The Trade Desk connection

Overview

The Trade Desk destination helps you send profile data to The Trade Desk.

The Trade Desk is a self-service platform for ad buyers to execute retargeting and audience targeted digital campaigns across display, video, and mobile inventory sources.

To send profile data to Trade Desk, you must first connect to the destination.

Use cases

As a marketer, I want to be able to use segments built off of Trade Desk IDs or device IDs to create retargeting or audience targeted digital campaigns.

Supported identities

The Trade Desk supports the activation of identities described in the table below. Learn more about identities.

Target Identity Description
GAID Google Advertising ID
IDFA Apple ID for Advertisers
The Trade Desk ID Advertiser ID in The Trade Desk platform

Export type

Segment export - you are exporting all members of a segment (audience) to the destination.

Prerequisites

If you are looking to create your first destination with The Trade Desk and have not enabled the ID sync functionality in Experience Cloud ID Service in the past (with Adobe Audience Manager or other applications), please reach out to Adobe Consulting or Customer Care to enable ID syncs. If you had previously set up The Trade Desk integrations in Audience Manager, the ID syncs you had set up carry over to Platform.

Connect to the destination

To connect to this destination, follow the steps described in the destination configuration tutorial.

Connection parameters

While setting up this destination, you must provide the following information:

  • Name: A name by which you will recognize this destination in the future.
  • Description: A description that will help you identify this destination in the future.
  • Account ID: Your Trade Desk Account ID.
  • Server Location: Ask your Trade Desk representative which regional server you should use. These are the available regional servers you can choose from:
    • Europe
    • Singapore
    • Tokyo
    • North America East
    • North America West
    • Latin America

Activate segments to this destination

See Activate audience data to streaming segment export destinations for instructions on activating audience segments to this destination.

In the Segment schedule step, you must manually map your segments to their corresponding ID or friendly name in the destination platform.

When mapping segments, we recommend you use the Platform segment name or a shorter form of it, for ease of use. However, the segment ID or name in your destination does not need to match the one in your Platform account. Any value you insert in the mapping field will be reflected by the destination.

If you are using multiple device mappings (cookie IDs, IDFA, GAID), make sure to use the same mapping value for all three mappings. The Trade Desk will aggregate all of them into a single segment, with a device-level breakdown.

Segment Mapping ID

Exported data

To verify if data has been exported successfully to The Trade Desk destination, check your Trade Desk account. If activation was successful, audiences are populated in your account.

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