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“发布者政策”）描述了适用于通过Smaato服务向Smaato提供网站、移动网站、应用程序、移动应用程序、联网电视、流媒体服务平台和/或任何其他数字媒体以实现货币化的任何个人或实体（“发布者”）的广告标准。任何由发布者向Smaato提供的此类网站、应用程序、移动应用程序、联网电视、流媒体服务平台或其他数字媒体在此称为“发布者媒体”。“Smaato服务”（a）通过一个实时竞价平台识别合适的需求方；（b）为可供最终用户的无线设备访问的发布者媒体上投放广告（“广告”）提供便利；（c）为发布者实现发布者媒体的变现管理；及（d）可在https://www.smaato.com/ 或https://www.smaato.cn网站、通过使用某些在线软件以“软件即服务”（“SaaS”）的形式提供，包括Smaato SDK 和Smaato发布者平台（“SPX”）。
The following guidelines and policies (“Publisher Policies”) of Yu Guang Information Technologies (Shanghai) Co., Ltd. (“Smaato”) describe the advertising standards applicable to any person or entity that makes websites, mobile websites, applications, mobile applications, connected television or over-the-top platforms, and/or any other digital properties available to Smaato for monetization via the Smaato Services (“Publisher”). Any such websites, mobile websites, applications, mobile applications, connected television or over-the-top platforms, or other digital properties made available by Publisher to Smaato shall be referred to herein as the “Publisher Properties”. The “Smaato Services”, as may be defined in the relevant agreement(s) between Publisher and Smaato, (a) identify the proper demand partner through a real-time bidding platform; (b) facilitate the delivery of demand partner advertisements (“Ads”) to the Publisher Properties; (c) allow Publisher to manage the monetization of its Publisher Properties; and (d) are available at or through https://www.smaato.com/, or https://www.smaato.cn/ as a software-as-a-service (“SaaS”) by using certain online-based software, including the Smaato SDK and the Smaato Publisher Platform (“SPX”).
为了使用Smaato服务，发布者同意遵守本发布者政策以及与Smaato签订的任何其他适用协议。发布者同时有责任确保其遵守可能适用于使用Smaato服务的所有法律、法规和规章。任何违反本发布者政策的行为，Smaato有权自行决定按以下规定处理。
In order to use the Smaato Services, Publisher agrees to abide by these Publisher Policies and any other applicable agreements entered into with Smaato. Publisher is also responsible for ensuring compliance with all applicable laws, rules, and regulations that may apply to its use of the Smaato Services. Any violation of these Publisher Policies is subject to enforcement as provided below, in Smaato’s sole discretion.
Smaato保留随时更新本发布者政策的权利。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。若发布者在收到通知后继续使用Smaato服务，即表示发布者同意遵守更新后的发布者政策。
Smaato reserves the right to update these Publisher 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 subsequent to such notice, Publisher agrees to abide by the updated version of these Publisher Policies.
2. 服务资格
Eligibility of Services
发布者在与Smaato订立合同时，应向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：
Publisher is required to provide Smaato with complete, true, accurate, and effective information and documents when concluding the agreement with Smaato, as applicable, including but not limited to:
- 发布者主体身份证明，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；
Publisher’s identification, e.g. business license, bank account, ID of the legal representative, contact information, etc;
- 其他任何证明主体身份、业务经营合法性的必要文件。
Any other documents necessary to prove the subject qualification and the legitimacy of the business.
- 发布者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有权对发布者提供的上述资料和文件进行审查，并单方面决定发布者是否有资格使用Smaato服务。
Publisher represents and warrants that it is legally qualified, licensed, and permitted to operate its business. Smaato reserves the right to determine whether Publisher 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发布者政策的规定，发布者特此声明并保证：
Furthermore, in accordance with all applicable laws, rules, and regulations and these Publisher Policies, Publisher represents and warrants that:
- 其将遵守广告行为准则，例如，向用户的电子邮箱发送广告应取得用户的事先同意；以弹出等形式发布的广告，应当显著标明关闭标志（如“退订”、“关闭广告”等），确保一键关闭；
it abides by the advertising code of conduct, e.g. an Ad delivered to an email sent by a user should obtain such user’s prior consent; pop-up Ads should be delivered with manifest click buttons (e.g., “unsubscribe”, “close the ad”, etc.);
- 其将负责审核投放至发布者媒体的广告内容；
it is responsible for reviewing the content of Ads delivered to the Publisher Properties;
- 广告将以安全和健康的形式展示，例如，在适用法律法规的要求范围内，互联网广告应当具有可识别性，显著标明“广告”；以及
Ads will be displayed in a safe and healthy form, e.g., Internet Ads should be identifiable and prominently marked with “advertisement” to the extent required by applicable laws, rules, and regulations; and
- 对于任何非法或不当的广告，其将在接到Smaato的要求后立即采取必要的措施。
it will immediately take necessary measures to handle any illegal or inappropriate Ads as Smaato requests.
