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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

  • Cookies: Yes

  • Mobile device IDs: Yes

  • RampIDs: Yes

  • CTV IDs: No

  • CIDs/Platform IDs: Yes (UID2s)

UID2s (The Trade Desk's platform ID) are only sent for Data Marketplace distributions.

Lookback window

Time to live

  • Cookies: 90 days

  • Other identifiers: 180 days

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

Programmatic Hybrid

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

  • Advertisers

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

  • Advertisers

[Record Sync] The Trade Desk First-Party Data

Distributing Data Marketplace segments to a specific TTD partner or advertiser seat

Data Marketplace data

  • Data buyers

  • Data sellers

Data Marketplace - Custom Seat

Syndicating Data Marketplace segments to TTD's public, syndicated UI

Data Marketplace data

  • Data sellers

Data Marketplace - Syndicated UI

Distributing third-party data sourced outside of the LiveRamp Data Marketplace

Third-party data

  • Data sellers

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".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 Seat Identifiers & Keys. 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".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.

  • 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.

  • Distributing at the advertiser level requires additional permissions for your The Trade Desk account. To request access, contact your The Trade Desk Technical Account Manager

  • Partner-level segments will be available to all advertiser accounts within that partner account. Advertiser-level segments will only be available for that specific advertiser account.

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".

  1. Download a Data Marketplace segment metadata file that includes the segments you want to edit prices for.

  2. 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)

  3. Upload the segment metadata file.

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".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.