Distribute Data to The Trade Desk
See the sections below for an overview on our integration with The Trade Desk (TTD) and for information on distributing first-party data or Data Marketplace data to TTD.
Note
Distributing data with Connect involves activating a destination account for the destination you’re distributing to and then adding segments to distribution for that destination account. See the articles below for instructions:
Note
After you've run a campaign on The Trade Desk, you're probably going to want to measure the effectiveness of that campaign. LiveRamp offers The Trade Desk Conversions API integration, which enables LiveRamp customers who currently distribute data to The Trade Desk (TTD) to send conversion data to TTD. TTD performs attribution analysis on the impact of that advertiser’s TTD campaigns on conversions. This allows advertisers to understand how TTD campaigns drive offline conversions and to find additional data to better optimize ad spend or customer experience. For more information, see "The Trade Desk Conversions API Program for Offline Conversions".
Overview of The Trade Desk Integration
LiveRamp's integration with The Trade Desk follows the guidelines listed in the table below:
Caution
The information listed below was current at the time of publication and represents our best understanding of the integration based on the information available at the time, including information given to us by the destination platform. Any sections not filled out are areas we did not have information on at the time of publication. Use this as a general guide, but check with the platform to confirm any areas that are critical to your use case.
Category | Area | Info | Notes |
|---|---|---|---|
Delivery/Matching | Identifiers that can be delivered |
| UID2s (The Trade Desk's platform ID) are only sent for Data Marketplace distributions. |
Lookback window | |||
Time to live |
| ||
Enabled for Record Sync | Yes | ||
Accepts raw fields | No | For more information, see “Platforms that Do Not Accept Raw Fields”. | |
Duplicate segment names allowed | Yes | ||
Configuration | Account info needed | Varies depending on the integration. | For more information, see the sections below. |
Requires OAuth authorization | No | ||
Additional data restrictions | None, but Data Marketplace segments go through a review process at The Trade Desk (reviews complete within 72 hours) | For information on LiveRamp’s standard data restrictions, see “LiveRamp Data Restrictions” and “Data Marketplace Segment Review and Approval”. | |
Requires LiveRamp action to activate destination account | No | ||
Data Marketplace | Accepts Data Marketplace data | Yes | For more information, see the “Distribute Data Marketplace Data to The Trade Desk” section below. |
Data Marketplace pricing used | |||
Additional Data Marketplace limitations or guidelines | |||
Additional Information | Can display matched reach in Connect | Yes | |
Limit on number of audiences per seat ID in the platform | 500 | ||
Exposure logs available | Yes | You can request exposure logs from The Trade Desk, which can be configured to be delivered into your LiveRamp account. For more information, contact your LiveRamp account team. | |
LiveRamp Conversions API program available | Yes | For more information, see "The Trade Desk Conversions API Program for Offline Conversions". |
The Trade Desk Integration Options
When activating The Trade Desk destination account, the following integration options are available:
Use | Data Type | Who It’s For | Integration Name |
|---|---|---|---|
Distributing first-party data to your TTD private advertiser seat | First-party data |
| The Trade Desk First-Party Data |
Distributing first-party data to your TTD private advertiser seat, including sending user deletions with Record Sync | First-party data |
| [Record Sync] The Trade Desk First-Party Data |
Distributing Data Marketplace segments to a specific TTD partner or advertiser seat | Data Marketplace data |
| Data Marketplace - Custom Seat |
Syndicating Data Marketplace segments to TTD's public, syndicated UI | Data Marketplace data |
| Data Marketplace - Syndicated UI |
Distributing third-party data sourced outside of the LiveRamp Data Marketplace | Third-party data |
| 3rd Party Data Onboarding |
Distribute First-Party Data to The Trade Desk
To distribute first-party data to The Trade Desk, follow our instructions in "Activate a New Destination Account" and select the appropriate integration tile.
When distributing your first-party data to The Trade Desk, two integration options are available:
A Record Sync-enabled first-party data integration, which keeps your data fresh at the destination by enabling data refreshes to utilize user deletions (see "Keep Destination Data Fresh with Record Sync" for more information).
