For Publishers - Safe Exchange

Safe Exchange for


Allowing publishers peace of mind that their audiences are safe from inappropriate content and bad ads.

Grow revenue with audience appropriate, safe demand

Our unique, real time ad quality review allows publishers to safely leverage more demand channels than ever before.


Unlock a wide range of global demand opportunities. Safe Exchange is the trusted supplier of choice for leading global agencies, marketers, and DSPs. Our extensive network of demand enables you to explore fresh prospects and attract additional buyers and campaigns.

By partnering with the Safe Exchange monetization platform, you can now have full ad safety for sensitive audiences while leveraging all demand channels to capture the highest CPM possible.

Keeping Your Audience Safe with Safe Exchange

Most programmatic platforms rely on self-declared IAB advertiser categories to filter ads. This creates serious brand safety issues for Publishers and Audiences alike as categories can be misrepresented or incorrect and often aren’t granular enough to be fully effective.

Safe Exchange sets the bar higher with real human-based review of every ad on our platform.

40% of ads that make it through traditional SSPs blocking still need to be blocked for inappropriate content by our human review team.

60% of bids for rejected ads have the incorrect category declared in the bid response.

43% of streamers said bad ads would drive them to stop using an ad- supported video service.*

* Penthera 2021 U.S. Video Streaming Report

Our Process


New creative is fingerprinted and put into holding.


Ads are prefiltered based on inventory specs.


Safe Exchange team reviews each ad in its entirety.

Reviewers verify and update IAB category and Advertiser name. Creative is then filtered for ad category, content, and tone.


Once creative has been filtered in initial review process, it is stored in our database.

Subsequent presentations of the same creative require only a confirmation of approved status.

Fact Sheet

NOV 17, 2022

Keeping Publishers and Audiences Safe with Safe Exchange

Download the publisher’s guide

Current Partners

Frequently Asked Questions

What are the advantages of the Safe Exchange ad review process over other ad exchanges?

Safe Exchange’s fully human review provides the efficacy and safety that other review platforms can’t offer. At Safe Exchange, our reviewers are company employees and undergo thorough training for accuracy. With a fully managed service, our partners don’t have to devote resources to ensuring a clean ad experience. Safe Exchange allows publishers to unlock the value of full programmatic monetization without concerns of ad safety.

Why is the correct ad category data so important?

Incorrect category data makes blocking ineffective and can result in the wrong audience seeing an inapproporiate ad. Ads from blocked categories can damage your reputation and diminish trust. For instance, it’s common to see political ads incorrectly categorized as health and fitness or gambling ads mislabeled as entertainment.

CTV is a premium format and users expect a premium ad experience.

How do you ensure COPPA, GDPR-K, and CCPA compliance?

When appropriate we anonymize any PII the client application sends to 3rd parties except those allowed under COPPA/GDPR-K and CCPA consent.

Similarly, we send the appropriate ad signalling based on the users’ jurisdiction (ex. LMT/ DNT flag, US privacy consent flag/string, GDPR consent flag/string).

Who manages the Creative Review process?

Our Creative Review process leverages our proprietary technology designed and executed by Safe Exchange Quality Assurance teams. Our reviewers are Safe Exchange in-house employees and undergo thorough training in our creative guidelines.

Can the Creative Review process delay campaigns?

No. Creative is approved or rejected in real-time upon receipt. The SLA for a “first seen” creative ID is 5 minutes. Approved creatives are rendered in milliseconds. Creatives can also be provided for review in advance of a campaign launch.

Do you offer a Creative Review audit?

Yes, we do. Read out.

We’re here to help

Get in touch to see what we can do for you.

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