The Trade Desk Marketplace

Admatx is constructed on the Trade Desk Platform. Therefore it offers the complete brand safety backed by the The Trade Desk Marketplace quality solutions.  

The Trade Desk offers total brand safety through their marketplace quality solutions, allowing you to buy with confidence. TTD identifies non-human traffic patterns and institutes immediate platform-wide exclusions on suspicious traffic through proprietary algorithmic fraud detection and exclusion models. These models are implemented pre-bid, eliminating suspicious traffic before it reaches the bidstream. The proprietary algorithms are continuously refreshed with updated data by a dedicated internal Marketplace Quality team.

Internal Solutions

The Trade Desk requires every bid request to have up-to-date data for accurate decisioning and fully transparent auction mechanics for transactions.

Marketplace Quality Team:

The Trade Desk's dedicated Marketplace Quality team applies learning and data from past activity to decision-making algorithms to prevent fraud and malicious activity in future transactions. In combination with their algorithmic solutions, their Marketplace Quality team also analyzes campaigns for fraud in real-time.

• Click clusters are sifted through by both algorithms and a team of individuals to determine if they are fraud or instances of classrooms, businesses, or other IP groupings.
• Known proxies, the ability to set cookies, and IP addresses are evaluated.

Exchange-Level Decisions:

The Trade Desk works directly with inventory suppliers to prevent fraud at the source.

• Entire networks, intermediaries, and publishers are turned off at the exchange level, as well as at the PMP level in cases of egregious violations or systemic quality concerns associated with the entity.
• When applicable, non-human audited inventory is excluded.
   

System-Wide Exclusion List:

Inventory that goes against The Trade Desk's SSP guidelines is automatically added to a system-wide exclusion list, which includes but is not limited to categories like adult content, copyrighted material, non-COPPA compliant inventory, hate speech, and inventory with predominantly fraudulent traffic. As part of this process, all sites are reviewed for suspicious activity and unusually high click rates, known bot traffic is scrubbed, and previously detected invalid IPs, sites, and user IDs are excluded.

Site-Level Protection

Bids are based on domain or have an ID specified within the bid request. Unfortunately, there are elements outside of any individual ad server's control that may result in the ad being served on an alternate domain than the domain that delivered with the bid. To meet this industry issue head on, TTD has continuously improve projections instituted by The Trade Desk and take the required actions to address the problem at the source with supply vendors.

Internal partner tools are activated to continuously provide you with the quality and control you expect from The Trade Desk. Site fraud prevention activities include:

• Active exclusion of suspicious domains and traffic.
• Accepting only human-audited inventory from SSPs, when offered.
• Turning off and globally excluding suspicious publishers or other partners suspected of fraudulent activity.
• Continuous monitoring of changes in inventory volume.
• Internal click scrubbing and monitoring processes.

Advanced Processes:

Advanced fraud detection processes are required to evaluate the legitimacy of impressions. The Trade Desk maintains the following procedures to combat existing (and prevent future) impression fraud:

• Identify and prevent a single bid request from winning multiple impressions.
• Identify and exclude suspicious sites based on exceeding a pre-determined threshold for percent of site traffic versus bids/impressions.
• Monitor IP addresses.
• Identify and prevent too many impressions stemming from a single user ID.

Domain Classes

In the platform, certain categories of non-standard or controversial inventory are restricted to prevent them being purchased accidentally, but are available to be intentionally targeted on an opt-in basis through site inclusion lists, seller inclusion lists, or single-publisher 1:1 deals. These categories include ad arbitrage, controversial political, rewarded traffic, provocative content, and desktop apps.

Industry Initiatives

The Trade Desk has always aimed to create a safer marketplace for advertisers to trade in. They have partnered with HUMAN to encourage the industry, specifically suppliers, to adopt the mission of stopping ad fraud at scale. HUMAN was an industry-first platform-level integration that scans all inventory—including Connected TV (CTV)—and excludes fraud in real-time, at no cost to clients. HUMAN is MRC accredited for both their pre-bid and post bid products, as well as for CTV fraud.

TTD is a member of the Trustworthy Accountability Group (TAG), a first-of-its kind cross-industry program dedicated to eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported piracy to promote brand integrity, and promoting brand safety through greater transparency. TTD holds the Certified Against Fraud, Certified Against Malware, and Certified for Brand Safety seals. 

In a continued effort to clean up the supply chain, The Trade Desk promotes ads.txt, which is approved by the Interactive Advertising Bureau and filters out unauthorized digital sellers and resellers. Ads.txt allows you to purchase inventory only from sellers who have documented authorization, and allows our team to identify sellers on the platform who may be attempting to spoof inventory. Unauthorized inventory is automatically excluded on the open market and all deals.