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.

Note

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.

Note

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.

Add to a campaign

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

To add The Trade Desk to a campaign

	Open the Campaign Editor. This is available from the Campaigns page. Click the Create campaign button in the top right corner of the page.
	Assign The Trade Desk as a destination for at least one treatment group. Note You may need to edit the attributes for the sub-audience to ensure Amperity is sending the right data to The Trade Desk.
	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: Note 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.

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
email	email
uid2 You may use uid2 as a source attribute when Amperity is configured as a UID2 Operator for your brand.	uid2