Last updated Jul 2, 2025

Rokt Ads Policies

Advertisers leverage Rokt to acquire customers at scale; in a channel with proven conversion propensity - the Transaction Moment. Rokt's platform helps advertisers achieve business outcomes by delivering relevant offers and experiences, thus increasing engagement and conversions. Furthermore, Rokt’s network unlocks access to billions of Ecommerce transactions and engaged customers.

Rokt supports the following campaign objective types for 3rd party Advertisers -

• Traffic
• App Install
• Promotion
• Credit Card Application

Creative Requirements

Rokt requires that all advertising copy on our platform meets professional standards. This section outlines the mandatory standards for all advertising copy on the Rokt platform, ensuring professional, compliant, and effective communication across all campaigns.

General copy standards:

• Include the advertiser’s brand name in the creative copy (title or body copy), even if it appears prominently in the logo.
• Creative titles must be three words or more. If exactly three words are used, the title must not include the customer’s first name. The following patterns are not allowed: a one-word title such as “Congratulations!” or a three-word title with first name, such as “Thank you {rokt.firstname|shopper}”.
• Only refer to the customer’s name '{rokt.firstname|}' once throughout the creative copy.
• Avoid excessive repetitive messaging across title and body, and CTA intended to elicit engagement (e.g., repeating “Get $20 off”). Generally, repeating the same message 3 or more times is considered repetitive.

Language, formatting, and style:

• Ensure correct spelling, formatting and grammar for the market where the campaign is running (e.g., use "Realise", not “Realize”, for a UK campaign).
• Ensure proper word spacing; merged or overly spaced words (e.g., "winaprize" or "w i n") are not allowed.
• Do not use unnecessary repetition (e.g.,“deals, deals, deals”).
• Do not use excessive punctuation: use each symbol or punctuation mark (such as !, $, #, ?, or *) only once per phrase.
• Do not use gimmicky or emoticon-style punctuation (e.g., ";-)", "<3").
• Do not use all-caps capitalization, including for emphasis words such as FREE or CHEAP.
• Do not use title case capitalization of non-proper nouns; Rokt will determine on a case-by-case basis if a noun can use title case (i.e. to adhere to a Brand’s messaging.)
• Do not use italic, bold, or other modified fonts for emphasis.

Notable exceptions:

• When a Brand’s offering (e.g., ABC Bank Everyday Cash Card) is capitalized as a result of product branding and marketing, we may align our creative capitalization with that of the Brand, provided that the capitalization is also consistent with their website.
• An asterisk “*” is only allowed when referring to the Disclaimer. The asterisk should appear immediately after the referenced text and be used once per unique claim. The disclaimer should begin with an asterisk.

Approval decision examples

Example creatives	Approval decision
Click for the latest fashion trends and hottest sales! Get 10% off your first purchase.	Rejected—Advertiser brand missing
Receive 20% off when you register! Register today and receive 20% off.	Rejected—Repetitive messaging to elicit engagement
ABC Apparel has the latest fashion trends and hottest sales! Get 10% off your first purchase.	Approved—the Advertiser and offer are clearly articulated.
[Creative Title] Congrats, {rokt.firstname|to you}!	Rejected—Creative title is fewer than 3 words
[Creative Title] Thank you, {rokt.firstname|shopper}!	Rejected—Creative title is exactly three words and uses {rokt.firstname}
Purchase a new phone for $10 from Acme Company.	Rejected—Not clear that the offer is condition dependent.
Purchase a new phone for $10 on a 24 month plan from ABC Company. Terms & Conditions.	Approved—Clear to the user what will happen next and acknowledges the conditions associated with the offer. Note: Terms & Conditions will be a clickable link.
You've been chosen by Partner name to get four tickets to ABC cinema for a dollar. Find out how!	Rejected—Suggests affiliation and recommendation on the Partner’s behalf.
Acme Apparel has the latest fashion trends and hottest SALES! Get 10% off your first purchase.	Rejected—Inappropriate capitalization in the word SALES
Win a free balloon from Acme Company. Click yes please to find out more!!!	Rejected—Repeat exclamation marks.

Call to Action (CTA) Requirements

All creative formats include a positive call to action (CTA) that must be compliant with our creative requirements. While all creatives are usually displayed with both a positive and negative call to action, only the positive call to action is customizable by the advertiser, with a limit of 20 characters.

The most common is ‘Yes please’ and its non-English equivalent (e.g. Sí, por favor; Oui, merci; Zum angebot, はい、お願いします). The response copy must not be a term that could be confused with broader Partner site navigation commands (e.g., next, continue, proceed, advance).