3. 广告内容规范
Ad Content Control
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，某些广告内容被限制或禁止向SPX投放或向Smaato提供。
Pursuant to applicable laws, rules, and regulations in the People’s Republic of China (“China”), or for the purpose of protecting the rights and interests of Smaato, Smaato’s partners, and any other third parties, certain Ad content is prohibited or restricted from being delivered to SPX or otherwise made available to Smaato.
发布者可以访问Smaato的需求政策（包括其中提到的禁投广告内容指南以及限投广告内容指南），以了解更多关于此类禁投和限投广告内容的信息。如需求政策中所述，请注意，需求政策中列出的禁止和限制广告内容，包括禁投广告内容指南和限投广告内容指南中华提供的相应示例，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。
Publisher can visit Smaato’s Demand Policies (including the Prohibited Ad Content Guidelines and Restricted Ad Content Guidelines referenced therein) to learn more about such prohibited and restricted ad content. As stated in such Demand Policies, please note that the prohibited and restricted Ad content listed in the Demand Policies, including the associated examples and details provided in the Prohibited Ad Content Guidelines and Restricted Ad Content Guidelines, are non-exhaustive and Smaato reserves the right to update them at any time.
对于任何展示或含有禁投内容或不符合规定的限投内容的广告，发布者应采取必要的措施，删除、暂停或屏蔽此类广告。Smaato同时保留要求发布者对任何Smaato认为不合规的广告采取及时、适当措施的权利。
For any Ads presenting or containing prohibited content or non-compliant restricted content, Publisher shall take necessary measures to delete, suspend, or block such Ads. Smaato also reserves the right to require Publisher to take timely and proper measures on any Ads that Smaato considers inappropriate.
4. 安全要求及发布者媒体规范
Security and Publisher Property Requirements
一般规定
General
- 除另经Smaato批准，发布者媒体必须由其拥有、经营或控制。
The Publisher Properties must be owned, operated, or controlled by Publisher unless otherwise approved by Smaato.
- 发布者媒体不得侵犯Smaato或任何第三方的权利和/或利益，包括但不限于Smaato或任何第三方所享有的知识产权。
The Publisher Properties shall not infringe the rights and/or interests of Smaato or any third parties, including but not limited to the intellectual property rights of Smaato or any third parties.
- 禁止仅以收集广告展示量为目的发布者媒体。
Publisher Properties which exist for the sole purpose of gathering Ad impressions are prohibited.
- 发布者媒体不得制造虚假或无效的广告点击量或展示量。
The Publisher Properties shall not generate fraudulent or invalid clicks or impressions.
- 发布者必须保证发布者媒体的安全性、稳定性，以及确保遵守适用法律、法规、规章和国家强制性标准。
Publisher must ensure Publisher Properties’ security, stability, and compliance with applicable laws, rules, regulations, and compulsory national standards.
Smaato SDK使用规范
Use of the Smaato SDK
一旦发布者下载、安装、访问或以其他方式使用Smaato SDK，发布者则有义务遵守Smaato发布者协议项下的相关要求以及Smaato SDK许可协议（访问地址为：https://www.smaato.cn/sdk-license-agreement/）。
If a Smaato SDK is downloaded, installed, accessed, or otherwise used by the Publisher, Publisher shall be subject to relevant requirements under the Smaato Publisher Agreement, as well as the Smaato SDK License Agreement (available at https://www.smaato.cn/sdk-license-agreement/).
