Teads - 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 February 2022
The questions fall under three different categories
What is your business model and how do you make money?
As The Global Media Platform, Teads operates an end-to-end Platform (proprietary SSP, proprietary Ad Manager, etc.) relying on media exchange transactions and ad serving fees for business model.
Can you outline the full details of the agreement on a booking form / contract?
Yes, we can provide templates of our booking form /contracts and the referenced Terms and Conditions (T&Cs).
Will you share who your trading partners are?
We are willing to share our trading partners as we work with all major holding groups.
Do you own the inventory you sell?
We operate as the principal in the media transactions for a significant portion of our business as we have long-term commitments with many of our publishers.
If you don’t own your own inventory then how do you access inventory and which platforms do you use?
We facilitate the buying and selling of inventory through our Teads for Publishers and Teads SSP proprietary ad technologies. We do not buy inventory from third party aggregators.
Do you specify your media placements and positions?
We exclusively use outstream placements for video and display. We specify the dimensions of each placement and where it exists in relation to the fold.
What insights do you provide back to advertisers?
Typically we provide general performance metrics; completion, engagement, viewability. We also provide audience insights post-delivery.
Does the inventory you own or access include UGC content?
We have limited UGC content (< 5% of our inventory), typically reserved to blog content that still goes through our manual and automated review process to ensure that it meets our quality and brand safety requirements.With the increase in performance advertising, this inventory would still be deemed suitable for some buyers.
What brand safety measures do you use?
The Teads publisher team is our first line of defense. We are protective of our premium marketplace and thus have strict terms and conditions that publishers have to meet in order to be approved as a Teads inventory source. We have direct integrations with publishers and Teads’ Account Managers are tasked with monitoring the publishers’ property or properties to ensure the content adheres to our guidelines.
Using contextual analysis technology, we have 11 brand safety channels that are negatively targeted by default on all campaigns that Teads manages directly. These include:
Death & injury
We can replicate a similar targeting for campaigns managed by the clients (programmatic PMPs) at their request.
Each channel consists of keywords that are associated to that content, updated regularly, and are used to scan the keywords inside each article to determine the context of the page.
Our campaigns can host 3rd party verification tags to allow advertisers to have an independent auditor to validate the quality of our network.
Which industry standards have you been certiﬁed against?
JICWEBS DTSG Good Practice Principles; TAG CAF; IAB Gold Standard.
Do you have a policy in place for ad-misplacement?
Yes, Teads Brand Safety Policy is available on the company website and it covers ad misplacement (https://www.teads.com/brand-safety-policy/).
Are you happy to share your optimisation tactics?
Yes we are happy to share optimisation tactics however we may not disclose code developed for our buying engine.
Under GDPR what legal basis are you providing your services under?
Controller and processor. We gather user consent information from the IAB Transparency & Consent Framework across all EEA markets.
If consent is the mechanism then can you prove how you obtained it?
We are utilising the IAB consent framework and using multiple CMPs by choice of our publishers. We can show consent or non-consent in our traﬃc logs.
Are you using the IAB Framework?
What other 3rd party data partners require consent for your business to deliver its service?
None: Our partners have to seek consent for their own business in order to deliver their services. We do check consent for Teads in order to decide using their services when delivered (e.g: Using 3rd-party data coming from Nielsen/Oracle/Liveramp for a given impression)
What do you do with data you obtain from advertiser’s campaigns or data tags?
We use the information we collect to deliver our services:
Targeting: We use data to ﬁlter the ad delivery according to the advertiser's requirements.
User frequency Capping: We use data to prevent displaying too many times the same ad to the same user.
Analytics: We use collected data for monitoring and reporting the campaign delivery for advertisers and publishers and for internal business analysis.
Ad Delivery: We transmit collected data to programmatic buyers so that they can deliver their campaigns.
Delivery Algorithm training: We use collected data in order to improve our service and technology.
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?
Will you share how you build audience, contextual and targeting segments?
To a certain extent, technical implementation will not be fully disclosed.