The negative call to action for all English creatives is “Decline”, or its non-English equivalent (Décliner, Ablehnen, 拒否する, Rechazar), and is not customizable by the advertiser.

Offer format requirements

There are three primary creative formats available on Rokt layouts: Standard, Benefits, and Savings. Below are the character and image guidelines for each format:

Standard Format

• Use Case: General offer messaging
• Permitted Image Types: Logo, Product Image, Credit Card Image.
• Text Components & Limits:
  • Title: Minimum 5 characters and maximum 50 characters
  • Title & Body Copy: Maximum 175 characters combined. Specifically, Body Copy may be up to 175 characters, less characters used in Title.
  • Positive Call to Action (CTA): Maximum 20 characters.

Example of Standard Format:

Benefits Format

• Use Case: Highlighting multiple key features or benefits of an offer
• Permitted Image Types: Logo, Credit Card Image. (See Section 4.2.4 for detailed Image Requirements).
• Text Components & Limits:
  • Title: Minimum 5 characters and maximum 80 characters
  • Benefits Copy: Each individual benefit point text has a maximum limit of 50 characters. You must provide 3 distinct benefit points.
  • Positive Call to Action (CTA): Maximum 20 characters.

Example of Benefits Format:

Savings Format

• Use Case: Clearly presenting a specific monetary saving or discount amount
• Permitted Image Types: Logo, Credit Card Image. (See Section 4.2.4 for detailed Image Requirements).
• Text Components & Limits:
  • Title: Minimum 5 characters and maximum 125 characters . (Note: We recommend keeping titles under 100 characters for optimal display across devices).
  • Promotion or discount amount: Values expressed as a dollar amount (see example)
  • Positive Call to Action (CTA): Maximum 20 characters.

Example of Savings Format:

Image Requirements

As a Brand, you’ll show a logo or product image alongside your creative text in some layouts. Images are not guaranteed to be displayed alongside the creative text, so the creative text must communicate the message and adhere to the broader campaign policies independently to the image. Our Digital Asset Manager makes it very easy for Brands to adhere to these requirements and they are provided in detail below for reference.

Rokt layouts support the following image formats:

• A brand logo is a brand logo or wordmark without other content.
• A brand icon is a small icon representing the brand.
• A product image is an image that showcases the use of a product or service.
• A credit card image is an icon, or card art, of a credit card(s) or payment method(s).

Rokt requires that all imagery on our platform meets professional standards and complies with our broader campaign policies. We adhere to the following logo and image standards:

• Logos, product and credit card images must be high-quality to be sure they render well on devices with retina display. Exact requirements are outlined in the formatting table, below.
• Logos can be the brand or product logo/name and take up at least 80% of the overall image area.
• Logos and Credit Card images require a transparent background.
• All meaningful contents of the logo or image must be clear and legible when the image is scaled to 600px width. E.g. Illegible cardholder name on a credit card is acceptable.
• Logos and images must be static; animation is not permitted.
• Watermarks are not permitted.
• Brands must own the rights to the image or have proper licensing and verifiable business permissions to use them.
• Images and logos must comply with Rokt’s broader campaign policies, including those regarding prohibited, sensitive, and illegal content. As a general rule, any image that depicts violence, harm, discrimination, or could evoke discomfort or distress is unacceptable. Our approval committee will exercise discretion when reviewing any questionable images.

This section outlines Rokt’s Product Image-specific policies:

• A product image must be directly related to your product or service. For example, a smiling face is acceptable for a dental product/service, but unacceptable for food subscription. Rokt has complete discretion when deciding what is appropriate.
• A logo can be superimposed over a product image, as long as it’s legible when the image is scaled down to 600px wide. Specifically, the superimposed logo must take up >20% of the total image area.
• Text can not be overlaid onto a product image. Only text that is an inherent part of the image—such as branding, product names, or legally required information—is permitted.

