Silverbullet is committed to providing the highest level of brand safety for advertisers, while ensuring brands receive the high level of performance they have come to expect of us.

In our commitment to brand safety, we have stringent internal policies that we adhere to for each and every campaign we run. In addition to our human filters and internal solutions, we can also offer additional brand safety through our partnerships with leading brand safety industry partners.


Our teams regularly review and update our blacklists to help us block suspicious sites, or those that present a threat to brand safety. Our blacklists are both URL and vertical based. Through a combination of advanced proprietary algorithms, leading third party vendors and human review, we actively qualify individual websites and continuously monitor and evaluate the inventory we buy to ensure that any objectionable sites are blacklisted straight away.
The vertical categories we always block against include (but are not limited to):

  • Adult content
  • Bot networks
  • Dating services
  • Gambling
  • Hate and racism speech
  • Illegal downloads
  • Illegal drugs
  • Offensive language
  • Political and religious sites
  • Weapons
  • Violence

Our blacklist can be requested by clients to be viewed at any time. Please contact your sales representative for more information. We are also open to blacklists from clients that may be more or less extensive or more focused on particular areas of sensitivity that the client has identified.


Whitelisting is generally applied for specific campaign strategies. Just like with blacklisting, we are able to take a client’s mandated whitelist for campaign configuration, although it can limit our inventory reach and machine learning.

If an advertiser/agency would like to use their own verified ‘blacklists’ or ‘whitelists’, this is indeed possible. Please inform your local sales representative at the time of initial booking.

Additional Controls

We work with additional market-leading content verification partner(s). In addition to our internal brand safety measures, we can offer clients third party pre-bid segments to allow targeting around brand safety within the programmatic auction process. Using this solution ensures that advertisers ads will only appear on appropriate content that has been classified as ‘safe’ before we place and win bids within the auction.

  • Adult content
  • Alcohol
  • Hate Speech
  • Illegal Downloads
  • Illegal Drugs
  • Offensive Language
  • Violence

Takedown Policy

Silverbullet uses a number of methods to ensure brand misplacement does not occur and our internal teams will remove any advertisements that are deemed offensive immediately. In the unlikely event that an advertisement appears against content that is deemed inappropriate by the advertiser, the advertiser should contact our Campaign Operations team (

Inside our working hours (9am-5:30pm GMT) ads will be removed within 2 hours of the initial alert, however we will endeavor to remove ads immediately. Outside of working hours, requests will be carried out within the timescales stated in individual terms and conditions as agreed with the advertiser. Once the ad is removed, we will investigate the matter fully and add the offending site to our master blacklist.

The contractual consequences of not taking down an advert in accordance with our Takedown Policy are evaluated and agreed with the buyer on a case by case basis.

Ad Fraud Mitigation Measures

Our experienced team of data scientists and engineers use a range of techniques to analyse and eliminate fraudulent traffic to ensure we bid on ‘human’ traffic. We also partner with third party verifiers as a further precautionary measure to prevent ad fraud. If you have any questions about any of the information contained in this document please contact us using our contact us form.