Send offline events 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.

Use this destination to send offline measurement data to The Trade Desk, and then use that data for attribution and targeting.

Offline events help your brand track offline conversions—in-store sales, place visits, and other events—as they relate to your brand’s marketing campaigns. Send offline measurement data to The Trade Desk Offline Events, and then use that data for attribution and targeting.

Tip

Send offline events to The Trade Desk Offline Events as soon as possible, ideally, within 1 to 3 days of the transaction date and avoid sending data older than 25 days.

Note

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

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

Get details

Review the following details before configuring credentials for The Trade Desk Offline Events and before configuring Amperity to send offline events to The Trade Desk Offline Events.

	A UID 2.0 agreement and / or a European Unified ID (EUID) agreement .
	Credential settings Advertiser ID Required The advertiser ID for your account with The Trade Desk Offline Events. Advertiser secret Required The advertiser secret for your account with The Trade Desk Offline Events. You can find the advertiser ID and secret key from the management console within The Trade Desk Offline Events. Open “Preferences”, and then “First Party Data Credentials”. The advertiser ID and secret key are shown there.
	Required configuration settings Tracking tag name The name of the tracking tag for which offline events are associated. The name is a string, may have up to 256 characters, must be unique, and may not duplicate any previous name that was used for the same advertiser and offline data provider ID. The tracking tag name will appear in the UI for The Trade Desk Offline Events exactly as it is entered in Amperity. The Trade Desk Offline Events uses a combination of the tracking tag name, your brand’s advertiser ID, and offline data provider ID to build a unique offline tracking tag ID. Use the offline tracking ID to help measure the success of your brand’s marketing campaigns.

Configure credentials

Configure credentials for The Trade Desk Offline Events before adding a destination.

An individual with access to The Trade Desk Offline Events should use SnapPass to securely share “advertiser ID” and “advertiser secret” details with the individual who will configure Amperity.

To configure credentials for The Trade Desk

	From the Settings page, select the Credentials tab, and then click the Add credential button.
	In the Credentials settings dialog box, do the following: From the Plugin dropdown, select The Trade Desk Offline Events. Assign the credential a name and description that ensures other users of Amperity can recognize when to use this destination.
	The settings that are available for a credential are determined by the credential type. For the “tradedesk” credential type, configure settings, and then click Save. Name and description The name and description for a credential. Advertiser ID The advertiser ID for your account with The Trade Desk Offline Events. Advertiser secret The advertiser secret for your account with The Trade Desk Offline Events. You can find the advertiser ID and secret key from the management console within The Trade Desk Offline Events. Open “Preferences”, and then “First Party Data Credentials”. The advertiser ID and secret key are shown there.

Add destination

Use a sandbox to configure a destination for The Trade Desk Offline Events. Before promoting your changes, send a test audience, and then verify the the results in The Trade Desk Offline Events. After the end-to-end workflow has been verified, push the destination from the sandbox to production.