Note
Record Sync is currently only available to US customers.
A first-party integration that is not enabled for Record Sync.
Once you’ve activated the destination account, follow our instructions in "Distribute Data to a Destination".
Configure the Required Properties
When activating the destination account, the following fields are required:
Field | Description | Notes |
|---|---|---|
Advertiser ID | Your TTD Advertiser ID. | This ID should be numeric. To locate your TTD Advertiser ID from you TTD account, click the "Advertiser Preferences" icon at the top right and then click . Your Advertiser ID will be under the "First Party Data Credential" section. |
Encryption Key | Your TTD encryption key | |
Destination Account Name | The name you want to give to this destination account. | Enter a unique and memorable name for this destination account, or accept the default suggested name. You can use any name you want as long as it is less than 150 characters in length. |
Distribute Data Marketplace Data to The Trade Desk
Data Marketplace data can be distributed to The Trade Desk in the situations listed below:
Party Distributing | Distribution Type | Integration to Use | Notes |
|---|---|---|---|
Data buyers | Standard segments: Yes | Data Marketplace - Custom Seat | Use to distribute Data Marketplace segments to a specific TTD partner or advertiser seat |
Custom segments: Yes | |||
Data sellers | Standard segments: Yes | Data Marketplace - Syndicated UI | Use to syndicate Data Marketplace segments to TTD's public, syndicated UI |
Custom segments: Yes | Data Marketplace - Custom Seat | Use to distribute Data Marketplace segments to a specific TTD partner or advertiser seat |
Once you’ve activated the destination account, follow our instructions on "Distribute Data to a Destination".
To distribute Data Marketplace data to The Trade Desk, activate the “Data Marketplace” destination account tile listed in the table above by following the instructions in "Activate a New Destination Account".
Once you’ve activated the destination account, follow our instructions in "Distribute Data to a Destination".
Guidelines for Distributing Data Marketplace Data
Use the following guidelines when distributing Data Marketplace data:
Caution
If a Data Marketplace segment with a CPM of less than $5 is added to a distribution to TTD without having both a programmatic percentage of media and a CPM cap, the delivery job will remain in "Queued" status. If a delivery job is in the "Queued" status for more than 24 hours and you suspect this is due to pricing issues, create a support case following these instructions to have the pricing fields corrected.
Note
If you’re a data seller who needs to distribute Data Marketplace segments to a specific buyer at TTD, you will need to activate a new “Data Marketplace - Custom Seat” destination account for each buyer. Connect will prompt you to enter the buyer's TTD Partner ID when you create each new destination account. This is typically a short alphanumeric string that looks something like "ac81c0z."
Data sellers who have been pre-approved by The Trade Desk can syndicate their standard segments using the "Data Marketplace - Syndicated UI" destination account tile. For more information, see the "Information for Data Sellers" section below.
Third-party data sourced outside of the LiveRamp Data Marketplace can also be distributed by data sellers through the “3rd Party Data Onboarding” integration. For more information, see the "Distribute Third-Party Data to The Trade Desk" section below.
Configure the Required Properties
When activating the destination account, the following fields are required:
Field | Description | Notes |
|---|---|---|
Partner ID | The Partner ID of the partner that you are sending the segments to. | The Partner ID is typically a seven (7) digit alphanumeric string and can be found under “Preferences > Partner Info” within the Trade Desk. |
Segment Level | Select “Advertiser” to deliver to an advertiser seat or select “Partner” to deliver to a partner seat. |
|
Advertiser ID | When Segment Level is set to “Advertiser”, enter the advertiser ID of the partner that you’re sending the segments to. When Segment Level is set to “Partner”, leave Advertiser ID at “0”. | |
Destination Account Name | The name you want to give to this destination account. | Enter a unique and memorable name for this destination account, or accept the default suggested name. You can use any name you want as long as it is less than 150 characters in length. |
Information for Data Sellers
For information on enabling your Data Marketplace segments for The Trade Desk, review the guidelines below.
