Inventory Policy

All Inventory Providers must adhere to this Inventory Policy in order to supply media to the ownerIQ Demand Side Platform (DSP).

  1. Geo Location - All ad opportunities must correspond to users based in the United States or Canada.
  2. GDPR Compliance - EU inventory is prohibited. The GDPR flag in the Regs.ext.gdpr object must be 0.
  3. Media Channels - Inventory must be from pre-approved channels, only including one or more of the following: Desktop Display, Mobile web Display, Desktop Video, Mobile Web Video, In-App Display, In-App Video
  4. COPPA Compliance - Inventory from sites that are directed at children under 13 years of age or users who are known to be under 13 years of age is prohibited. The COPPA flag in the regs.coppa object must be 0.
  5. Tracking Opt-Out - Inventory from users who have opted out of receiving targeted ads is prohibited. The device.dnt (Do Not Track) and device.lmt (Limit Ad Tracking) fields must be 0.
  6. Domain Transparency - Obfuscated or misrepresented inventory is prohibited. All inventory must contain the complete URL for the ad opportunity and creative must render on that URL.
  7. User ID Required - All opportunities must have a Cookie ID/Adnet ID or a Mobile Ad ID (MAID).
  8. Matched Users - Only inventory from synced cookie IDs is accepted unless pre-approved.
  9. VPAID Video - Only VPAID compliant inventory is accepted.
  10. Multi-solicit - Inventory Providers must only send one bid request for each request it receives from a publisher.
  11. Bid Caching - Bids may not be reused for subsequent impressions. Bids placed on a specific opportunity must serve on that opportunity.
  12. Seller Identification- All inventory must contain a valid value for site.publisher.ID and
  13. QPS Caps - Inventory Providers must adhere to channel specific QPS caps unless otherwise pre-approved.
  14. IBV - In-Banner Video, inventory presented as in-stream video that is served in a banner placement instead, is strictly prohibited.
  15. Domains - For Desktop and Mobile Web Display, no inventory must be sent to ownerIQ from blacklisted domains.
  16. Ad Sizes - ownerIQ must not be sent inventory from any blacklisted ad sizes.
  17. IPs - ownerIQ maintains a list of IPs that we will not accept inventory from. Sending inventory from those IPs is prohibited.
  18. Blacklisted Users- ownerIQ maintains a list of users (cookie IDs as well as MAIDs) which have been deemed fraudulent. Inventory from these users is prohibited.
  19. Apps - Inventory from Apps ownerIQ has blacklisted is prohibited.
  20. IAB Spiders and Bots List - All inventory must be scrubbed against this list before it is sent.
  21. TAG DCIP blocklist - All inventory must be scrubbed against this list before it is sent.
  22. Industry Memberships - Trustworthy Accountability Group and IAB memberships required.
  23. Ad Fraud - The following practices are prohibited: Pixel Stuffing, Ad Stacking, Ad Injection.
  24. Auction Type - Auction Type (first price, or second price) must be identified in the field.
  25. Ads.txt - All inventory must be Ads.txt compliant. If a publisher has an Ads.txt page posted then only approved Sellers are permitted to sell that inventory on the ownerIQ platform.
  26. TAG Certifications - All Inventory Providers must have, or be pursuing, the following TAG certifications: Certified Against Fraud, Certified Against Piracy, and Certified Against Malware.
  27. User Mismatch - The Cookie ID or Mobile ID identified in the bid request must be the same ID for the user when an ad is delivered.
  28. Fraudulent Inventory - ownerIQ will not pay for any inventory deemed to be fraudulent.
  29. OMSDK Apps - Only OMSDK compliant inventory is accepted.


  • GDPR: The General Data Protection Regulation (EU) 2016/679, and/or any corresponding or equivalent nationals laws. Applies in the European Economic Area (EEA).
  • COPPA: Children's Online Privacy Protection Act ("COPPA"), 16 CFR Part 312, imposes certain requirements on operators of websites or online services directed to children under 13 years of age, and on operators of other websites or online services that have actual knowledge that they are collecting personal information online from a child under 13 years of age.
  • DNT: “Do Not Track” flag as set in the header by the browser, where 0 = tracking is unrestricted, 1 = do not track. Field “device.dnt”
  • LMT: “Limit Ad Tracking” signal commercially endorsed (e.g., iOS, Android), where 0 = tracking is unrestricted, 1 = tracking must be limited per commercial guidelines. Field “device.lmt”
  • MAID: (Mobile Ad ID) For iOS devices this is the IDFA (Identifier for Advertising) and for Android devices this is the AAID (Google Advertising ID). These can be provided as one of the follow: Pure Device ID, MD5 Device ID, SHA1 Device ID, ‘Other' Device ID(s) MD5 of IP Address + User Agent
  • Ad Stacking: Multiple ads being stacked on top of the same ad placement.
  • Pixel Stuffing: Compressing ads into a 1×1 pixel size and serving it on a page.
  • Ad Injection: Ad injection is a technique by which ads are surreptitiously inserted in web pages without getting the permission of site owners or paying them.


If there are any questions please reach out to

Updated February 4, 2019