Steps to properly run a political campaign through BRIDGE.
Please follow the following steps and guidelines:
Step 1: Fill out this form
- All clients must fill out this form with the required campaign details.
- NOTE: All political campaigns need to have this information to serve ads over TTD.
- There are two types of political campaigns: 1) Political Non-Election and 2) Elections (candidates and issues).
- Political Non-Election: This refers to advertising from a political party or organization advocating for a cause or policy. The party or organization neither supports nor is paid by a specific political candidate.
- Election (Candidates and Issues): This refers to advertising for candidates running for political office on a federal, state or local level, such as President, Senate, House of Representatives, governor, state senator, mayor, freeholder, sheriff, etc. Additionally, campaigns paid for or run by a political candidate fall into this category.
**Please note that the TTD does not allow microtargeting for political campaigns. This means that your client must have at least 5K users(not device IDs) to run media against it.**
Step 2: Review additional collateral around TTD's guidelines on political advertising. Take note on the conditions around targeting limitations (below and on next slide)
- The Trade Desk believes that online advertising should help to power an open marketplace of ideas, including political advertising. Our goal is to best enable candidates to address the substantive issues that voters care about while protecting user privacy, curbing malicious activity, and inappropriate use of targeting and data. This policy applies to any advertisement for a political candidate, ballot measure, or other election issue.
Guidelines Applicable to All Political Advertising
- TTD does not allow advertising for political candidates or parties where it is prohibited by law.
- Political advertisers must comply with all applicable local, state, and national laws, rules, and regulations, including communications, campaign finance, “silence periods,” and any other election-related regulations.
- TTD follows self-regulatory guidelines of industry organizations such as the DAA and expects advertisers to uphold these standards.
- Political advertising campaigns must adhere to all other portions of The Trade Desk’s Ad Content Guidelines including our policies related to violence and derogation, accuracy in ads, and anti-solicitation of funds.
- Political advertising campaigns must be categorized as “Law, Gov’t & Politics” in the “Industry Category” field (or any such successor category field) on our Platform with an accurate industry subcategory, if applicable.
Guidelines Applicable to U.S. Political Advertising
- The Trade Desk does not allow political advertising for state or local ballot measures and candidates in the State of Washington.
- Political advertisers may only use data segments comprised solely of users residing in the U.S.
- Any clients running political advertising campaigns must have been approved by The Trade Desk and agreed to The Trade Desk’s U.S. Political Advertising terms and conditions.
Verification
- The Trade Desk requires verification, including the entity paying for the ad. Advertisers will be required to provide the following information:
- For US federal elections, a valid Federal Election Commission ID (FEC ID).
- For US state or local elections, a valid Employer Identification Number (EIN).
- The advertiser’s address, which must match the address used in FEC submission.
Targeting
- The Trade Desk prohibits microtargeting for political advertising. Specifically, the size of an advertiser’s final audience, after applying all targeting qualifiers and refinements, must be larger than 5,000 targeted users for all elections.
- The Trade Desk also prohibits the use of Dynamic Creative Optimization (DCO), a tactic where ad creative is customized based on data available at the time of ad serving, or similar creative swapping techniques, for political advertising campaigns.
- Political advertisers must abide by the guidelines of our inventory partners. In addition, our inventory partners may have discretion regarding what ads run on their sites, apps, and channels.
- Third-party ad serving is restricted to ad servers that have been pre-approved by The Trade Desk for political advertising campaigns.
Transparency
- Advertisers are responsible for including a “Paid for by” disclosure directly in all political ads, regardless of the ad format, along with any other disclosures required by law.
- The Trade Desk follows the self-regulatory guidelines of the DAA, including its Self-Regulatory Principles for Political Advertising. The Trade Desk facilitates the ability to place the DAA’s political icon on candidate political advertising creatives. This icon links to a disclosure page where the following information will be made available for public viewing:
- Name of the paying entity (the advertiser).
- Advertiser contact information.
- Name of the executive designated by the advertiser.
- Link to the DAA website page with access to state government and FEC databases.
- Any other information required by applicable federal or state law to be included in a disclaimer notice.
- The Trade Desk will also include links to fact-checking organizations on the disclosure page to give users the opportunity to research any claims made in the ad.
Violence
- Political advertising often involves the advocacy of one point-of-view, or policy position, over another. Candidates frequently produce ads that express disdain of or disagreement with the opponent’s policies or opinions. In doing so, those ads may include violent images or videos in an effort to make a point to voters about important issues like policy, public safety, or change. While such heated debates and imagery are part of an open democracy, The Trade Desk bans political ads that:
- Incite, threaten, advocate, or call for acts of violence.
- Promote or glorify acts of violence.
- Advocate or claim that people from a specific race, ethnicity, nationality, disability, gender, sexual orientation, or immigration origin are a threat to the physical safety or health of others.
Voter Suppression
- Political advertisers often represent the opinion of a certain candidate or party. As a politically neutral technology platform, The Trade Desk does not aim to determine the accuracy of the opinions and claims made by politicians or groups in these ads. We do provide links to several independent fact-checking organizations directly to voters so they can verify these claims for themselves. The Trade Desk does, however, prohibit ads that are aimed primarily at suppressing voters or voting activity, or delegitimizing the election process.