Publisher participation critical to create a brand-safe and fraud-free ecosystem
Los Angeles – November 9, 2017 -- The Trade Desk, Inc. (Nasdaq: TTD), a global technology platform for buyers of advertising, will begin implementing the Interactive Advertising Bureau’s (IAB) ads.txt initiative starting November 15. On that date, The Trade Desk will begin blocking unauthorized impressions, or impressions served through non-certified suppliers, from publisher sites that have tested, verified and finalized their ads.txt files. The Trade Desk welcomes full participation from publishers to create a higher quality media supply chain.
The ads.txt initiative is an important effort in improving the media supply chain and a critical component in The Trade Desk’s ongoing push to increase transparency and trust for advertisers. The Trade Desk blocking unauthorized traffic benefits both advertisers and publishers during this crucially important time of year. Advertisers, agencies and media buyers can buy confidently knowing their programmatic media investments are secure and participating publishers can capture as many ad dollars as possible by preventing misrepresentation and theft.
“Our goal is always to decrease fraudulent activity for our media buys to deliver against our clients' brand and acquisition goals,” said Gabby Nastri, Group Planning Director at Neo@Ogilvy. “At Neo, we value partners like The Trade Desk, who are dedicated to ensuring quality inventory for their agency and client partners."
“We believe all media buying should be fully transparent and encourage all publishers to apply ads.txt immediately,” said Jeff Green, CEO and Co-founder of The Trade Desk. “The ads.txt initiative is working and is part of the future of our industry.”
As publisher adoption increases, The Trade Desk will continue to expand the list of sites from which it is blocking unauthorized traffic. This move complements The Trade Desk’s continued efforts to prevent the buying of fraudulent impressions, including its partnership with cyber-security firm White Ops and its integration with leading third-party fraud and brand safety vendors.
About The Trade Desk, Inc.
The Trade Desk® is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across the United States, Europe, and Asia. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.