← Back to the The Trade Desk (US) / Unified ID 2.0 verdict
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This is an excerpt from our stored copy of The Trade Desk (US) / Unified ID 2.0's page, showing the quoted sentence with the text around it. It evidences what refusing costs you.
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- Checked
- 04 Sept 2026
- Position
- Paragraph 240 of 332
Cross device graphing: We may use data and algorithms to associate pseudonymous identifiers that might be related to each other. Such a graph might link various identifiers present on a single device, various identifiers associated with an individual who has multiple devices or multiple device/individuals within the same household.
Detection of malicious or invalid activity: We process information in an attempt to prevent malicious activity or invalid ad traffic. This may include identifying and preventing purveyors of malware or bots that try to take advertising dollars for ads that aren't shown to real users or that try to harm users' devices.
TARGETED ADVERTISING
Our Platform helps power ad targeting and delivery across many sites and apps with which users interact every day. Some of the activities described in the section above, such as personalizing ads, ad delivery, and cross-device graphing may involve The Trade Desk and our clients and partners processing data for purposes of "targeted advertising," or engaging "sales," or "sharing" of personal data under certain state privacy laws. See Your Rights and Choices below to learn how to express a choice related to these activities, or visit our opt-out page.
PERSONALISATION AND INTERESTS
Personalised profiles. As part of our Platform, we may create and use user profiles associated with pseudonymous identifiers. This means that we look at the information associated with the IDs and with the requests for ads, such as the content in which the ad is shown, the time, the geographic location, and the type of device. Sometimes we use information about whether or how users responded to ads to find other users who would respond to ads. We apply various computational methods on this information to find groupings of IDs that may have certain common interests or characteristics, such as "clothing," "sports," "travel," "male," "25−54," and so on. Our Platform also enables data suppliers to bring data to the Platform that our clients can use on the Platform to improve their ad campaigns.
Clients can bring their own data to the Platform for their own personalisation. Their sources and methods for acquiring this data vary and are subject to our clients' own policies and legal obligations. We contractually prohibit certain types of data from being introduced onto the Platform, such as certain sensitive data. Our contracts prohibit clients and partners from using data on the Platform that is from or about users that they know are children.
The highlighted sentence is what the verdict quotes. The paragraphs above and below are shown so you can see it was not lifted out of a qualifying passage — they are not part of the quotation. This is an excerpt of a longer document, reproduced to let you check our work; the whole page is at the source link above.