The Data Activation connector for theTradeDesk enables you to integrate your customer data with one of the most advanced demand-side platforms (DSPs) available. This powerful connection allows you to execute programmatic advertising campaigns with precision, using enriched audience insights.
This Server-to-server connection allows you to send and remove profiles from lists in theTradeDesk DSP. This connection is based on theTradeDesk cookie or Mobile advertising ID. A cookie sync needs to be set up for usage with a cookie.
Here's how this integration benefits your advertising efforts:
Enriched audience targeting: Use first-party data to build detailed, actionable audience segments in theTradeDesk, ensuring your ads reach the right people at the right time.
Dynamic retargeting: Re-engage customers based on real-time behaviors and recent interactions by syncing dynamic customer data with theTradeDesk.
Cross-device targeting: Use theTradeDesk's cross-device capabilities combined with data insights to deliver cohesive ad experiences across all customer touchpoints.
Real-time data activation: Automatically sync updated audience lists to theTradeDesk, ensuring your campaigns are always aligned with the latest customer data.
Optimize media spend: Focus your ad spend on high-value audience segments to reduce wasted impressions and maximize return on investment (ROI).
Actionable campaign insights: Combine customer intelligence with theTradeDesk's robust reporting tools to analyze and refine your campaigns for better performance.
Omnichannel alignment: Ensure consistent messaging and seamless coordination across channels by integrating your programmatic advertising efforts with cross-channel capabilities.
Destination connector overview
Attribute | Value |
|---|---|
Platform type | DSP |
PartnerType Slot | 22, 6001 |
Cookie Sync | Yes (only for partnerNumber 22) |
Connecting protocol | REST |
Syncs Data On | Add, Remove |
Allowed setting multiple connectors | Yes |
ProfileVars Support | No |
Endpoint |
|
Before you begin
Before configuring theTradeDesk connector, you need:
TheTradeDesk Advertiser ID
TheTradeDesk Secret Key
CMP if cookie syncs are needed from within the EU
Important
Currently for theTradeDesk only a standard non-GDPR based cookie sync is available, meaning the cookie sync is only done by TTD outside of EU countries. If you have a CMP and want to use theTradeDesk, please contact support@relay42.com for the proper setup and modifications.
Finding your credentials:
Log in to your theTradeDesk (TTD) account.
Navigate to Preferences at the top left of the screen.
Scroll down to the First Party Data Credential section.
The Advertiser ID and Secret Key are displayed there.
Instructions
Step 1: Configure cookie sync
Cookie sync is only required for partnerNumber 22.
To set up the cookie sync:
In Data Activation, navigate to Tags and select Pages.
On the Global path, click the + button to create a new tag.
In the popup window, search for Relay42 data.
Click the Relay42 data icon to reveal the options to the right. Find Cookie sync in the list and click Select Variant.
In the drop-down list, select The Trade Desk.
Note
Don't forget to publish the tags after saving.
Step 2: Configure destination
On the Data Activation platform, select Connectors in the left-side navigation bar.
Select Server to Server and click New Connector.
Select TradeDesk.
Fill in the requested information in the form. Hover your mouse over the info icons to read more about each field.
Step 3: Add the destination connector to an audience or journey
Once the connector is set up, you can create audiences as you normally would:
Select your newly created connector.
Give theTradeDesk an audience name.
Tip
Copy and paste the audience name from theTradeDesk into the "Audience name" field.
Troubleshooting
My cookie sync does not store any identifier.
On April 30, 2022, TTD ensured compliance with IAB TCF. They require a flag GDPR=0 or GDPR=1. They also use geolocalization to determine if traffic comes from a GDPR applicable country. If this is the case, a sync is only done when GDPR=1 and the TCF consent string is passed. As long as this isn't done, no identifier is returned by TCF. To do this, an IAB approved CMP is needed.