REDS data practices (Walmart DSP)

The following sections provide information on the collection, storage, processing and sharing of data in REDS. We recommend that our clients consult their own legal team for guidance on their obligations with respect to applicable laws and industry standards.

California Consumer Privacy Act and REDS changes

The Trade Desk revised REDS to comply with the California Consumer Privacy Act (CCPA) and better reflect the current privacy climate. These revisions include conditional inclusion of rows, data precision reduction, and retention changes. Details are included in the When traffic originates from a US state with an active privacy regulation section.

Data alterations

• Publisher and inventory usage rights
• When traffic originates from a US state with an active privacy regulation
• One year and 99 days from event occurrence

Publisher and inventory usage rights

The Trade Desk is committed to ensuring compliance with agreements with our publishers and inventory providers. This may require us to obfuscate certain data fields as required under these agreements.

When traffic originates from a US state with an active privacy regulation

Traffic determined to originate in one of the US states with active privacy regulation and is processed as indicated below.

We determine traffic originating from the specific states through the geo information sent with the bid request.

• If the US Privacy String or Global Privacy Platform (GPP) signal is present, and the string indicates an opt-out, yes, then we may not use any data from the request. Records from this traffic must have certain values scrubbed.

• If the US Privacy String signal is not present, and the Digital Advertising Alliance (DAA) signal or opt-out cookie is set, then we may not bid on the request. Records from traffic originating in California must have certain values scrubbed.

• In the case of no signal present, the data emitted is unaltered by any privacy related components.

NOTE: If any industry standard opt-out signals are set, then no data from the bid request is used and values independent of the geo information are scrubbed.

99 days from event occurrence

All records from the feeds are removed after 99 days.

FAQs

The following is a list of frequently asked questions about the REDS Data Privacy for Walmart DSP.

Where is Walmart DSP available?

The Walmart DSP is limited to US-shopper audiences. Advertisers outside of the US interested in using the Walmart DSP to reach US-based audiences should contact their Trade Desk representative for additional information.

Page Last Updated: October 31, 2024