Caution
All Data Marketplace segments with a programmatic standard CPM of less than $5 being distributed to TTD are priced at a “programmatic hybrid” pricing model that consists of a percentage of media (PoM) rate ("programmatic percentage of media") and a CPM cap. You must provide the designated percentage(s) of gross media spend and CPM caps either via a segment metadata file or individually in the Connect UI (PoM will vary by segment). See "Data Marketplace Pricing Options" for more information.
TTD only allows Data Marketplace segments from pre-approved data sellers to be sent to their platform. Segments from non-approved data sellers cannot be added to TTD Data Marketplace distributions.
If you're enabling a custom segment and allowlisting The Trade Desk, you must include the necessary Programmatic Hybrid pricing information if the programmatic standard CPM is less than $5 or the segment metadata file upload will fail.
In addition to distributing your Data Marketplace segments to data buyers, The Trade Desk allows pre-approved data sellers to distribute their Data Marketplace segments to The Trade Desk so that data buyers can view and buy those Data Marketplace segments within The Trade Desk. This process is usually referred to as “syndication”, but is sometimes also referred to as “stocking the shelves”. For the specific steps to syndicate your segments, see the information below.
For information on distributing your Data Marketplace segments to The Trade Desk, review the guidelines below.
Pricing information: Uses "Programmatic Hybrid" pricing
Editing segment metadata: Only pricing can be updated after distribution. For more information, see the "Editing Segment Prices for The Trade Desk" section below.
Syndication allowed: Yes.
Syndication pre-approval required: Yes.
Syndication approval process steps and timeline: Fill out this questionnaire from TTD. TTD will review the questionnaire and will let you know if you are approved in 4-6 weeks.
Syndication distribution process: Once you’ve been approved, distribute your segments through the "Data Marketplace - Syndicated UI" tile. Once the segments arrive in TTD (1-3 days), TTD will review and approve the segments within 72 hours.
Editing Segment Prices for The Trade Desk
Data sellers can edit the Programmatic Hybrid pricing fields used by The Trade Desk for segments that have a Programmatic Standard CPM of less than $5 by updating the segment metadata file:
Note
These pricing fields cannot be edited individually in the Connect UI.
Unlike other pricing fields, the Programmatic Hybrid pricing fields used by The Trade Desk can be edited after the segments have been distributed. For more information, see "Edit Existing Data Marketplace Segment Information".
Download a Data Marketplace segment metadata file that includes the segments you want to edit prices for.
Update the appropriate Programmatic Hybrid pricing column values (for full instructions, see "Update a Data Marketplace Segment Metadata File"):
Programmatic % of Media (column W)
CPM Cap (Column X)
Distribute Third-Party Data to The Trade Desk
To distribute third-party data sourced outside of the LiveRamp Data Marketplace, follow our instructions in "Activate a New Destination Account" and select the “3rd Party Data Activation” integration tile.
Note
This integration requires a direct commercial and billing relationship with TTD. You must have a Trade Desk-provided Provider ID and appropriate agreements in place to use this destination account.
The 3rd Party Data Onboarding integration can accommodate both custom and syndicated workflows.
If this tile does not appear in your Connect account, create a support case.
Once you’ve activated the destination account, follow our instructions in "Distribute Data to a Destination".
Note
For syndicated workflows, the Brand and Partner ID fields are not needed. You can enter any values in these fields.
Brand: Enter the name of your client (advertiser or partner) that is requesting this data.
Data Provider: Enter your data brand name.
Encryption Key: Enter the TTD Secret Key that belongs to your Provider ID.
Partner ID: Enter the Partner ID of the TTD client that is receiving the segments.
Provider ID: Enter your Provider ID.
TTD AM Email: Enter the email address of your TTD account manager.
Your Email: Enter Email address of the user initiating the data delivery. We need this to keep you in the loop with the distribution.
Destination Account Name: Enter a unique and memorable name for this destination account, or accept the default suggested name. You can use any name you want as long as it is less than 150 characters in length.