Getting started with reports

Reports are one of several reporting solutions in The Trade Desk Platform. To get started with reports, you need only the following:

Access to the Platform API authentication.
The IDs for the advertisers, campaigns and ad groups for which you want to create reports.

NOTE: Access to predefined reports is currently limited to a curated selection of templates, which may vary based on the advertiser, their use cases, and permission levels. This set of predefined reports is referred to as "suggested templates," which have a userGenerated value of false in the GraphQL API.

To choose which report meets your needs best, see Reports.

Processing My Reports data with GDPR compliance

General Data Protection Regulation (GDPR) is a comprehensive data privacy and protection law that imposes obligations onto organizations worldwide if they target or collect data related to people in the European Union (EU), the European Economic Area (EEA), the United Kingdom (under the UK GDPR), or Switzerland, collectively referred to as "GDPR Regions." This is supported via Transparency and Consent Framework (TCF), an accountability standard developed by IAB Europe to facilitate compliance with certain provisions of the ePrivacy Directive and the GDPR.

Under GDPR and regulatory guidance, The Trade Desk is obligated to undertake due diligence to ensure there is an appropriate legal basis for our clients to receive personal data, such as postal codes and various IDs, through My Reports. See also Processing REDS data with GDPR compliance.

Here's what you need to know about the GDPR compliance impact on your reporting:

Only raw data within reports (hidden tabs) is affected; aggregated reports remain unchanged.
These data practices apply only to reports generated on or after January 3, 2025.

IMPORTANT: The Trade Desk is responsible only for data shared directly with our partners. We are not accountable for any subsequent data sharing practices by those partners.

Personal data access requirements

To access detailed user data in reports, advertisers and agencies must have valid consent. To qualify as having valid consent, advertisers and agencies must meet both of the following requirements:

Must be listed as a vendor on the IAB TCF Global Vendor List (GVL).
Must obtain consent from users for accessing and processing their personal data via the TCF.

Report data alterations

Any personal raw data in the following reports will be redacted (replaced with Redacted - GDPR Policy) for advertisers and agencies without valid consent if the traffic originates from GDPR regions:

Path to Conversion
Conversion Details

The following table lists the affected report tables and fields.

Report Table	Affected Fields
Attributed Event	`TDID`, `AttributedEventTDID`, `IPAddress`, `Zip`
Frequency Report	`DeviceID`, `PersonID`, `HouseholdID`

NOTE: Only raw data within reports (hidden tabs) is affected; aggregated reports remain unchanged.

GDPR FAQs

The following are commonly asked questions about our reporting practices for GDPR compliance.

Who is considered a "vendor" per GDPR?

Per IAB TCF Policy, a vendor is a company that does not ordinarily have direct access to end users of publishers. Vendors can be ad servers, measurement providers, advertising agencies, DSPs, SSPs, and more. For example, The Trade Desk UK is a vendor (GVL ID 21).

I'm listed as a vendor on the IAB TCF GVL. Why was my report data redacted?

Being listed on the IAB TCF GVL does not automatically grant access to user data. Explicit user consent for data processing is still required.

The user has explicitly said "yes" to their data processing. Do I still have to be listed on the IAB TCF GVL?

Yes. If you are not listed on the IAB TCF GVL, you are considered to lack the means to establish a lawful basis for the processing of user data.

Do I have user consent if they haven’t said "no" to their data processing?

No. Consent is considered provided only if the user has taken an action to indicate their consent via an IAB-certified TCF CMP where the recipient is listed on the GVL.

How should I inform The Trade Desk that I'm listed as a vendor on the IAB TCF GVL?

To declare your GVL status, please contact The Trade Desk Support.

How can I check my current IAB TCF GVL registration status or update it with The Trade Desk?

To check or update your GVL status, please contact The Trade Desk Support.

Does the data alteration logic for GDPR compliance in user-defined reports differ from that in REDS?

Yes. In user-defined reports, any personal raw data will be redacted (replaced with Redacted - GDPR Policy) for advertisers and agencies without valid consent if the traffic originates from GDPR regions.

In REDS, the data alteration logic varies based on the GDPR processing option selected. For details, see When traffic originates from GDPR regions.

What exactly does The Trade Desk do to comply with GDPR?

The Trade Desk is committed to supporting a transparent programmatic ecosystem and ensuring compliance with global data protection laws, such as those listed under Data privacy and transparency. A global team of subject matter experts is available to help The Trade Desk meet industry requirements and standards. The Trade Desk believes the business impact of GDPR is industry-wide, and we work continually with our partners, through organizations like IAB Europe, to help determine and establish paths toward compliance by all parties that control and process data in the digital advertising industry.

Internally, The Trade Desk has established a GDPR compliance program to enhance data practices and implement new policies and procedures as needed. For example, we conduct regular audits to ensure companies are properly registered on the TCF GVL.