Feed disapproval
A feed disapproval is when a channel rejects some or all of your products because they fail its requirements or policies, which stops the affected products from showing in ads.
Disapprovals happen at two levels: individual products (a single item with a missing GTIN or a price mismatch) and account-wide issues (a policy violation that suspends the whole feed). Either way, disapproved products simply stop appearing, often without an obvious warning beyond a dashboard notice.
They matter because a disapproval is lost revenue you may not notice immediately. Common causes are price or availability mismatches between feed and landing page, missing required identifiers, prohibited content, broken image or product URLs, and incorrect categories. Each one quietly removes products from circulation.
In the feed, the fix is almost always a data fix: correct the attribute, align it with the landing page, supply the missing value, then resubmit. The challenge is finding which rows are at fault across a large catalog and keeping new disapprovals from creeping in on each refresh.
MartechFlow's approach is to catch these before they reach the channel: validate the feed against the channel's spec at export time and surface failing rows in a fix queue, so you resolve problems in your data rather than reacting to rejection notices after the fact.