Our Next Step in Marketplace Quality: SIVT Credits

May 1, 2018

On October 1, 2017, The Trade Desk announced an industry-first program in partnership with White Ops to scan impressions offered through our platform by participating supply-side platforms (SSPs) for sophisticated invalid traffic (SIVT) fraud before bidding.

At the same time, we rolled out an SIVT Credit Program that issues credits for applicable media costs to clients who purchased verified fraudulent impressions, so that they are assured both before and after bidding that humans view impressions.

As the program has grown, we have made some updates we wanted to share with you. The biggest change is that credits initiated by The Trade Desk or an SSP are now calculated and issued automatically, vastly reducing administrative overhead for customers.

Here’s how it works:

On Trade Desk and SSP-initiated credits, The Trade Desk will issue partners a credit memo 45 days after the end of each quarter. That credit is calculated automatically from the combination of:

  • Proactive credits as reported by SSP proprietary fraud prevention programs (such as AdX and Index Exchange).
  • Proactive credits resulting from The Trade Desk’s own Marketplace Quality team’s ongoing efforts to identify SIVT that have been approved and credited by the relevant SSP(s).

After the end of each calendar quarter, credit will be issued to a customer’s account for months in the quarter which the credits per SSP exceeded US$100. TTD does not issue credits for claims below this threshold.

For client-initiated claims, the process is different. When a claim is submitted, The Trade Desk will strive to issue partners a credit memo within 30 days after the end of the calendar quarter. As of July 1, 2019, the following conditions must be met to qualify for a credit.

A valid claim must:

  • Exceed US$1,000 in applicable media spend.
  • Include a report verified by an MRC-accredited Ad Centric SIVT/Filtration third-party solution (such as IAS and DoubleVerify) and must implement TTD macros to contain sufficient level of detail that client is to be credited, otherwise TTD will not have the necessary information to take back to the SSP(s) to support the claim. The report must include all of the following fields: SSP, Publisher ID, Site, Campaign ID, Date of IVT Incident, Total Impressions, and IVT Impressions. Please work with your third-party vendor to implement these macros.
  • Be received (with all relevant reporting) within 30 days of the SIVT incident.
  • Must be submitted monthly (credits will be issued quarterly).

The report and amount must be approved and credited back to The Trade Desk by the relevant SSP(s) for us to issue the credit to the partner.

That about covers it. These updates replace previous program terms. We may revisit and update these terms from time to time.

The Trade Desk is committed to blocking non-human impressions at the front door and will continue to implement complementary programs to protect our clients and enforce a transparent and trusted supply chain. Thanks for working with us on this key industry initiative. If you have any questions or comments, please contact us.