5. 技术要求
Technical Requirements
应用程序/广告空间设置
Application/Adspace Setup
应用程序和广告空间应在 Smaato 发布者平台 (SPX) 内完成设置，并应符合以下要求：
Applications and adspaces must be set up within SPX and adhere to the following requirements:
- 应用程序和广告空间名称的组合必须识别流量源、广告展示位置和请求的横幅尺寸大小（非加密）。
The combination of application and adspace name must identify the traffic source, placement of the Ad, and the requested banner size (non-cryptic).
- 应用程序和广告空间的详细信息必须提供一个有效的URL地址，该URL地址能够链接至接收广告的广告库存：
The application and adspace details must provide a valid URL that links to the inventory where the Ads are embedded:
- 应用程序内：有效的应用商店链接。
In-App: Valid app store link.
- 移动应用程序必须在官方的、行业认可的应用商店发布。如有任何例外情况（如非官方的第三方应用商店、预装应用程序或区域限制）需事先提交给Smaato团队并获得批准。
Mobile applications must be published in official, industry-recognized app stores. Any exceptions (e.g., non-official third-party app stores, pre-installs, or regional limitations) must be submitted to and approved by the Smaato Team.
- 移动网页：有效的网站域名。
Mobile Web: Valid website domain.
- 应用程序的类型及目录必须与其内容相匹配。
The application type and category must match its content.
透明度
Transparency
以下要求与发布者必须在每个广告请求中向Smaato发送、并在SPX内的设置中提供的信息有关。一般来说，每个广告流量来源（即网站域名或移动应用）必须在 SPX 中按单个网站/应用进行分割。实际流量来源必须与 SPX 内提供的或广告请求中披露的流量来源相匹配。对于应用内流量和移动网页流量的要求有所不同。
The following requirements relate to the information Publisher must send to Smaato in each Ad request and provide in the setup within SPX. In general, each Ad traffic source (i.e., website domain or mobile application) must be split by single website/application in SPX. The actual traffic source must match the disclosed traffic source provided within SPX or the Ad request. The requirements differ for in-app traffic and mobile web traffic:
- 应用内流量
In-App Traffic
- 程序包（Bundle）/应用信息必须在SPX中的应用详细信息的下载URL中提供。（程序包必须符合由相关应用商店定义的标准格式。）
The bundle/application information must be provided in the App Details’ Download URL within SPX. (The bundle must conform to the standard format defined by the relevant app store.)
- 如适用，广告ID及同意必须随广告请求发送。虚假广告ID将被视为欺诈。
If applicable, the advertising ID and consent should be sent within the Ad request. Fake advertising IDs will be considered fraudulent.
- 移动网页流量
Mobile Web Traffic
- 必须提供广告展示位/广告展示网页的完整 URL 信息
The full URL information of the Ad placement/Ad hosting webpage must be provided.
可视性
Viewability
为了确保广告展示量的真实性，广告必须：
To ensure the authenticity of impressions, Ads must be:
- 明显可见的（即，不隐藏，不在展示页面外，不叠加，或不填充）；以及
Visible (i.e., not hidden, out of page, stacked, or stuffed); and
- 在页面内容中合理放置并正确定位，具有类似内容的广告数量或密度应为可接受的。
Placed reasonably and oriented correctly within the content, including an acceptable number or density of Ads in relation to the content.
视频
Video
视频广告空间还需遵守如下附加要求：
Video adspaces must also abide by the additional following requirements:
- 视频广告空间比如正确标注为以下类型之一：
Video adspaces must be labeled correctly as one of the following types:
- 插播广告：广告空间位于视频播放器之内，在视频内容之前、期间或之后展示广告。
Instream: Adspace located within a video player with Ads displayed before, during, or after video content.
- 外播广告：广告空间位于页面内容之中。
Outstream: Adspace located within content.
- 插页广告：全屏广告空间位于两个页面内容之间。
Interstitial: Full screen adspace located between two pages of content.
- 奖励广告：用户观看视频将获得非金钱形式的奖励。
Rewarded: User receives a non-monetary reward for viewing a video Ad.
- 广告空间尺寸大小必须与库存类型匹配（例如，全屏插页）。
Adspace dimensions must match the inventory type (e.g., full screen interstitial).
- 视频在播放过程中必须是可点击的（除了奖励广告空间中）。
Video must be clickable throughout play (except on rewarded adspaces).
