WHAT THE POLICIES SAY

The Trade Desk, Inc. operates a demand-side platform through which advertisers buy programmatic advertising across the open internet. Its own privacy policy describes collecting cookie identifiers, device advertising identifiers, IP-derived location, and pseudonymous identifiers derived from email addresses or phone numbers, the last of these underpinning its Unified ID 2.0 framework, which the project documents as enabling deterministic identity across the open internet. The company is a Nasdaq-listed Delaware corporation filing annual reports with the SEC; in 2025 it became the subject of two California class actions alleging that UID2 and its advertising pixel collect and monetise identifiable data without adequate consent -- allegations that remain unproven and, as of this drafting, undecided.

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[2026-03-11] · COLLECTION

The Trade Desk's separate website privacy policy, last updated 2026-03-11, states that for visitors to thetradedesk.com it collects name, email address and phone number supplied directly through forms, and automatically gathers browser type and language, access times, pages visited, referring website addresses, and mobile device information.

thetradedesk.com ↗

[2026-03-13] · COLLECTION

The Trade Desk's privacy policy, last updated 2026-03-13, states that the data it collects includes unique cookie identifiers, device advertising identifiers, pseudonymous identifiers derived from email addresses or phone numbers, hashed email addresses, IP addresses, location information based on IP address, and browser and device type, version and settings.

thetradedesk.com ↗

[2026-02-27] · OWNERSHIP TRANSPARENCY

The Trade Desk, Inc. files annual reports with the U.S. Securities and Exchange Commission under CIK 1671933; its Form 10-K for the fiscal period ended 2025-12-31 was filed on 2026-02-27 and is listed on the SEC's EDGAR filing index under the filer name Trade Desk, Inc.

sec.gov ↗

[2026-03-11] · SHARING

The Trade Desk's website privacy policy states that it may use cookies and similar tracking technologies and allows its partners to use such technologies to advertise The Trade Desk on other sites and services.

thetradedesk.com ↗

[2026-03-13] · SHARING

The Trade Desk's privacy policy states that it discloses data to clients and partners to help improve the effectiveness of their advertising and to service providers performing services on its behalf, and states that it does not sell personal data relating to individuals it knows to be minors under the age of sixteen.

thetradedesk.com ↗

[2025-04-11] · TRACK RECORD

As summarised by the law firm Davis+Gilbert on 2025-04-11, two class action lawsuits were filed in California in 2025 against The Trade Desk alleging violations of the California Invasion of Privacy Act and California wiretapping laws. The complaints allege that the company's Unified ID 2.0 technology collects personally identifiable information without proper consent and monetises it through user profiling and real-time bidding. These are allegations by plaintiffs and had not been established by any court at the time of drafting.

dglaw.com ↗

[2025-10-06] · TRACK RECORD

As reported by AdExchanger on 2025-10-06, the Federal Trade Commission has cautioned that hashing does not make data anonymous, on the basis that a hash creates a unique identifier that can still be used to track and identify people -- a point directly relevant to identity frameworks built on hashed email addresses.

adexchanger.com ↗

[2025-10-06] · TRACKING TECH

As reported by AdExchanger on 2025-10-06, UID2 uses hashed and encrypted emails or phone numbers to create pseudonymous identifiers usable across devices and platforms, and the same UID2 is generated each time the same email or number is entered on another website or platform, giving the identifier persistence across sites.

adexchanger.com ↗

[2026-03-13] · TRACKING TECH

The Trade Desk's privacy policy lists the technical identifiers it uses to recognise a browser or device, naming unique cookie identifiers, device advertising identifiers, and hashed email addresses among the pseudonymous data types collected through its platform.

thetradedesk.com ↗

[2026-07-29] · TRACKING TECH

The Unified ID 2.0 project documentation, last updated 2026-07-29, describes UID2 as a framework that enables deterministic identity for advertising opportunities on the open internet.

unifiedid.com ↗

LAST REVIEWED 2026-08-04 · METHODOLOGY v1.7