Inventory policies

The Trade Desk strives to maintain a high-quality, transparent, and effective marketplace for buyers. To achieve this, we have the following inventory policies and requirements in place:

• All bid requests must adhere to our Standard Adapter object model reference. All required fields must be included in the bid request to be eligible.
• The Trade Desk prohibits misrepresented signals, invalid traffic, made-for-arbitrage inventory, and incentivized traffic.
• You must comply with all relevant laws, regulations, and industry standards.

Supply transparency and efficiency requirements

To improve transparency and efficiency, the following policies apply:

• Bid requests must contain complete and valid supply chain objects, terminating with the publisher.
• Inventory owners must publish accurate and up to date ads.txt and app-ads.txt files. The Trade Desk does not transact through unauthorized sellers.
• Each seller ID must represent a single integration type.
• All intermediaries must have accurate sellers.json files. The Trade Desk only bids on requests referencing transparent entries.
• Resold inventory is restricted.
• Only one bid request is allowed per opportunity.

Auction integrity requirements

To support a trustworthy and effective auction, the following requirements must be met:

• Exchanges must not drop or modify publisher signals.
• The auction type in the bid request must match that of the ad server or mediation partner.
• The Trade Desk bid response must be used in the auction specified in the original bid request.

Content guidelines

To ensure inventory eligibility, content must meet the following standards:

• Sensitive topic categories are restricted.
• Apps must be actively listed in a first- or third-party app store.
• TVs in public spaces must be declared using the DOOH object.

Sensitive topic categories

IMPORTANT: Child-directed content subject to the United States Children's Online Privacy Protection Act (COPPA) guidelines, or impressions where the consumer is understood to be under the age of 13, aren't allowed on The Trade Desk platform. You must mark this content with coppa=1 in the bid request or remove it entirely.

Sensitive topic categories include, but are not limited to the following:

• Adult and explicit sexual content
• Arms and ammunition
• Crime and harmful acts to individuals and society and human rights violations
• Death, injury, or military conflict
• Online piracy including pirating, copyright infringement, and counterfeiting
• Hate speech and acts of aggression
• Obscenity and profanity
• Illegal drugs, tobacco, e-cigarettes, vaping, and alcohol
• Spam or harmful content such as malware and phishing
• Terrorism
• Sensitive social issues
• Misinformation, defined as verifiably false or willfully misleading content linked to user or societal harm

Permitted content in sensitive topic categories

The following types of content are allowed, even when covering sensitive topics:

• Educational, scientific, or informational content
• Breaking news or op-eds that address sensitive topic categories
• Dramatic depictions of sensitive themes, such as arms and ammunition, crime, death, injury, military conflict, when presented in an entertainment context