- 根据Smaato的要求，比如提供视频投放的演示样本和/或测试环境。
On request by Smaato, a demo and/or test environment of video placements must be provided.
6. 广告请求策略
Ad Request Strategy
- 如果发布者收到“当前无可匹配广告需求”的响应，必须间隔至少10秒，才能发布新的广告请求。
If Publisher receives a “Currently no ad available” response, the interval between new Ad requests must be at least 10 seconds.
- 只有当发布者媒体出现在屏幕上时，发布者才可以发送广告请求。
Publishers may only request Ads when Publisher Properties are on screen.
- 对于无限滚动的发布者媒体，发布者必须仅在即将可见的区域内插入广告。
For infinite scroll Publisher Properties, Publisher must insert Ads in soon-to-be visible areas only.
7. 广告刷新
Ad Refresh
- 除粘性广告外，在发布者媒体内容发生变化前，发布者不得刷新广告。
Except for sticky Ads, Publisher must not refresh Ads prior to a change in the content of the Publisher Properties.
- 发布者只能刷新可见广告。
Publisher may only refresh Ads that are viewable.
- 发布者不得允许背景流量（如：在诸如全屏视频的覆盖元素后不得刷新广告）；及
Publisher must not allow background traffic (i.e., no Ad refreshes are permitted behind covering elements such as full screen videos).
- 广告刷新率（即在刷新前的广告曝光时间）必须至少为30秒。
The refresh rate (i.e., the time an Ad impression is shown prior to replacement) must be at least 30 seconds.
- 视频广告不得自动刷新。
Video Ad placements should not be automatically refreshed.
8. 广告定位及外观
Ad Positioning and Appearance
- 发布者不得：
Publisher must not:
- 过于密集投放广告，堆叠广告，或将广告无间隔紧密投放；
Excessively advertise, stack Ads, or place Ads next to each other;
- 将广告展示在如下位置：
Place Ads:
- 将大小为300 x 250及以上的广告放置在页面上方；
Above the fold for 300 x 250 or larger Ads;
- 将广告放置在移动网站页脚的下方；或
Below the footer of mobile website Publisher Properties; or
- 将广告投放在非互动区域，包括但不限于锁屏页面和应用程序外空间；
In non-interactive areas including, but not limited to, the lock screen and out-of-app spaces;
- 投放隐藏或不可见的广告；
Place hidden or invisible Ads;
- 重设比例、格式化、旋转或修改广告；或
Rescale, format, rotate, or modify Ads; or
- 除本发布者政策中规定的奖励广告外，投放有奖广告（例如，发布者允许投放奖励视频广告，但前提是向最终用户提供的奖励必须（a）由发布者指定为奖励广告，（b）仅提供给允许展示视频广告的应用程序；（c）是虚拟的，即没有任何货币价值））；发布者应承担由提供此类奖励引起的所有责任与义务。
Place incentivized Ads, except for rewarded videos as provided herein (e.g. Publisher may allow rewarded video advertising, provided that the rewards offered to end-users for viewing the Ads are: (a) designated as a rewarded Ad by Publisher, (b) for the app in which the video Ad is displayed, and (c) virtual, i.e., having no monetary value); Publisher shall assume all responsibility and liability for such rewards.
9. 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, including but not limited to the applicable laws, rules, and regulations of China.
除Smaato根据发布者与Smaato签订的任何适用协议所享有的权利和救济外，任何违反本发布者政策的行为都可能导致Smaato中止为发布者媒体提供Smaato服务。Smaato进一步保留中止发布者的其他媒体使用Smaato服务、拒绝未来的发布者媒体使用Smaato服务或终止发布者账户的权利。
In addition to Smaato’s rights and remedies under any applicable agreements Publisher entered into with Smaato, any violation of these Publisher Policies may result in the suspension of the Publishers Properties from the Smaato Services, in Smaato’s sole discretion. Smaato further reserves the right to suspend other Publisher Properties on the Smaato Services, reject future Publisher Properties, or terminate Publisher’s account.
10. 联系方式
Contact
如有关于本发布者政策的任何问题，请联系traffic-quality@smaato.com。
Please contact traffic-quality@smaato.com with any questions regarding these Publisher Policies.