DocumentationExperience PlatformDestinations Guide

The Trade Desk - CRM connection

Last update: Wed Jan 28 2026 00:00:00 GMT+0000 (Coordinated Universal Time)

CREATED FOR:

  • Admin
  • User
IMPORTANT
There are two The Trade Desk - CRM destinations in the destinations catalog.
  • If you source data in the EU, use the The Trade Desk - CRM (EU) destination.
  • If you source data in the APAC or NAMER regions, use the The Trade Desk - CRM (NAMER & APAC) destination.
This destination connector and documentation page are created and maintained by the Trade Desk team. For any inquiries or update requests, please contact your Trade Desk representative.

Overview overview

Understand how you can activate profiles to your Trade Desk account for audience targeting and suppression based on CRM data.

This connector sends data to The Trade Desk for First-Party Data activation. The Trade Desk store your raw (unhashed) emails and phone numbers.

TIP
Use The Trade Desk - CRM destination to send CRM data (such as emails and phone numbers) and other First-Party Data identifiers like cookies and device IDs. You can continue to use the Trade Desk destination in the Experience Platform catalog for cookies and device ID mappings.

Prerequisites prerequisites

IMPORTANT
Before you can activate audiences to The Trade Desk, you must contact your Trade Desk account manager to enable the feature. If you are sending emails, phone numbers and UID2/EUID you must share the signed UID2/EUID agreement with The Trade Desk.

ID Matching Requirements id-matching-requirements

Depending on the type of IDs that you ingest into Adobe Experience Platform, you must adhere to their corresponding requirements. Please read the Identity Namespace overview for more information.

Supported identities supported-identities

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

Both unhashed and hashed emails addresses and phone numbers are supported by Adobe Experience Platform. Follow the instructions in the ID matching requirements section and use the appropriate namespaces for plain text and hashed email addresses, respectively.

Target Identity
Description
Email
Email addresses (clear text)
Email_LC_SHA256
Email addresses need to be hashed using SHA256 and lowercased. You won’t be able to change this setting later.
Phone (E.164)
Phone numbers that need to be normalized in E.164 format. The E.164 format includes a plus sign (+), an international country calling code, a local area code, and a phone number. For example: (+)(country code)(area code)(phone number). This identifier is not available for The Trade Desk – First-Party Data (EU).
Phone (SHA256_E.164)
Phone numbers that have already been normalized to E.164 format and then hashed using SHA-256, with the resulting hash Base64-encoded. This identifier is not available for The Trade Desk – First-Party Data (EU).
TDID
Cookie ID in The Trade Desk
GAID
Google Advertising ID
IDFA
Apple ID for Advertisers
UID2
The raw UID2 value
UID2Token
The encrypted UID2 token, also known as an advertising token.
EUID
The raw European Union ID value
EUIDToken
The encrypted EUID token, also known as an advertising token.
RampID
The 49-character or 70-character RampID (previously known as IdentityLink or IDL). This must be a RampID from LiveRamp that is mapped specifically for The Trade Desk.
netID
The user’s netID as a 70-character base64-encoded string. This ID is supported only in Europe.
FirstID
The user’s First-id, a first-party cookie typically set by publishers in France. This ID is supported only in Europe.

Email hashing requirements email-hashing

You can hash email addresses before ingesting them into Adobe Experience Platform or use raw email addresses.

To learn about ingesting email addresses in Experience Platform, read the batch ingestion overview.

If you select to hash the email addresses yourself, make sure to comply with the following requirements:

  • Remove leading and trailing spaces.

  • Convert all ASCII characters to lowercase.

  • In gmail.com email addresses, remove the following characters from the username part of the email address:

    code language-none 
    * The period (`.`) character (ASCII code 46). For example, normalize `jane.doe@gmail.com` to `janedoe@gmail.com`.
* The plus sign (`+`) character (ASCII code 43) and all subsequent characters. For example, normalize `janedoe+home@gmail.com` to `janedoe@gmail.com`.

Phone number normalization and hashing requirements phone-hashing

Here’s what you need to know about uploading phone numbers:

  • You must normalize phone numbers before sending them in a request, regardless of whether you send them hashed or unhashed in a request.
  • To upload normalized, hashed, and encoded data, you must send phone numbers as Base64-encoded SHA-256 hashes of the normalized phone numbers.

Whether you want to upload raw or hashed phone numbers, you must normalize them.

IMPORTANT
Normalization before hashing ensures that the generated ID value will always be the same, and the data can be matched accurately.

Here’s what you need to know about phone number normalization requirements:

  • The UID2 Operator accepts phone numbers in the E.164 format, which is the international telephone number format that ensures global uniqueness.

  • E.164 phone numbers can have a maximum of 15 digits.

