Announcing the Ability to Run RampID-Based Campaigns on The Trade Desk (2/10/21)
Tip
As of May 24, 2021, the name for LiveRamp's pseudonymous identifier (formerly known as "IdentityLink" or "IDL") is now "RampID." While we transition to this new name over the coming months, you might continue to see the previous names in help documentation text and images, and in some product names. See this announcement for more information.
For customers activating first-party data via The Trade Desk (TTD), you can now enter into a beta program that allows you to target using RampIDs and deliver addressability across formats and devices.
This integration allows advertisers to seamlessly transition their media buying strategy away from third-party cookies and mobile device IDs. By bidding on RampIDs, advertisers can reach their audiences on Safari and Firefox inventory, and increase their addressable reach.
To activate a RampID-based campaign on TTD:
Contact your LiveRamp Customer Success Manager to join the beta and provide them with a list of the segments you’d like to include in your campaign.
LiveRamp duplicates your segments (by creating “derived segments”) and adds “RampID” in the segment name so that you can differentiate those segments from your cookie/MAID segments in TTD.
LiveRamp enables a TTD “BETA - 1st Party Data Activation - RampIDs” destination account integration tile in your Connect account.
Activate a TTD “BETA - 1st Party Data Activation - RampIDs” destination account (see below for further instructions) using the new integration tile.
Distribute the derived segments that LiveRamp created to TTD using the “BETA - 1st Party Data Activation - RampIDs” destination account.
Note
This new integration will deliver only RampIDs to TTD. If you’d like to also deliver cookies and MAIDs to TTD, distribute the same segments using the standard TTD “1st Party Data Activation” tile. If you want to run a campaign solely on RampIDs, you only have to use the RampID destination account integration.
Note
We are currently limiting RampID distributions to first-party data. If you’d like to enable Data Marketplace data (third-party data) RampID delivery, contact your LiveRamp account team.
Activate a TTD RampID Integration Destination Account
To distribute RampID-based data to TTD, you will need to activate a new TTD “BETA - 1st Party Data Activation - RampIDs” destination account in Connect.
Follow the instructions in “Activate a New Destination Account” and enter the required destination account properties:
Advertiser ID: Your TTD Advertiser ID.
Encryption key: Your TTD encryption key. TTD calls this a 'Secret Key'. You can retrieve this from the TTD UI. Contact your TTD rep if you need assistance.
Destination Account Name: Pick a unique and memorable name for this account. We suggest including ‘RampIDs’ in the name for easier tracking.
If you have further questions, email ATS@liveramp.com.