Brand Suitability
Gaming brand suitability
Assess game content, expected audience, placement controls and delivered inventory before approving a gaming ad placement.
A suitable gaming placement matches the brand's content standards, the audience likely to see the ad and the context where it appears. Set the rules before buying inventory, then check the proposed placement and what was delivered. A game's genre or age rating cannot answer every suitability question.
Set the standard
Write down what the brand accepts, what needs individual review and what it will avoid. Make each rule usable by a buyer: for example, a brand might accept stylised combat but exclude graphic violence. Record who can approve an exception and what evidence they need.
Consider Australian game classification information as one input when reviewing a game. It does not describe the age of everyone who plays or guarantee the context of an ad within the game.
Consider the campaign experience
Ask the seller how the ad will appear during play and request an example of the player experience where available.
The session context can also differ: mobile gaming may involve multitasking and short bursts of 5–10 minutes, while console or PC sessions may be longer. Use this as a prompt to assess the campaign context, not as a substitute for evidence about the proposed placement.
Assess the audience separately
Ask for audience evidence for the proposed ad inventory, including its Australian share if the campaign is limited to Australia. A game suitable for children may have many adult players. An adult-restricted game rating does not verify the age of every person who receives an ad.
For an age-sensitive product, check the applicable advertising rules and the controls available on the actual buying path. The ABAC Responsible Alcohol Marketing Code may be relevant to campaigns for alcohol. A game rating alone cannot establish compliance with applicable standards. Other regulated products need their own assessment.
Match rules to buying controls
A direct arrangement may specify the game and approved ad surface. A broader app buy may rely on app identifiers and exclusions. Ask which controls apply to the proposed inventory and what happens when a game or app cannot be identified. The IAB Content Taxonomy supplies common content labels, but a shared label does not prove a seller classifies or excludes inventory as the brand expects.
For Display & Video 360, consult the current platform documentation and confirm which controls apply to the proposed buying path. Verify that the effective controls meet the brand's requirements.
| Question | Evidence to request |
|---|---|
| Is the game suitable? | Classification and consumer advice where available, plus a view of relevant gameplay |
| Is the audience suitable? | Audience composition for the proposed inventory and how it was estimated |
| Is the placement suitable? | Game or app identifier, ad format and example of the player’s view |
| Can delivery be checked? | Available app-level reporting, unidentified-inventory treatment and an escalation route |
If content labels feed targeting or suitability controls, ask which Content Taxonomy version they use. Version 3.0 includes updates to support games and app stores, and its changes are not backwards-compatible with earlier releases.
Key steps to assess gaming ad suitability
- Verify game suitabilityCheck classification and consumer advice, plus view relevant gameplay
- Confirm audience suitabilityRequest audience composition for the proposed inventory and estimation method
- Review placement contextObtain game or app identifier, ad format, and example of player’s view
- Ensure delivery can be monitoredConfirm app-level reporting, treatment of unidentified inventory, and escalation route
Check delivery
Agree when placement reports will be reviewed and who can pause affected inventory. Compare delivered app identifiers with the approved list or exclusions. Investigate unidentified inventory before accepting it as suitable. If an unexpected placement appears, retain the evidence, limit further delivery and verify the corrective control before resuming.
An approval should identify the game, audience evidence, ad context and limits of the available controls.
How to validate a gaming ad placement
- Agree on review timing and pause rightsDefine when reports are reviewed and who can halt delivery
- Compare delivered inventory with approved listCheck app identifiers against approved or excluded apps
- Investigate unidentified inventoryDo not accept as suitable without verification
- Retain evidence and verify fixesIf unexpected placement occurs, limit delivery until corrective control is confirmed
In this guide
- Reviewing game content before a brand placementIdentify the exact game, inspect gameplay around the proposed ad and record the conditions of approval.
- Defining categories of games a brand will avoidTurn brand concerns into clear game exclusion definitions, thresholds, buying controls and exception rules.
- Responding to unexpected placements in a gaming campaignDocument, pause, investigate and correct an unapproved gaming ad placement before resuming delivery.