To add a destination for The Trade Desk

	Open the Destinations page, and then click the Add destination button. To configure a destination for The Trade Desk Offline Events, do one of the following: Click the row in which The Trade Desk Offline Events is located. Destinations are listed alphabetically and you can scroll up and down the list. Search for The Trade Desk Offline Events. Start typing “trade”. The list will filter to show only matching destinations. Select “The Trade Desk”.
	Select the credential for The Trade Desk Offline Events from the Credential drop-down, and then click Continue. Tip Click the “Test connection” link on the “Configure destination” page to verify that Amperity can connect to The Trade Desk Offline Events.
	In the “Destination settings” dialog box, assign the destination a name and description that ensures other users of Amperity can recognize when to use this destination. Configure business user access By default a destination is available to all users who have permission to view personally identifiable information (PII). Enable the Admin only checkbox to restrict access to only users assigned to the Datagrid Operator and Datagrid Administrator policies. Enable the PII setting checkbox to allow users with limited access to PII access to this destination. 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.
	Configure the following settings, and then click “Save”. Name and description The name and description for a destination. Business user access By default a destination is available to all users who have permission to view personally identifiable information (PII). Enable the Admin only checkbox to restrict access to only users assigned to the Datagrid Operator and Datagrid Administrator policies. Enable the PII setting checkbox to allow users with limited access to PII access to this destination. 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. Membership duration The length of time (in days), after which a customer will be removed from this audience. This value may be between “0” - “180”. Set this value to “0” to remove audience member. The minimum value should be “7” because The Trade Desk Offline Events uses the previous seven days when building audiences. “14” is the default duration. The maximum value is “180”. The membership duration is measured in days. Adjust the membership duration value to be greater than (or equal to) than the frequency at which your brand will send campaigns or orchestrations from Amperity. For example, if your brand sends a campaign to The Trade Desk Offline Events every 30 days, then the membership duration should be set to “30”. If your brand sends a campaign every 14 days, then the membership duration should be set to “14”. If a campaign is sent every 30 days, but the membership duration is 14, then the audience size for the last 16 days of the duration window will be 0. Tracking tag name The name of the tracking tag for which offline events are associated. The name is a string, may have up to 256 characters, must be unique, and may not duplicate any previous name that was used for the same advertiser and offline data provider ID. The tracking tag name will appear in the UI for The Trade Desk Offline Events exactly as it is entered in Amperity. The Trade Desk Offline Events uses a combination of the tracking tag name, your brand’s advertiser ID, and offline data provider ID to build a unique offline tracking tag ID. Use the offline tracking ID to help measure the success of your brand’s marketing campaigns.
	After this destination is configured, users may configure Amperity to use orchestrations to send query results The Trade Desk Offline Events.

Build a query

Use a query to build a combinations of data from your Customer 360 database tables that best represent the set of offline events that your brand wants to use within The Trade Desk Offline Events.

Tip

Send offline events to The Trade Desk Offline Events as soon as possible, ideally, within 1 to 3 days of the transaction date and avoid sending data older than 25 days.

You can send offline events to The Trade Desk Offline Events to support your brand’s use cases.

A query that returns a collection offline event is similar to:

SELECT
  c360.amperity_id
  ,c360.email AS email
  ,uit.order_datetime AS timestamp
FROM Unified_Itemized_Transactions uit
LEFT JOIN Customer_360 c360 ON uit.amperity_id = c360.amperity_id
WHERE uit.order_datetime > (CURRENT_DATE - interval '25' day)
GROUP BY amperity_id

The query MUST contain the following fields: email and timestamp.

Tip

You may use uid2 as an attribute when Amperity is configured as a UID2 Operator for your brand. For example:

SELECT
  uid2.uid2
  ,uit.order_datetime AS timestamp
FROM Unified_Itemized_Transactions uit
LEFT JOIN UID2 uid2 ON uit.amperity_id = uid2.uid2
WHERE uit.order_datetime > (CURRENT_DATE - interval '25' day)

You may use euid as a source attribute when your brand is a participant in European Unified ID (EUID) .

Caution

Review the list of offline events parameters that may be sent to The Trade Desk Offline Events. Compare these parameters to the fields that are available from your brand’s customer 360 database to determine which fields are available to be sent to The Trade Desk Offline Events.

Some parameters, such as city, region (which represents a state within the United States), and country, must be associated with the location in which the offline event occurred, not the location at which the customer associated with the offline event resides.

The eventname parameter provides a list of options defined by The Trade Desk Offline Events. Your brand must choose one of the defined options.

Offline events paramaters

The following table describes each of the parameters that are required by The Trade Desk Offline Events for offline events. The TD1 - TD10 fields represent the optional fields your brand may include to extend customer profiles to include offline events.

The fields are listed alphabetically, but may be returned by the query in any order.