  • Normalized E.164 phone numbers use the following syntax: [+][country code][subscriber number including area code] with no spaces, hyphens, parentheses, or other special characters. Here are a few examples:

    code language-none 
    * US: 1 (234) 567-8901 is normalized to +12345678901.
* Singapore: 65 1243 5678 is normalized to +6512345678.
* Australia: mobile phone number 0491 570 006 is normalized to add the country code and drop the leading zero: +61491570006.
* UK: mobile phone number 07812 345678 is normalized to add the country code and drop the leading zero: +447812345678.

Make sure that the normalized phone number is UTF-8, not another encoding system such as UTF-16.

A phone number hash is a Base64-encoded SHA-256 hash of a normalized phone number. The phone number is first normalized, then hashed using the SHA-256 hashing algorithm, and then the resulting bytes of the hash value are encoded using Base64 encoding. Note that the Base64 encoding is applied to the bytes of the hash value, not the hex-encoded string representation.
The following table shows an example of a simple input phone number, and the result as each step is applied to arrive at a secure, opaque value.

Type
Example
Comments and usage
Raw phone number
1 (234) 567-8901
This is the starting point.
Normalized phone number
+12345678901
Normalization is always the first step.
SHA-256 hash of normalized phone number
10e6f0b47054a83359477dcb35231db6de5c69fb1816e1a6b98e192de9e5b9ee
This 64-character string is a hex-encoded representation of the 32-byte SHA-256.
Hex to Base64 SHA-256 encoding of normalized and hashed phone number
EObwtHBUqDNZR33LNSMdtt5cafsYFuGmuY4ZLenlue4
This 44-character string is a Base64-encoded representation of the 32-byte SHA-256. The SHA-256 hash is a hexadecimal value. You must use a Base64 encoder that takes a hex value as input. Use this encoding for phone_hash values sent in the request body.
IMPORTANT
When applying Base64 encoding, be sure to use a function that takes a hex value as input. If you use a function that takes text as input, the result is a longer string which is invalid for the purposes of UID2.

Export type and frequency export-type-frequency

Refer to the table below for information about the destination export type and frequency.

Item
Type
Notes
Export type
Audience export
You are exporting all members of an audience with the identifiers (email or hashed email) used in the Trade Desk destination.
Export frequency
Daily Batch
As a profile is updated in Experience Platform based on audience evaluation, the profile (identities) are updated once a day downstream to the destination platform. Read more about batch exports.

Connect to the destination connect

Authenticate to Destination authenticate

The Trade Desk CRM Destination is a daily batch file upload and does not require authentication by the user.

Fill in Destination Details fill-in-details

Before you can send, or activate, audience data to a destination, you must set up a connection to your own destination platform. While setting up this destination, you must provide the following information:

  • Account Type: Please choose the Existing Account option.
  • 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.
  • Advertiser ID: your Trade Desk Advertiser ID, which can either be shared by your Trade Desk Account Manager or be found under Advertiser Preferences in the Trade Desk UI.

Experience Platform UI screenshot showing how to fill in destination details.

When connecting to the destination, setting a data governance policy is completely optional. Please review the Experience Platform data governance overview for more details.

Activate audiences to this destination activate

IMPORTANT

Read activate audience data to batch profile export destinations for instructions on activating audiences to a destination.

In the Scheduling page, you can configure the schedule and the file names for each audience you are exporting. Configuring the schedule is mandatory, but configuring the file name is optional.

Experience Platform UI screenshot to schedule audience activation.

NOTE
All audiences activated to The Trade Desk CRM Destination are automatically set to a daily frequency and full file export.

Experience Platform UI screenshot to schedule audience activation.

In the Mapping page, you must select attributes or identity namespaces from the source column and map to the target column.

Experience Platform UI screenshot to map audience activation.

Below is an example of correct identity mapping when activating audiences to The Trade Desk CRM destination.

Selecting source and target fields:

Source field
Target field
Email
email
Email_LC_SHA256
hashed_email
Phone (E.164)
phone
Phone (SHA256_E.164)
hashed_phone
TDID
tdid
GAID
daid
IDFA
idfa
UID2
uid2
UID2Token
uid2_token
EUID
euid
EUIDToken
euid_token
RampID
idl
ID5
id5
netID
net_id
FirstID
first_id

Validate Data Export validate

To validate that data is correctly exported out of Experience Platform and into The Trade Desk, please find the audiences under the Adobe 1PD tab within The Trade Desk “Advertiser Data and identity” library. Here are the steps to finding the corresponding ID within the Trade Desk UI:

  1. First, select the Libraries tab, and review the Advertiser data and identity section.
  2. Click on the Adobe 1PD, and it will list out all audiences activated to The Trade Desk.
  3. The Segment Name or Segment ID from Experience Platform will appear as the Segment Name in the Trade Desk UI.

Data usage and governance data-usage-governance

All Adobe Experience Platform destinations are compliant with data usage policies when handling your data. For detailed information on how Adobe Experience Platform enforces data governance, see the Data Governance overview.

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