dataxu - TFAQs

These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of March 2019

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The questions fall under three different categories


What is your business model and how do you make money?
Dataxu operates as a technology platform for the buy-side of digital advertising. Our main pricing model is a simple and transparent percentage of spend fee on top of the media bought via our platform, and this is the only way we make money. We do not mark up data or media costs, these are always passed transparently through to buyers. We have been proudly independent and partner and media agnostic since our inception in 2009 allowing us to provide our clients with the highest level of transparency.

Can you outline the full details of the agreement on a booking form / contract?
The majority of our customers use our platform on a self service basis - for which we require a minimum spend commited for 12 months.

Will you share who your trading partners are?
Dataxu is partner agnostic - while we have partnerships already in place with most major trading partners in the industry, we can also set up custom integrations on request from our customers. You can see a full list of our partners at:


Do you own the inventory you sell?
No - dataxu does not own any inventory and works as an independent and agnostic buying platform for agencies and brands.

If you don’t own your own inventory then how do you access inventory and which platforms do you use?
Dataxu has integrations in place with majority of SSPs across Display, Video, Mobile and Social exchanges, with new offerings in Connected and Addressable TV. dataxu has relationships with premium publishers, which can be accessed on a direct, tag-based basis. As a DSP, dataxu buys inventory in real time. dataxu is currently integrated with over 50 exchanges globally, reaching 90% of impressions available worldwide, and our dedicated Marketplace team is always seeking and assessing new integrations. You can see a list of all of our partners at

dataxu also has a robust collection of PMP deals which give our clients enhanced priority in the publisher’s ad server. These PMP deals are a mix between private auctions and 'first look' fixed priced deals. dataxu has also obtained access to inventory through header bidding with some of the worlds leading publishers. Custom header specific deals can also be sourced with any publishers who utillise header bidding. In addition, dataxu offers programmatic guaranteed through multiple SSP partners.

Do you specify your media placements and positions?
Yes. In our commitment to quality and transparency in the programmatic industry, we offer a suite of pre-bid solutions, measurement and reporting to ensure media appears in the placements and positions desired by our customers. These include pre-bid viewability filtering, a selection of flexible brand safety controls, and our industry-first 97% Fraud Free Guarantee. We partner with industry leading technology partners such as Grapeshot, DoubleVerify and MOAT to provide these solutions. We also run our Inventory Marketplace including a wide selection of PMP and private deals, as well as supporting Programmatic Guaranteed buys for our customers.

What insights do you provide back to advertisers?
dataxu offers 100% site, placement and creative level transparency. Some URLs are "masked" by the sellside but these can easily be filtered using our brand safety settings. Using ClearSight, our fully configurable reporting & analytics suite that comes as part of our fee, users can pull in custom segments, audiences, media performance, and sales data. We offer integrated viewability reporting based on 3rd party measurement data, which includes detailed data on view rates and CPM broken out by date, advertiser, campaign, flight, and placement. For fraud monitoring, dataxu has employed DoubleVerify to provide always-on measurement across every advertiser, campaign and flight. dataxu provides this measurement at no additional charge. In addition, dataxu can integrate tags from other 3rd party providers (DoubleVerify, Integral Ad Science, MOAT, comScore, and WhiteOps) if additional reporting is required.

Does the inventory you own or access include UGC content?
The majority of the publishers we connect to via our SSP and exchange partners create and own their own content. Some do also have a small number of publishers who use user generated content as well.

What brand safety measures do you use?
We offer brand safety settings in our TouchPoint DSP interface, powered by Grapeshot. We offer a multi-level, customisable brand safety feature to all customers. Our approach is to provide marketers with clear options to enable them to weigh the benefits of increasing strictness with the corresponding reduction in reach and increase in the cost of media. The 3 brand safety levels include:

  • Standard: brand safety runs on dataxu’s curated inventory pool, which includes exchange-level filters to avoid undesirable content and is continually reviewed by a team of experts.

  • Advanced: brand safety includes Standard filtering, as well as additional pre-bid filtering powered by Grapeshot, to exclude potentially offensive sites falling within the “dirty dozen” content categories according to IAB quality guidelines.