This table outlines the required image assets, formats, and specifications needed to ensure consistent, high-quality rendering across all layouts:

Item	Requirements	Example(s)
Brand Logo	- File formats: .png - Aspect ratio: 1:1 & 1.91:1 - Square 1:1     ∘ Minimum: 600 x 600     ∘ Recommended: 1200 x 1200 - Rectangular 1.91:1     ∘ Minimum: 600 x 314     ∘ Recommended: 1200 x 628 - Max file size: 10MB - Transparency: Required - Cropping: Logo should be tightly cropped and occupy at least 80% of the image area. Minimize padding or empty space around the icon or wordmark to ensure visual impact. - Dark mode: Recommended to provide both a light and dark version of the logo for optimal visibility across different backgrounds.	1:1 icon based logo 1:1 combination of icon and wordmark 1.91:1 combination of icon and wordmark
Brand Icon	- File formats: .png, .jpg - Aspect ratio: 1:1 - Square 1:1     ∘ Minimum: 600 x 600     ∘ Recommended: 1200 x 1200 - Max file size: 10MB - Transparency: No transparency - Cropping: Maintain at least 15% padding between your icon’s key visual elements and the edges of the square image. This will allow your icon to be centered and fully visible when rendered in a circle.	1:1 brand icon
Product Lifestyle Image	- File formats: .png, .jpg - Aspect ratio: 1:1 & 1.91:1 - Square 1:1     ∘ Minimum: 600 x 600     ∘ Recommended: 1200 x 1200 - Rectangular 1.91:1     ∘ Minimum: 600 x 314     ∘ 1200 x 628 recommended	1:1 product or lifestyle image
Credit Card Image	- File formats: .png - Aspect ratio: 1.91:1 - Rectangular 1.91:1     ∘ Minimum: 600 x 314     ∘ Recommended: 1200 x 628 - Max file size: 10MB - Transparency: Required - Cropping: Card image(s) should be tightly cropped. Minimize padding or empty space around the image to ensure visual impact.	1.91:1 credit card image, transparent background

T&Cs, Privacy & Disclaimer

Additional terms & conditions, privacy policies, and/or disclaimers may be utilized to ensure compliance and transparency. Additional requirements may apply as required by law or by Rokt.

Visible disclaimers are required when:

• Legal or regulatory requirements: For age-restricted products (e.g., alcohol, gambling), the minimum age must be clearly stated (e.g., “Must be 21+ to participate”).
• Material conditions or limitations exist: Any condition that would significantly alter the customer’s understanding of the offer (e.g., “$10 phone with 24-month plan required”).
• Advertiser-vertical specific requirements: For verticals such as paid cashback/rewards, visible disclaimers must detail ongoing costs after a trial period or other key eligibility requirements.

Disclaimers will be displayed in-full below the offer. When using an asterisk in the creative copy, the disclaimer should begin with an asterisk as well.

For terms & conditions and privacy policies, Brands can upload content to Rokt so that it displays within the Rokt layout or provide a link to an external page/s on their site. In either scenario, the customer navigates to the content via clickable text (Terms & Conditions, Privacy Policy) which appears alongside the offer.

Feature	Definition	Example Use Cases	Format
Terms & Conditions	Any applicable rules related to the Brand’s offer. General terms of use should be covered on the Brand’s site and are not a valid use for Terms & Conditions.	If a customer is entitled to 10% off, the Terms & Conditions must explicitly state all caveats to the offer (e.g., $100 minimum spend, new customers only, expires Jan. 1).	Link to website or freeform text
Disclaimer	Applicable limitations and caveats (e.g. fine print) on the material eligibility of the offer. Disclaimers may only be utilized to provide necessary details about the offer that are not included in the Terms & Conditions. Disclaimers must be fewer than 100 characters in length with grammatically correct punctuation, and ending in a period where applicable. Disclaimers must not include URLs - instead, refer to T&Cs for more information.	Fine print for an offer that may be required, by law or by Rokt, to be disclosed (e.g., must be 21+ to participate).	Freeform text
Privacy Policy	Disclosure on the handling of customers' data and related privacy concerns. May include data usage, storage, transmission, deletion, etc.	Disclosing how customer data will be used in cases where a customer may be inputting their PII data.	Freeform text, may include link

Coupon Requirements

Coupons and coupon codes must be linked to the Brand and creative such that they are consistent with the customer’s consent and expectations when received via email.

Brands are prohibited from using the name "Rokt", or any reference to “Rokt”, in any coupon codes to unlock discounts. "Rokt" is an intermediary technology and not intended for direct consumer-facing promotions.

Landing Page Requirements

Creatives must include a hyperlink to the Brand’s landing page. Rokt sets and enforces policies around links and their associated landing pages.

Links and landing pages must:

• Use HTTPS protocol.
• Contain offers matching and relevant to those indicated in the creative copy.
• Be viewable in commonly used browsers like Chrome, Safari, Edge and FireFox.

