Send audiences to The Trade Desk

The Trade Desk is a platform for wide internet advertising and enables the use of UID 2.0 for first-party paid media advertising.

This topic describes the steps that are required to configure campaigns to send email address lists to The Trade Desk.

Amperity can manage audiences for The Trade Desk demand-side platform, from which your brand can reach audiences throughout their entire digital journey and across every channel and device, including:

  • Display advertising on ABC, ESPN, the Wall Street Journal, live sporting events (Major League Baseball), in-store advertising at WalMart, and more.

  • Video advertising on over-the-top (OTT) and connected TV (CTV) apps and platforms, such as Disney+, Major League Baseball, Hulu, Fox, Vevo, Paramount+, and more.

  • Audio advertising in-between songs and during podcasts across Spotify, Pandora, SoundCloud, iHeart, and more.

What is UID 2.0?

Unified ID 2.0 is an open source identity framework that benefits consumers by allowing them to control how their data is shared with publishers and advertisers.

The Trade Desk supports using UID 2.0 to help establish your customers’ identifies without using third-party data. UID 2.0 enables publisher websites, mobile apps, and Connected TV (CTV) apps to monetize through programmatic workflows, while offering user transparency and privacy controls that meet local market requirements.


This destination uses the The Trade Desk API to manage audiences and send offline events.

Changes to audiences are not immediately available in The Trade Desk. Allow for up to 48 hours after the point at which Amperity has finished sending audience updates for them to be available.


Ask your DataGrid Operator or your Amperity representative for help configuring The Trade Desk as a destination to which you can send campaigns for customer activation.

Build a segment

Use the Segment Editor to build any audience using a series of drop-downs and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

Which attributes should you use?

You can use any attribute that is in your customer 360 database to define your audience.

When the list of customers who belong to this audience is sent to The Trade Desk as part of a campaign you will be required to choose specific attributes to send.

The Trade Desk supports the following attributes: email address lists.

Your brand should only send custom audiences that contain customers who reside within the United States and/or offline events that occurred within the United States to The Trade Desk.

Build a campaign

Use the campaign editor to build campaigns that send data to The Trade Desk. Add a segment, define exclusions and sub-audiences, and then configure Amperity to send campaign data to The Trade Desk.

To build a campaign

Step 1.

The campaign builder is available from the Campaigns page. The Create Campaign button in the top right corner of the page opens the campaign builder.

After the campaign builder opens, give your campaign a name.

Open the campaign builder and give your campaign a name.


The campaign name will always appear in the filename that is sent to any destination.

Use good naming patterns for the campaigns you will send to The Trade Desk. Good naming patterns help ensure that you can easily find your campaigns within Amperity and that the campaign is discoverable in The Trade Desk by users who may not be the same users who built the campaign in Amperity.

Avoid duplication between campaign and treatment group names.

Avoid using The Trade Desk in the name unless the campaign is sent only to The Trade Desk.

Use a naming pattern that ensures the campaign name works across every treatment group that is configured within any sub-audience.

If brand names and/or region names apply to all sub-audiences in the campaign, consider using them within the campaign name.

Step 2.

All campaigns start with an audience. Choose a segment from the Include drop-down list. The customers in that list will become the audience for this campaign.

Choose the audience to use with your campaign.


When a campaign starts with an audience that is defined by a single segment, you can use the segment insights for that segment as a way to measure the performance of that audience over time.

Step 3.

Sometimes campaigns need to exclude certain members of your audience. For example, a churn prevention campaign is often configured to exclude customers who have opted-out of SMS messaging and/or who have unsubscribed from an email list.

When you need to exclude audience members, choose one (or more) segments from the Exclude drop-down list. The customers in an exclusion list will be removed from the audience for this campaign.

Exclude some customers from this campaign.
Step 4.

Some campaigns have just one audience, while others have many and require sub-audiences.

Sub-audiences can be many things. How you choose to configure them depends on your audience, marketing strategy and goals, and the type of campaign you will run in The Trade Desk.

Click Add treatment to add another treatment group to a sub-audience. The total percentages for all treatment groups (and the control group, if present) must be 100%.

Click Add Sub-audience to add more sub-audiences to this campaign, and then use the Audience Builder to define the criteria for that sub-audience.

Step 4.

Assign The Trade Desk as a destination for at least one treatment group, and then edit the attributes for the sub-audience to ensure Amperity is sending the right data to The Trade Desk.

Step 4.

Click Edit attributes to review the attributes that Amperity will send to The Trade Desk.

The Trade Desk requires only email addresses. There are no optional fields.

Amperity pre-selects the list of attributes that may be sent to The Trade Desk. The Edit attributes page for The Trade Desk is similar to:

Edit the attributes for The Trade Desk.


The Merged Customers table is the default table from which data is sent to The Trade Desk, even though segments are often built against the Customer 360 table. This is by design. The Merged Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer 360 table.

Step 7.

A campaign can be configured to be sent once or on a recurring basis. A campaign can also be scheduled (i.e. “to be sent at the time you choose in the future”) or to be sent as soon as possible.

Give your campaign a name.
Step 8.

Enter the date on which you plan to launch your campaign in The Trade Desk. This date helps Amperity improve results tracking and campaign results measurement.

Configure the schedule and timing for your campaign.
Step 9.

When your campaign is ready, click the Schedule button in the top right corner of the Campaigns page.


Amperity will begin processing the segments that define audiences, exclusions, and sub-audiences, and will then send the results to The Trade Desk.

Please allow for enough time for Amperity to complete this process before starting a campaign in The Trade Desk.

Configure default attributes

Each unique destination that is configured to send data to The Trade Desk may be configured to have a set of default attributes that will sent to The Trade Desk every time this destination is associated with a treatment group in an active campaign.

Default attributes may be configured for a destination by clicking the Default attributes link next to the Create campaign button on the Campaigns page.

The source table is set to Merged Customers for most attributes. Your brand may configure each attribute to be pulled from the source table that best represents how your brand wants to use the attribute in The Trade Desk.

The Trade Desk has the following requirements:

Source attribute

Destination attribute