视频广告的推荐最长时长为30秒。
The recommended maximum duration for a video Ad is 30 seconds.
- 时长超过 15 秒的视频广告应可跳过或有关闭按钮。
Video Ads of more than 15 seconds in duration should be skippable or have a close button.
- 以下广告空间尺寸禁止使用视频广告：320×50, 300×50, 216×36, 168×28, 120×20。
Video Ads are prohibited for the following ad space dimensions: 320×50, 300×50, 216×36, 168×28, 120×20.
- 自动播放视频广告必须在投标响应中包含创意属性（6）。
Autoplay Video Ads must include the creative attribute (6) in the bid response.
- 不允许在横幅视频广告中为 VAST/VPAID 执行过多的客户端请求。
In-Banner Video Ads performing excessive amounts of Client Side Requests for VAST/VPAID are not allowed.
- VAST 广告套利是不被允许的。
VAST Arbitraged Ads are not permitted.
- 不支持AdPods.
AdPods are not supported.
VAST指南
VAST Guidelines
- Smaato 支持 VAST 4.0,3.0 以及 2.0
Smaato supports VAST 4.0, 3.0, and 2.0.
- 允许使用VAST线内（VAST InLine）及VAST包装（VAST Wrapper）
VAST InLine and Wrapper are permitted.
- 视频广告必须仅提供给有视频功能的投标请求。
Video Ads must only be served to video-enabled bid requests.
- 广告时长最少为 5 秒，最多 60 秒。
Ads should be a minimum of 5 seconds and a maximum of 60 seconds in duration.
- VAST 包装 （VAST Wrapper）必须解析为一个带有媒体文件的线内响应。
VAST Wrapper must resolve into an in-line response with a media file.
- VAST XML 响应不得为空。
VAST XML responses must not be empty.
- 仅允许不超过 3 个 VAST 包装器（VAST Wrapper）重定向到一个 VAST线内（VAST in-line）。
No more than 3 VAST wrappers that redirect to one VAST in-line are permitted.
- VAST 必须符合 IAB发布的 OpenRTB标准的最新版本。
VAST must comply with the latest version of IAB OpenRTB specifications.
- 随播横幅应作为结束贴片在视频播放完毕后进行展示。
Companion Banners are displayed as End Cards after the video completes.
- Smaato将根据发布者的要求在投标请求中指明相关的资源类型（静态、HTML或Iframe）。
Smaato will indicate the relevant Resource type (Static, HTML or Iframe) in the bid request as requested by the publisher.
- 视频比特率：我们建议不要发送低于 250 kbps 和高于 4Mbps 的视频文件。
Video BitRate: We recommend not sending video files below 250 kbps and above 4Mbps.
- 视频类型应在投标请求中按如下方式注明：
Video Types are indicated in bid requests as follows:
- 外播视频广告：imp.video.ext.outstream 的值为 1。
Outstream Video: imp.video.ext.outstream has a value 1
- 奖励视频广告：imp.video.ext.rewarded 的值为 1
Rewarded Video: imp.video.ext.rewarded has a value 1
- 插播视频广告：imp.video.startdelay 值为
Instream Video: imp.video.startdelay has the value
- 视频播放前：0
Pre-Roll: 0
- 播放过程中：-1
Mid-Roll: -1
- 播放结束后：-2
Post-Roll: -2
VPAID指南
VPAID Guidelines
- Smaato支持VPAID 2.0。
Smaato supports VPAID 2.0.
- VPAID 应该严格地仅限于使用在广告单元内传递互动或动态内容，而不是用于任何形式的客户端随机交互。
VPAID should strictly be used only for delivering interactive or dynamic content within the ad unit and not for any sort of client-side arbitration.
- VPAID 在视频对象的 api 字段中表示为：imp.video.api = 2
VPAID is indicated in the api field on the Video object: imp.video.api = 2
- VPAID 支持的 MIME 类型仅为应用程序/java客户端脚本（javascript）
MIME Type supported by VPAID would always be application/javascript
7. 执行政策
Enforcement Policy
Smaato可自行决定采取一切必要措施，以确保遵守中国的适用法律、法规和规章。
Smaato may take all necessary measures, in Smaato’s sole discretion, to comply with applicable laws, rules, and regulations in China.
除Smaato根据需求合作方与Smaato签订的任何适用协议所享有的权利和救济外，任何违反本需求政策的行为都可能导致Smaato服务上的违规广告被拦截或屏蔽。此外，Smaato保留屏蔽其他广告和/或终止需求合作方账户的权利。
In addition to Smaato’s rights and remedies under any applicable agreements Demand Partner entered into with Smaato, any violation of these Demand Policies may result in the suspension or blocking of violating Ads on the Smaato Services. Additionally, Smaato reserves the right to block other Ads on the Smaato Services and/or terminate Demand Partner’s account.
8. 联系方式
Contact
如有关于本需求政策的任何问题，请联系ad-quality@smaato.com 。
Please contact ad-quality@smaato.com with any questions regarding these Demand Policies.