Responding to unexpected placements in a gaming campaign

If an ad appears in an unapproved game or context, preserve the evidence and promptly stop delivery through any supply path that may repeat the placement. Before resuming, establish which control was absent or ineffective. Escalate a possible age-related or other material restriction immediately.

Preserve and identify the placement

Record the game or app identifier if visible, device, country, date and time, creative, ad format, screen capture and route through play. Retain the original complaint or discovery record.

Ask the buyer for the matching line item, deal, exchange, app identifier and delivery period. A screenshot shows that an occurrence was reported; it cannot establish the total impressions or buying path by itself.

Compare the placement with the written campaign rules. Was the game excluded, outside an approved list, incorrectly labelled, or generally acceptable but unsuitable in the scene shown? Determine whether the suspected problem extends to one app, a category, a deal or a wider supply path. Involve the responsible compliance team promptly for an age-sensitive product.

Pause and investigate

Pause enough inventory to prevent another likely occurrence. Narrow the pause only when the cause and affected path are established. Save the settings as they stood before any correction; then compare them with the effective settings at the time of delivery. Investigate missing app exclusions, deal exceptions, unidentified inventory and any game label used to apply an age restriction.

Treat platform settings and reports as evidence to verify against the affected campaign; they do not establish the actual cause on their own.

Before vs After Control Settings

Set a condition for resuming

Ask for a written account of affected dates, identified games, impressions where measurable, cause, correction and owner. Check the revised control in the buying platform and review a fresh placement report after delivery resumes. If affected apps cannot be identified or an effective control cannot be shown, keep the relevant supply path paused or change the buying arrangement.

Do not assume that a control failure or complaint will receive a particular classification. Assess the incident on its evidence and applicable requirements.

Close the incident when the available delivery evidence and effective controls match the approved plan. Keep the record for future briefs.