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Trust & Transparency Every claim on this page can be checked. Endemic in-game advertising only works if both sides can verify it. This is what Haxelo does to each impression, which industry standards that work follows, and which controls you hold — for brands buying the supply and for publishers running it. PrivacyMeasurementFraud preventionBrand safetyGaming specialization IAB Europe TCF Registered Vendor — ID 1452Listed on the IAB Europe Global Vendor List and covered by its vendor compliance programme. Advertise SafelyMonetize Safely One path. Six gates. No exceptions. Nothing about endemic advertising is served straight through. Every impression moves through the same sequence of checks, and both sides of the marketplace are protected by the same gates. Bid requestDemand arrives from a DSP, agency, or direct deal.Consent signals Creative QAAssets are scanned and reviewed before they can serve.Malware & category Publisher controlsPublisher blocklists and category rules are applied.AdCOM taxonomy In-game renderThe creative renders on an endemic surface in the scene.No gameplay block MeasurementVisibility, coverage, occlusion, and time-in-view are evaluated.IAB/MRC aligned Reported impressionInvalid traffic is filtered before the impression is billed.IVT filtered Both sides are gated by the same pipeline. A brand cannot reach a game the publisher has not approved, and a publisher cannot be billed for an impression that failed measurement or invalid-traffic checks. Advertise SafelyMonetize Safely Privacy-first data processing. Haxelo runs on the consent and transparency standards your legal and privacy teams already review, and signals them through the supply chain rather than asserting compliance in copy. IAB Europe TCF Registered vendor ID 1452, on the Global Vendor List. Consent and legitimate-interest signals are read on every request. GPP supported The Global Privacy Platform carries privacy, consent, and consumer-choice signals across regions through one string. Regional signaling GDPR-ready consent signaling and US privacy signaling, applied per request rather than per account. Child-directed controls COPPA-aware handling and child-directed inventory controls, set at the title level with the publisher. Advertise Safely Measured in accordance with the IAB/MRC Intrinsic In-Game Advertising Measurement Guidelines. Intrinsic in-game surfaces sit in a 3D scene, so a web viewability model does not transfer. Haxelo follows the guideline written for this case: it defines impression counting, visibility, occlusion, ad angle, polling, inactivity, and invalid-traffic treatment. Impression counting Client-side validation that the creative loaded and began rendering before an impression is counted. Viewability Visible-pixel share, minimum on-screen duration, and minimum screen coverage, evaluated by continuous polling. Scene conditions Occlusion detection and ad-angle validation, so surfaces obscured or viewed edge-on are not counted as viewable. Classification Viewable, non-viewable, and undetermined states, with mean and total time-in-view reported per placement. See the exact thresholdsMeasurement Methodology Advertise Safely Traffic quality, before the impression is billed. The IAB/MRC in-game guidelines split invalid traffic into general and sophisticated categories. Haxelo detects or filters across both, and reports what was removed rather than only what was delivered. Bots and automation Automated gameplay, emulator and automation patterns where detectable, and suspicious device or session behaviour. Spoofing App spoofing, falsified app identifiers, and impression-event spoofing. Event integrity Duplicate events, impossible event sequences, abnormal impression velocity, and abnormal click activity. Non-viewable delivery Hidden or invisible placements, non-rendering sessions, idle-session impressions, and pre-fetch or pre-render impressions. Infrastructure signals Malformed traffic and data-center or proxy traffic where determined invalid. IVT rateGIVT rateSIVT capability statusFiltered impressionsMethodology on request Read the Traffic Quality Policy Advertise SafelyMonetize Safely Two sides of the same problem. Brand safety in games is not one question. Haxelo answers both, and neither answer depends on the other side's goodwill. The brand asks Where will my ad appear? Inventory is reviewed before it can carry demand, and campaigns can be planned against known attributes rather than blind supply. Game and app review before activation Game content classification and age-rating awareness Genre, context, and surface metadata on every placement Advertiser category controls