Send data 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.

Warning

Please ask your Amperity representative for assistance with setting up The Trade Desk as a destination within your tenant.

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 .

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.

This topic describes the steps that are required to send audience lists to The Trade Desk from Amperity:

1. Get details

2. Add destination

3. Add data template

Get details

The The Trade Desk destination requires the following configuration details:

	Configuration details for The Trade Desk. The advertiser ID The advertiser secret Tip You can find the advertiser ID and secret key from the management console within The Trade Desk. Open Preferences, and then First Party Data Credentials. The advertiser ID and secret key are shown there.
	The name of a segment in The Trade Desk. The membership duration defines the length of time (in days) at which individual audience members will belong to the segment. The minimum value should be “7” because The Trade Desk uses the previous seven days when building audiences. “14” is the recommended duration. Tip Set this value to “0” to remove all audience members.
	Use a query to return a list of emails to be sent to The Trade Desk. For example: SELECT email FROM Customer_360 You may build a more refined list of email addresses, such as those associated with a high-value audience (historical or predicted), or those with affinities for certain products in your brand. Important The email column is required and may not be aliased. Use an orchestration to send the list of emails to The Trade Desk, after which those email addresses will be used to create audiences within The Trade Desk. 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.

Add destination

Configure Amperity to send audience lists directly to The Trade Desk.

To add a destination

	Open the Destinations tab to configure a destination for The Trade Desk, and then click the Add Destination button to open the Destination dialog box. Enter a name for this destination and provide a description. For example: “The Trade Desk” and “This sends audiences to The Trade Desk”. From the Plugin drop-down, start typing “trad” to filter the list, and then select The Trade Desk.
	Credentials allow Amperity to connect to The Trade Desk. The credential type is set automatically to tradedesk. You may use an existing credential or you may add a new one. Select an existing credential from the Credential drop-down. – or – Select Create a new credential from the Credential drop-down. This opens the Credential dialog box. Add the advertiser ID and secret key for your account with The Trade Desk. Tip You can find the advertiser ID and secret key from the management console within The Trade Desk. Open Preferences, and then First Party Data Credentials. The advertiser ID and secret key are shown there. When finished, click Save.
	Each destination has settings that define how Amperity will deliver data to The Trade Desk. These settings are listed under the Settings section of the Destination dialog box. Optional. You may define a segment name and membership duration (in days) for individual audience members. These may be left blank, and then specified with a data template. Tip The membership duration is measured in days. The minimum value should be “7” because The Trade Desk uses the previous seven days when building audiences. “14” is the recommended duration. Set this value to “0” to clear out the audience in the segment.
	Business users are assigned to the Amp360 User and/or AmpIQ User policies. (Amp360 User allows access to queries and orchestrations and AmpIQ User allows access to segments and campaigns.) A business user cannot select a destination that is not visible to them. Business users – including users assigned to the DataGrid Operator policy – may have restricted access to PII. What is restricted access to PII? Restricted PII access is enabled when the Restrict PII Access policy option that prevents users who are assigned to that option from viewing data that is marked as PII anywhere in Amperity and from sending that data to any downstream workflow. You can make this destination visible to orchestrations and allow users with restricted access to PII to use this destination by enabling one (or both) of the following options: Note To allow business users to use this destination with campaigns, you must enable the Make available to campaigns option within the data template. This allows users to send campaign results from Amperity to The Trade Desk. The other two settings may be configured within the data template instead of the destination.
	Review all settings, and then click Save. Important You must configure a data template for this destination before you can send data to The Trade Desk.

Add data template

A data template defines how columns in Amperity data structures are sent to downstream workflows. A data template is part of the configuration for sending query and segment results from Amperity to an external location.

To add a data template

	From the Destinations tab, open the menu for a destination that is configured for The Trade Desk, and then select Add data template. This opens the Add Data Template dialog box. From the Destinations tab, open the menu for a destination that is configured for The Trade Desk, and then select Add data template. This opens the Add Data Template dialog box.
	Verify business user access to queries and orchestrations and access to segments and campaigns. A business user may also have restricted access to PII, which prevents them from viewing and sending customer profile data. If business user access was not configured as part of the destination, you may configure access from the data template. Important To allow business users to use this destination with campaigns, you must enable the Make available to campaigns option. This allows users to send campaign results from Amperity to The Trade Desk. If you enable this option, the data extension settings require using campaign name and group name template variables to associate the name of the data extension to your campaign.
	Verify all configuration settings. The name of the segment in The Trade Desk. The membership duration defines the length of time (in days) at which individual audience members will belong to the segment. The minimum value should be “7” because The Trade Desk uses the previous seven days when building audiences. “14” is the recommended duration. Set this value to “0” to clear out the audience in the segment. Note When the segment name and membership duration settings are not configured as part of the destination, you must configure them as part of the data template before making this destination available to campaigns.
	Review all settings, and then click Save. After you have saved the data template, and depending on how you configured it, business users can send audience lists to The Trade Desk.