My application/bundle was denied. How can I resolve this?

We evaluate all applications before approving them for monetization on our platform. This protects publishers, advertisers, and end-users by ensuring quality, transparency, and compliance with industry standards. Decisions are based on IAB Tech Lab guidelines, FTC regulations, app store requirements, third-party vendor insights, and internal audits.

Some reasons for denial are explained at a high level to prevent abuse or backward engineering of our policies. However, wherever possible, we provide guidance on how to resolve issues so that applications may be reconsidered.

Denial Categories & Guidance

1. Ad Quality & Density

Reason(s) Cited In Platform: “Ad Density/Bad Ads”

Reason Background: Excessive ad clutter, misleading placements, or inappropriate advertising. This degrades user experience and harms advertiser spend.
Source: Manual audit, Third-Party Insights
How to Fix:

• Ensure ads do not overwhelm or outweigh content (no more that 4 ads in-view at a time).

• Remove misleading or disguised ad placements.

• Eliminate NSFW or inappropriate creatives.

• Once addressed, bring this to AM/SE/Support and Sovrn will Re-Evaluate

2. Authorization & Supply Chain Transparency

Reason(s) Cited In Platform: “Authorization Not Found”, “Invalid Supplychain”, “Indirect CTV”

Reason Background: Missing or inconsistent app-ads.txt / sellers.json entries, ctv inventory that is sourced indirectly (resellers only), or invalid supply chain implementation.
Source: IAB Tech Lab app-ads.txt, sellers.json, and supplychain validation; Appfigures.
How to Fix:

• ensure you are app-ads.txt compliant and that your supplychain is fully transparent

• compliance is monitored daily by Sovrn. Any updates in compliance should be reflected within 2 business days.

• If you are unsure how to evaluate for proper compliance reference the Supplychain Compliance Matrix below

📃 Supplychain Compliance Matrix

FOR INTERMEDIARIES: CTV inventory must be sourced directly from a designated

OWNERDOMAIN

MANAGERDOMAIN

INVENTORYPARTNERDOMAIN

there should be no additional hops in the schain beyond your own appended node referencing a seller that represents one of the above values outlined in the developer's app-ads.txt file with the exclusion of qualified passthrough partners.

3. Brand Safety & Content Compliance

Reason(s) Cited In Platform: “Brand Safety Risk”, “Copyright Infringement”

Reason Background: Presence of prohibited material such as graphic violence, adult content, profanity, gambling simulations, or NSFW material. Copyright infringement also falls under this category.
Source: Appfigures, PMAL list, manual audit.
How to Fix:

• Remove prohibited or unsafe content.

• Provide proof of license for third-party content.

• Add commentary and analysis that transforms the original content when referencing external material to avoid plagiarism or infringement on Copyright.

• Once infringing material is removed, effectively transformed, or if you possess license to monetize content provide relevant evidence to AM/SE/Support and Sovrn will Re-Evaluate

4. Child-Directed Content

Reason(s) Cited In Platform: “Child-Directed”

Reason: Application determined to be child-directed under FTC COPPA guidelines. Such apps cannot be monetized on our platform.
Source: Appfigures, manual audit, FTC guidance.
How to Fix:

• Review FTC’s child-directed criteria (referenced below)

• If misclassified, provide evidence to AM/SE/Support and request re-review.

5. Disclosure of Programmatic Ads

Reason(s) Cited In Platform: “Programmatic Not Included In Monetization Strategy”

Reason: Application store listing does not disclose advertisements as a form of monetization. The FTC and major app stores require this disclosure.
Source: Appfigures, FTC Truth in Advertising requirements.
How to Fix:

• Update app store listing to explicitly state that the app contains ads.

• Updates to app store listings should be acknowledged within one week by our third-party data sources. If appropriate adjustments have been made, your bundle will be reconsidered for approval

6. Traffic Health

Reason(s) Cited In Platform: “High IVT”

Reason: High invalid traffic (IVT > 15%) at the property level
Source: HUMAN FraudSensor, MediaGuard
How to Fix:

• Ensure IVT measures <1% at account level and that no property is generating IVT in excess of 15%

• Implement IVT scanning through a MRC accredited vendor

• Ensure your inventory is app-ads.txt compliant and has a transparent supplychain

• If you are unsure how to remediate high levels of IVT reference the below best practices

• If you believe you have identified the source of the problematic traffic and made necessary adjustments to reduce IVT, begin sending limited amounts of traffic from the previously denied bundle. Any improvements measured will be acknowledged and reconsidered for approval within 2 business days.

Per contractual obligation with our IVT vendor, Sovrn is unable to share reporting outlining IVT observed any more granular than the account level

7. App Store Compliance

Reason(s) Cited In Platform: “Non-Standardized Bundle”, “Removed From App Store“, “Unmaintained Application“

Reason Background:

• Bundle does not adhere to its respective store's standardized format

• Application is no longer available for download

• Application is unmaintained (no updates in past 12 months or initial release within last 4 months).

Source: Appfigures, IAB Tech-lab, App Store Policies.
How to Fix:

• Follow recognized bundleId formats where applicable (if you are unfamiliar with standard bundle formats, reference table below):

  • Google Play

  • Amazon

  • Apple

  • LG

  • Vizio

  • Samsung

  • Roku

• Keep listings active and compliant with store terms and conditions/developer policies.

• Update apps regularly, address user feedback, and ensure OS compatibility.

• Submit standardized version of application bundle in the Sovrn platform and update request values to reflect new bundle

8. User-Generated Content (UGC)

Reason(s) Cited In Platform: “Unmoderated User-Generated Content”

Reason: Unmoderated forums, comments, or messaging features create brand-safety risks.
Source: Appfigures, manual audit.
How to Fix:

• Implement robust moderation systems.

• Provide evidence of active moderation (filters, reporting tools, staff oversight).

9. Utility Applications

Reason(s) Cited In Platform: “Utility”

Reason: Passive utilities (alarms, VPNs, wallpapers, noise machines, etc.) are not eligible for monetization due to low engagement value.
Source: Appfigures, manual audit.
How to Fix:

• Re-categorize within app store if app provides active engagement.

• Note: true passive utilities remain ineligible.

• If misclassified, bring evidence to AM/SE/Support and Sovrn will Re-Evaluate

10. Incentivized Traffic

Reason: Apps that provide a monetary reward in exchange for viewing ads are prohibited from monetizing on Sovrn’s Exchange
Source: Appfigures, manual audit.
How to Fix:

• Some forms of rewarded ad viewing are ok, reference table below for examples

• If you believe your app falls in to the buckets of approved incentivized ad viewership, bring examples of the reward mechanism to AM/SE/Support and Sovrn will Re-Evaluate

Quick Reference Table

Closing Notes

We encourage developers and those who facilitate monetization for them to resolve issues and re-submit applications where possible. Some denial reasons (e.g., prohibited content, utility classification) may not be reversible. For questions or re-review requests, contact your account manager or support representative with supporting evidence.