Ad experience guidelines
The advertising experience on your spaces reflects on both you and the advertisers whose campaigns you run. Publicit sets minimum standards to ensure the user experience remains positive across all inventory on the platform.
Core principles
The ad should not hijack the experience. Users come to your site for your content, your programme, your publication, or your location. Advertising should be present without being disruptive to the extent that it drives people away.
The context should match the brand. When you approve a campaign, you're vouching that the advertiser's brand fits your environment. The experience around the ad should reinforce the placement, not undermine it.
Transparency. Users and audiences should be able to identify that advertising is advertising — no deceptive placement, no ads disguised as editorial without appropriate labelling.
Digital ad experience
For websites and apps serving digital advertising:
Permitted formats
Standard display banners in clearly defined ad zones
In-content native units labelled as "Sponsored" or "Advertisement"
Video units (in-stream and out-stream) with skip options where appropriate
Newsletter placements clearly separated from editorial content
Not permitted
❌ Pop-up ads of any kind
❌ Auto-playing video with sound on page load
❌ Full-screen interstitials before content loads
❌ Ads that obscure content and cannot be dismissed
❌ Ad density exceeding 30% of total page content
❌ Sticky ads covering more than 30% of the viewport
❌ Ads that are not dismissible when they overlap content
Physical and broadcast ad experience
For outdoor, TV, radio, and print:
Outdoor — placement must not obscure safety signage, obstruct traffic visibility, or violate local planning regulations
TV — ad breaks must comply with applicable broadcasting standards (CNMC regulations in Spain)
Radio — ad content must be separated from editorial content; live mentions must be disclosed as advertising
Print — advertising pages must be clearly distinguishable from editorial pages, or labelled as advertising content
Advertiser brand safety
When approving campaigns for your spaces, consider whether the advertiser's brand is appropriate for the context:
Does the product category match your audience's expectations?
Could the advertiser's brand or messaging cause concern for your regular users or viewers?
Is the creative format appropriate for the placement?
You always have the right to reject a campaign that doesn't fit your editorial values or audience expectations. Use it — the publisher approval process exists precisely to protect the integrity of your inventory.
Why this matters for your revenue
Publishers who maintain high-quality ad experiences attract better campaigns at higher rates. Advertisers pay premiums for environments where their brand is well-presented and their audience is engaged. A poor ad experience increases user churn, reduces audience quality, and ultimately makes your spaces less valuable — to users, to advertisers, and to you.
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