Taptica - TFAQs

Posted on: Friday 24 January 2020 | IAB UK


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 July 2019

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The questions fall under three different categories


What is your business model and how do you make money?

Taptica is a global leader in advertising technologies for performance-based mobile marketing and brand advertising. Taptica sells advertisements based on complete transactions – for example, purchasing an app or registering for a game – and is paid for providing this service to brands.

Can you outline the full details of the agreement on a booking form / contract?

You can read the full terms and conditions on the Taptica website, here.

Will you share who your trading partners are?

Taptica transacts with numerous partners, including Shopee, OpenTable and M&C Saatchi. We run their user acquisition campaigns.



Do you own the inventory you sell?


If you don’t own your own inventory then how do you access inventory and which platforms do you use?

Taptica is connected to the major supply side platforms (SSPs) SDK Partners, and has integrated them via an API.

Do you specify your media placements and positions?

In most cases we do, unless there’s an NDA in place with the publisher.

What insights do you provide back to advertisers?

The information and insights that the teams at Taptica provide back to advertisers differ from case to case. In the majority of cases, Taptica passes information such as impressions, clicks, installs, post install events (such as an in-app purchases), geo-location, city, device ID and the user IP. This information allows advertisers to understand how their audiences are interacting with their business, and when.

Does the inventory you own or access include UGC content?


What brand safety measures do you use?

We have an in-house BI and compliance team, and we are integrated into third-party compliance tools.

Which industry standards have you been certified against?

Taptica has been given the IAB’s Gold Standard certification, which affirms that Taptica has committed to tackling ad fraud through the ads.txt initiative, and that we will endeavour to improve the digital ad experience by adhering to the IAB’s LEAN Principles. Taptica also has the JICWEBS certification. JICWEBS is an independent UK organisation that sets best practice and standards for trusted online ad trading. Our JICWEBS certification confirms increased brand safety, aimed at significantly reducing the risk of misplacement of advertising across the digital trading ecosystem, through complying with the seven key principles.

Finally, Taptica has the TAG certification. TAG launched its Certified Against Fraud Program in 2016 to combat invalid traffic in the digital advertising supply chain. It certifies that we are able to abide by the Certified Against Fraud Guidelines, and we have received the Certified Against Fraud Seal.

Do you have a policy in place for ad-misplacement?

Taptica uses a combination of techniques to verify content and deal with ad misplacement. These techniques are generally explained below.

Inventory Tags Black lists – Campaign-specific black lists of domains or keywords can be applied at the account campaign or network-wide level. There is no upper limit to the number of domains that our platform supports.
Network Level Brand Safety Block List – Taptica maintains a non-overridable network-level black list inventory tag that automatically applies to every single campaign. This inventory tag is made up of sites that have been identified as generally unsafe for advertisers.
Network Level Suspicious Activity Block List – Taptica maintains a network-level black list inventory tag that automatically applies to every single campaign. This inventory tag is made up of sites that have been identified as containing a significant amount of suspicious activity.
Network Level Keyword Block List – Taptica maintains a network-level black list inventory tag of keywords that block URLs that include their corresponding string.

Network Level IP Black List
IP addresses that have been found to be problematic, are blocked at the HA proxy level, and excluded from all activity.

DTSG – Taptica is in the process of being audited by a third-party for completion of our third-party auditing partner.

Additional Restrictions
Location – Controls serving to required geo-target, available at DMA, city, state or country level. Inclusion or exclusion.
Organisation – Controls serving to required organization. Inclusion or exclusion.
Device - Controls serving to device type. Inclusion or exclusion.
OS - Controls serving to operating system, as well as OS version. Inclusion or exclusion.
Organisation - Controls serving to organisations. Inclusion or exclusion.
ISP - Controls serving to Internet Service Providers. Inclusion or exclusion.
IP Address (Regular Expression) – Controls IP addresses where a campaign can serve. Inclusion or exclusion.

Are you happy to share your optimisation tactics?

We rely on our proprietary algorithm and technology, and our 12 years of experience with over 17,000 campaigns.



Under GDPR what legal basis are you providing your services under?

Taptica provides its service for the legitimate interest of our partners.

If consent is the mechanism then can you prove how you obtained it?


Are you using the IAB Framework?


What other 3rd party data partners require consent for your business to deliver its service?


What do you do with data you obtain from advertiser’s campaigns or data tags?

Data is processed for mobile attribution and analytics. All data is removed on our database after a period of eight weeks.

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?

Can be found here.

Will you share how you build audience, contextual and targeting segments?



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 https://jicwebs.org/certification-process/signatories/

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