No pirated or illegal inventory The publisher asks What ad will appear in my game? The publisher holds the final say. Every control below is available to you, and none of them require a support ticket to exercise. Category and advertiser blocklists Campaign and creative rejection Age-sensitive category restrictions Malicious creative scanning and Haxelo creative QA Report-an-ad with rapid takedown Read the Brand Safety & Creative Policy Monetize Safely You decide what runs in your game. Endemic placements sit inside the world you built, so control cannot be advisory. Publisher controls are enforced at request time, using the same taxonomy buyers plan against. Category and advertiser blocking Block by advertiser category using the IAB AdCOM taxonomy, or block named advertisers outright. Campaign and creative rejection Reject an individual campaign or a specific creative without turning off the placement. Age-sensitive restrictions Restrict alcohol, gambling, and similar categories per title, informed by store age rating. Report an ad and takedown A reporting path for anything that slipped through, with rapid creative takedown. How this works in the SDK Advertise Safely Know the game. Know the placement. Know the impression. Endemic supply carries real attributes, so there is no reason to sell it blind. These are the fields available on an impression — the values below are illustrative, the fields are not. Impression recordFields available per impression Game titlePublisher-provided title PublisherRegistered seller name Bundle IDcom.publisher.title PlatformiOS / Android / PC GenreRacing, simulation, casual… Age ratingESRB / PEGI / store Art styleStylized, realistic, low-poly Placement typeIn-world, in-menu, custom native DimensionsSize and aspect ratio Country / deviceGeo and device class Ad formatEndemic banner, native, video ViewabilityViewable / non-viewable / undetermined Time in viewSeconds in view FrequencyImpressions per player TimestampImpression time CreativeCreative identifier Supply pathschain node list Targeting and buying pathsRequest a sample report Advertise SafelyMonetize Safely Every impression has a traceable supply path. There is no reselling chain to unpick. Haxelo sits directly between the SDK-integrated game and your bid, and publishes what a buyer needs to verify that independently. DSPHaxeloPublisher sellers.json published Identifies Haxelo as the seller and names the intermediaries involved, so a buyer can confirm who they are transacting with. OpenRTB SupplyChain Complete schain nodes on every bid request, so the full path from surface to bid can be inspected. app-ads.txt supported Authorized-seller declarations for each integrated title, with guidance for publishers on publishing them correctly. OpenRTB 2.xVASTIAB NativeAdCOMIAB Content TaxonomyGPPTCFapp-ads.txtsellers.jsonschain Supply chain & sellers.json Monetize SafelyAdvertise Safely A lightweight SDK, and a platform that treats security as delivery. Publishers judge an ad SDK on what it costs the frame budget. Buyers judge a platform on what happens to the creative in transit. Both are engineering answers, not policy answers. 1–2 MB SDK footprint with no renderer changes required. Lightweight processes throughout — asynchronous loading, and optimization settings so you tune the footprint to your title. Failure-safe by design. Ads never block gameplay initialization; if a request fails, the scene continues without it. Security Encryption in transit API authentication and key rotation Least-privilege access Secure SDK communications Creative malware protection Operations Vulnerability reporting to security@haxelo.com Documented incident response Coordinated disclosure for reported issues Advertise SafelyMonetize Safely The policies behind the claims. Each of these is a short explainer rather than a legal wall — written so a buyer or a publisher can read one in a couple of minutes and know what we actually do. Traffic Quality PolicyWhat Haxelo detects and filters, what is reported to buyers, and how invalid traffic is classified.Read it Brand Safety & Creative PolicyGame review and classification, creative QA, and the controls available to both brands and publishers.Read it Measurement MethodologyHow impressions and viewability are counted for intrinsic in-game surfaces, and what is excluded.Read it Supply Chain & sellers.jsonHow to verify Haxelo as a seller, read our schain nodes, and validate app-ads.txt entries.Read it Due diligence Send us the questionnaire. If your team runs a supply-path or privacy review before onboarding, we would rather answer it directly than have you infer the answers from a website. Contact usProgrammatic details