Links and landing pages must not:

• Contain any deceptive or prohibited content or techniques.
• Contain any personally identifiable information (PII).
• Link to a page where the back button is disabled or which interferes with a customer’s capacity to navigate.

Other requirements:

• Brands must not substantively update their linked landing pages without notifying their Rokt account manager or emailing support@rokt.com.

Customer Confirmation Emails (CCEs)

Partner branded Customer Confirmation Emails (CCEs) may be used to support a Rokt Ads campaign to remind the customer of how to access their offer. CCEs are a “transactional email” rather than a conventional “bulk marketing email”. The difference is that a “transactional email” is a direct response to a customer trigger (click/referral) and contains highly valuable information necessary for a customer to take the next step. For this reason, the offer should be differentiated from the Brand’s standard marketing offer such that it brings additional value to the customer. This may be in the form of a coupon code, promo code, differentiated landing page and/or offer with an expiry date.

CCEs should not be used to support Rokt Ads campaigns with generic branding messages or offers that do not provide the customer with additional value. For example, the offer should not be generally available from the Brands’ (product) home page (which is easily searchable) or require entry into a sweepstake (offer not guaranteed).

CCEs must:

• Only include 1 email in the nurture sequence.
• Be sent within one hour of the referral.
• Include the brand name in the title copy within the body of the email.
• Clearly articulate the offer without superfluous information.
• Comply with campaign editorial guidelines.

Note that the CCE sender domain, name, subject line, header and footer are all controlled by the Partner.

Audience Targeting Requirements

Rokt allows Brands to show campaigns to specific groupings of customers. Rokt sets policies to ensure that personalization is appropriate, measured, and does not negatively impact the customer experience. As such, Brands must not:

• Target customers for which their products or services are not suitable or appropriate. For example, alcohol Brands must restrict age targeting to appropriate age in the market, i.e., 21+ in the US.
• Use sensitive personal information (defined below) for the purpose of forming audiences and targeting.
• Present campaigns or links to any sites that contain, assert, or imply knowledge (whether true or not) of any sensitive personal information.
• Target, or upload the data of, children under 16.

What is Sensitive Personal Information?

Sensitive personal information is considered, in its broadest sense:

• Sexual behavior or orientation.
• Racial or ethnic information.
• Political affiliation.
• Trade union membership.
• Religion or religious/philosophical belief.
• Negative financial status or personal hardship.
• Health or medical information such as health conditions, treatments or procedures.
• Status as a child under 16.
• Status of having committed or allegedly committed any crime.
• Divorce or marital separation.

This includes all information, whether or not it is correct, or whether actual or inferred.

Audience Targeting with Custom Audiences

Brands may use custom audiences to target or suppress customers across the Rokt network.

To positively target a known individual using PII, a Brand must have that individual’s explicit consent to market to them. That is, the customer should reasonably expect to hear from the Brand due to a pre-existing relationship where the customer provided marketing consent and shared their PII. The Brand can then integrate the PII required to target (e.g., phone or email) with Rokt as a customer list from their CRM or in real time via a Rokt SDK or API integrated with their website or systems.

To retarget a group of unknown individuals (e.g., website visitors), a Brand can rely on device or other non-PII identifiers (e.g., Rokt Click ID) provided the target group includes at least 1,000 individuals and the customers do not receive invasive messaging about specific behaviors.

To exclude (suppress) customers using targeting, a Brand can use either PII or device based IDs without needing minimum target group size.

Data protection, Privacy & Security

Any personal information or personal data Brands receive that is collected from customers via a campaign on the Rokt network must not be:

• Disclosed, sold, rented, forwarded, made public.
• Shared in any way with any other third party.
• Used other than to facilitate the services that the customer has consented to participate in or receive from the Brand as specified in the campaign creative.

When storing, transferring and managing this personal information or personal data, all necessary precautions must be taken to prevent a possible data breach and protect against misuse of its consented purpose.

Rokt does not knowingly collect Personal Information from or about children under the age of 16. If we learn that we have collected Personal Information of a child under the age of 16, we will delete that data from our systems. Brands must not knowingly use any personal data about children under the age of 16 when running campaigns on the Rokt network and must cease marketing to any customer referred from the Rokt network if it later becomes evident the customer is under 16.

Advertiser-vertical Specific Requirements

To meet industry regulations and ensure a clear customer experience, it is necessary for certain advertiser categories to have additional campaign, audience and creative requirements. These policies help maintain compliance and enhance transparency.