  • Advanced Plus: brand safety includes Advanced filtering powered by Grapeshot and also enables the customisation of excluded categories to further align campaign settings with brand goals.

Which industry standards have you been certified against?
dataxu is currently enrolled in the Verified by TAG program and our TAG-ID status is active. dataxu has acheived:

Certified Against Fraud seal

  • Certified Against Malware seal

  • Certified Against Piracy seal

  • nventory Quality Guidelines seal

  • dataxu is also a participant in the EDAA.

  • dataxu is an NAI member.

  • dataxu is a member of IAB in the US and IAB UK and adhere to IAB standards including ads.txt and Consent Framework.

  • dataxu is a member of BVDW in Germany.

Do you have a policy in place for ad-misplacement?
Yes. dataxu has a dedicated Marketplace team who are experts in identifying fraudulent and arbitraged inventory. This team manually curates our supply chain on a regular basis and works internally as well as with external partners to remove inventory they have deemed as poor quality. We also support the automated ads.txt filter for TouchPoint™, our DSP. This filter removes all unauthorised inventory for publishers who have listed their ads.txt files. This, in conjunction with ou r pre-bid viewability filters, contextual targeting, brand safety settings and 97% Fraud Free Guarantee, provides a defense-in-depth approach to ad misplacement. dataxu was the first in market to provide a fraud free guarantee, which comes at no additional cost and ensures our ability to effectively manage quality across all inventory. If a customer experiences a fraud rate higher than 3%, as measured by DoubleVerify, we automatically refund 100% of associated fees, as well as 100% of amounts recovered from media suppliers. The guarantee applies to all exchange traded media and is available globally.

Are you happy to share your optimisation tactics?
Media optimisation is done both automatically using our proprietary Active Analytics™ technology and manually by our programmatic professionals. While the dataxu platform is designed to automatically optimise on a number of fronts (i.e. inventory source, location, tactic, channel, creative, time of day, etc.), we also have a team in place to make manual optimisations where needed. The cadence for these optimisations often occurs on a daily basis. We also offers the ability to choose from a library of algorithms in the Algorithm Marketplace, each designed to support different campaign types, channels, and marketing goals. The Algorithm Marketplace is a simple-to-use tool with recommendations that make it easy to pick the right algorithm for each flight. Additionally, clients can work with our engineering team to create a custom algorithm that considers unique business rules.


Under GDPR what legal basis are you providing your services under?
dataxu is relying on consent as the legal basis for collecting and sharing data from EU data subjects, for the purpose of ad measurement and targeting.

If consent is the mechanism then can you prove how you obtained it?
We have contractually ensured our third party partners will only provide us with data that has been gained with consent as defined in the GDPR. We support and were involved in the creation effort of the IAB’s technical consent program. This enables digital advertising companies to share user consent information among publishers, buyers, and data companies in a real time bidding transaction.

Are you using the IAB Framework?

What other 3rd party data partners require consent for your business to deliver its service?
We have contractually ensured our third party partners will only provide us with data that has been gained with consent as defined in the GDPR. You can see a full list of our data partners at

What do you do with data you obtain from advertiser’s campaigns or data tags?
All data collected on behalf of a client, is only used for the benefit of that client and never shared outside the client's organisation. All data is siloed, and all machine learning processes are encapsulated within each brand’s own dataset. The information that we collect via our technologies on behalf of those clients is used for the purpose of targeting ads, measuring the effectiveness of ads and to identify the audience most likely to respond to an advertisement. This information also helps dataxu ensure that consumers don’t repeatedly see the same ad. We comply with all industry standards on consumer privacy protection in each jurisdiction.

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?

Will you provide a link to your privacy and data policies?
For a comprehensive view of our data policy please see

Will you share how you build audience, contextual and targeting segments?
dataxu's Audience Manager allows customers to build and import audience segments for their campaigns. It provides the ability to build audiences using Boolean logic selecting segments from our robust selection of third party data partners, or import first party audiences from any DMP partner. For contextual targeting, we partner with Grapeshot for customers to select their preferred contextual settings directly within our TouchPoint DSP.


To find out which other companies have completed the FAQs, please visit our members directory here
Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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