MGID Creative Safety Rankings - USA

As a pioneer in native advertising, MGID defines the native advertising ecosystem and is passionate about increasing the ad integrity of our clients. We have included a creative guide to explain how to make great ads. If you have any further questions, please do not hesitate to contact your account manager.

To achieve the highest level transparency for our partners and to create highly informative — yet digestible — information, MGID will divide your ads between two Advertising Safety Rankings: High and Medium, taking the guesswork out of where your ad will fall.

In order to reach ultimate cooperation, mutual understanding and maximum transparency of the moderation process, we ask you to carefully read the key factors in content and creative evaluation for MGID.


Moderators assign rankings based upon MGID creative and content policies and the overall design of each ad unit. Moderators reserve the right to set the ranking that they consider the most accurate according to our policies.


High Safety Ranking is given to ads that display clean and innocuous advertising both in design and promoted content. Practices that include fake elements, both in creatives and content, aggressive clickbait, and suggestive or sexual materials are not permitted for High Safety Ranking. Provocative language, highly controversial issues, and any depictions of violence are also prohibited for this ranking. Ultimately, ads with the High Safety Rankings are designed to inform and compel through their quality in both design components and advertised content.


  • Strong grammar
  • Informative and compelling titles
  • High resolution images
  • Thumbnail images are recognizable and properly oriented
  • Clean image design 


  • Hyperbolic concepts 
  • Colloquial language
  • Personalized information in headlines, e.g. personal attributes, including but not limited to a person’s race, ethnic origin, age or name


  • Cluttered photoshopping or amateurish concepts
  • Fake elements
  • Concepts designed to provoke
  • Provocative language, controversial topics/issues 
  • Depictions of violence 
  • Aggressive clickbait
  • Suggestive or sexual materials 



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Medium Safety Rankings is given to ads that are considered adult, whether for its design or advertised content. This ranking is designed for ads that wish to promote material that may be restricted to an older audience, in which parental guidance is suggested for a younger audience. Non-clean or designs considered to be amateurish will also fall under this category.

Creative content can also include sexual topics and non-explicit suggestive imagery, as well as violence in news or entertainment media. Subject matter can be more controversial with strange, odd or peculiar imagery, along with the permission of sensational, shocking or outrageous topics both sexual and non-sexual in nature. However, creative content must not contain nudity, pornography, erotica, or explicit sex.



  • Strong grammar
  • Thumbnail images are properly oriented
  • Clean image design 


    • Amateurish design concepts
    • Hyperbolic concepts
    • Colloquial language, catchy words/phrases and slang
    • Thumbnail images can be less pixel-peepable
  • Personalized information in headlines, e.g. personal attributes, including but not limited to a person’s race, ethnic origin, age or name
  • Aggressive, disgusting and shocking ad concepts
  • ‘Shock’ words in titles
  • Images depicting females that evoke sexual desire, celebrities included


  • Gruesome concepts
  • Graphic sexual nudity
  • Pornography or erotica
  • Explicit depictions or mentionings of sex
  • Cluttered photoshopping

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