Privacy and The Trade Desk Platform
This page is about the privacy practices on our Trade Desk Platform and the data, including personal data or personal information (“personal data”) it uses for delivering advertising. If you are interested in our corporate and website privacy policy, click here.
If you are looking for information about UID2 services, visit the UID2 Administrator Privacy Policy, and for information about EUID services, visit the EUID Privacy Notice.
If you reside in the People’s Republic of China, click here for the China privacy policy.
Last updated: March 13, 2026
OVERVIEW
AT A GLANCE
FULL PRIVACY POLICY
THE PLATFORM
THE DATA THE PLATFORM COLLECTS AND PROCESSES
HOW THE PLATFORM COLLECTS DATA
COOKIES
THE PURPOSES FOR WHICH THE PLATFORM PROCESSES DATA
TARGETED ADVERTISING
PERSONALISATION AND INTERESTS
CALIFORNIA PRIVACY INFORMATION
DISCLOSURE AND TRANSFER
INTERNATIONAL TRANSFERS
SECURITY AND DATA RETENTION
YOUR RIGHTS AND CHOICES
EUROPEAN UNION CONTROLLER/PROCESSOR DESIGNATION AND LEGAL BASES
CHANGES TO OUR POLICIES
CONTACT US
Overview
The Trade Desk offers what is known in the industry as a Demand Side Platform (“DSP” or “Platform”). We provide technology that helps advertisers and their advertising agencies manage digital advertising campaigns across many channels, such as websites, apps, audio, smart TVs, and other video. The advertising campaigns run by our clients help pay for the content you enjoy.
We, and our clients, collect and use data both to help ensure that the ads you see are relevant and to measure and report on their effectiveness.
Our Platform uses data to produce a mapping of devices that might be related to each other, meaning that they might be used by the same person or by people within the same household. This helps advertisers better target and measure their campaigns, as well as limiting the number of times the same person or household sees an ad.
Our references to our Platform in this policy only refer to the Trade Desk’s own advertising technology platform and do not include the technology or systems of clients or partners that use or integrate with us. Clients and partners are bound by our policies when they use our Platform.
The Trade Desk is a member in good standing of the Network Advertising Initiative (NAI). The Trade Desk also follows the industry self-regulatory guidelines of the Digital Advertising Alliance, the Digital Advertising Alliance of Canada, and the European Digital Advertising Alliance.
The Trade Desk also implements and adheres to the specifications and policies of the IAB EU Transparency & Consent Framework as part of our compliance with EU data protection law. The Trade Desk’s identification number within the Framework is 21. See https://iabeurope.eu/transparency-consent-framework/ for more information.
If you want to go directly to our Opt Out, please visit https://adsrvr.org/.
At A Glance