Paid Cashback & Rewards advertisers must adhere to the following requirements:

1. Clear third-party identification: Include the brand name in the header text, creative copy, and any imagery tied to the creative.
2. Transparent cost disclosure: Accompany creatives with a disclaimer that clearly states that there is a monthly or annual cost beyond any trial period.
3. Accessible terms & conditions: Present T&Cs, which can be hyperlinked to a dedicated tab or directly to the advertisers’ website.
4. Avoid referencing the completed transaction: Refrain from using language that connects offer redemption to the purchase the customer just completed. Examples of prohibited phrases include "cash back on today's offer" or "cash back on this order”.

Sports Betting, Casino, and Lotto advertisers must adhere to the following requirements:

1. Geographic targeting: Campaigns may only target locations (countries, states, or regions) where the promoted activity is legal and where the Advertiser holds the necessary license or state commission approval to serve gambling ads.
2. Age targeting: Campaigns may only target customers who are of legal age to purchase or use the promoted products or services.
3. Age restriction: Clear age restriction must be included in the creative copy or disclaimer as specified by law, e.g. "Must be 21+ to participate." or "18+ only.".
4. Required messaging: In the United States & United Kingdom, responsible gaming language and hotline information are required:
   • US: "Gambling problem? Call 1-800-GAMBLER".
   • UK: "Please gamble responsibly. BeGambleAware.org".
5. Customer eligibility: For promotions, bonuses, and offers, eligibility must be specified (e.g. state residency or jurisdictional limitations, minimum deposit requirements, or time-limited offers).
6. Avoid any guarantees: No offer should suggest that social, financial, or personal success is guaranteed. In other words, no suggestion that gambling is "risk free".

Following these requirements supports a positive experience for customers, advertisers, and our network, driving stronger outcomes for all parties.

Credit cards and loan advertisers must adhere to the following requirements:

1. Targeting: Campaigns are prevented from using advanced targeting features based on protected classes or proxies, as required by law or by Rokt.
   • We remove age, gender, and granular location data (e.g. zip codes) from targeting options, and disable Rokt Machine Learning from considering those attributes when adjusting advertiser bid amounts, globally.

Alcohol and Wine Sellers advertisers must adhere to the following requirements:

1. Age targeting: Campaigns may only target customers who are of legal age to purchase or use the promoted products or services; for example:
   • US: 21+
   • UK: 18+
2. Age restriction: Clear age restriction must be included in the creative copy or disclaimer as specified by law, e.g. "Must be 21+ to participate." or "18+ only."

Sweepstakes advertisers must adhere to the following requirements:

1. Age targeting: Campaigns may only target customers who are of legal age to enter the sweepstakes.
2. Age restriction: Clear age restriction must be included in the creative copy or disclaimer as specified by law, e.g. "Must be 21+ to participate." or "18+ only."
3. No purchase necessary: Sweepstakes campaign must not require a purchase or payment to enter. An alternative free method of entry (AMOE) must be clearly provided and disclosed on the advertiser’s landing page.

Performance Thresholds

Creative

Rokt utilizes a variety of measures to monitor performance. Most notably we enforce a minimum Quality Score (QS) cut off to ensure a minimum level of customer relevance and client value. Any creative that falls below the level isn’t eligible to display. Minimum thresholds are defined by Rokt and can vary by region and partner. We also monitor bounce rate from the landing page - indicating a disconnect in the customer expectations. Whilst bounce rates are factored into Rokt’s predictions, we may take action to pause a campaign if bounce rates are excessively high.

Email Campaigns (Nurture and Customer Confirmation Emails)

The performance of email campaigns (both Nurture and Customer Confirmation Emails), measured through their Unsubscribe Rate, will be actively monitored to ensure they meet the expectations of customers and avoid compromising email sender domains and deliverability. Users will be notified via email and in Rokt One Platform once the warning threshold is reached.

Email campaigns will be automatically paused when the pause threshold is reached, with automated alerts delivered to the campaign account manager via email. The campaign audience will continue to run provided coupon delivery is not required. If coupon delivery is required, and all nurtures are paused, the campaign audiences will also be paused to ensure the customer expectation is met. Paused email creatives due to underperformance are unable to be re-enabled. Instead, a new email creative must be created and approved before setting live.

Unsubscribe Rate Thresholds (based on rolling 30 days of data):

Email Type	Warning Threshold	Pause Threshold*
Customer Confirmation Emails	1%	2%
Nurture Emails	1%	2%

*Note that there is a minimum volume of 2,500 sends before pause thresholds are enabled for a given campaign.