Field name	Description
cat	Optional; Recommended when transaction details are included with offline events. See item_code, name, price, and qty. The name of a product in your product catalog. This value is most often associated with the Product Category field in the Unified Itemized Transactions table. Within the SELECT statement, return Product Category, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,product_category AS cat
city	Optional The name of the city in which the offline event occurred.
country	Optional The three-letter country code for the country in which the offline event occurred. Note Offline events should only be sent to The Trade Desk Offline Events when they occurred within the United States. Use a WHERE clause to limit query results to only offline events that occurred within the United States. WHERE country = 'USA' Important When country is included in offline results, region must also be included.
email	Required The email address that is associated with the offline event. Note Amperity converts email addresses to a UID 2.0 value, and then sends them to The Trade Desk Offline Events, after which they are available from within The Trade Desk Offline Events as a UID2 or EUID ID type. Rows that are sent to The Trade Desk Offline Events that do not have a UID 2.0 value or have an empty value are removed by The Trade Desk Offline Events.
euid	Optional You may use euid as an attribute when is a participant in European Unified ID (EUID) . For example: SELECT euid.euid ,uit.order_datetime AS timestamp FROM Unified_Itemized_Transactions uit LEFT JOIN EUID euid ON uit.amperity_id = euid.euid WHERE uit.order_datetime > (CURRENT_DATE - interval '25' day)
eventname	Optional; Required for sending product catalogs alongside offline events. An event name groups your brand’s offline events a specific category type for offline events as defined by The Trade Desk Offline Events. The event name that most frequently is associated with offline events for retail transactions is “purchase”, but the event name may be any of the event names that are described in the following table (listed alphabetically): addtocart A user added an item to the shopping cart. direction A user requested and received directions to a physical location for your brand. login A user logged in to a site messagebusiness A user sent a message to your brand using a form or email. purchase Default. A user completed a purchase. Tip Recommended for all retail offline events. searchcategory A user searched for a category searchitem A user searched for an item. sitevisit A user visited a website. startcheckout A user started the checkout process. viewcart A user viewed the contents of their cart. viewitem A user viewed an item. wishlistitem A user added an item to a wish list.
item_code	Optional; Required when transaction details are included with offline events. See cat, name, price, and qty. The unique identifier for a product in your brand’s product catalog. This value is most often associated with the Product ID field in the Unified Itemized Transactions table. Within the SELECT statement, return Product ID, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,product_id AS item_code
name	Optional; Recommended when transaction details are included with offline events. See cat, item_code, price, and qty. The name of a product in your brand’s product catalog. This value is most often associated with the Product Name field in the Unified Itemized Transactions table. Within the SELECT statement, return Product Name, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,product_name AS name
orderid	Recommended A unique identifier for the transaction. The value for this field is a string with a maximum of 64 characters. Note This field should be included with offline events to help The Trade Desk Offline Events deduplicate conversion events. This value is most often associated with the Order ID field in the Unified Transactions table. Within the SELECT statement, return Order ID, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,order_id AS orderid
price	Optional; Recommended when transaction details are included with offline events. See cat, item_code, name, and qty. The price of each item that is associated with an offline event. For example: “$9.99” This value is most often associated with the Item Price field in the Unified Itemized Transactions table. Within the SELECT statement, return Item Price, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,item_price AS price
qty	Optional; Recommended when transaction details are included with offline events. See cat, item_code, and price. The number of items that are associated with an offline event. For example: “10”. This value is most often associated with the Item Quantity field in the Unified Itemized Transactions table. Within the SELECT statement, return Item Quantity, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,item_quantity AS qty
region	Optional; Required when country is included with offline events. The region in which the offline event occurred. For the United States, region refers to the state in which the offline event occurred. Within the SELECT statement, return region in the query results when country is also returned in the query results. This is done typically by mapping a column in a database table to region. For example: ,country AS country ,state AS region Tip Use a WHERE clause to limit query results to only offline events that occurred in specific states. WHERE state = 'CA'
storeid	Optional A unique identifier for the location in which the offline event occurred. For retail transactions, this is most often a unique ID for a store or for a website. This value is most often associated with the Store ID field in the Unified Transactions table. Within the SELECT statement, return Store ID, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,store_id AS storeid If you don’t need to track offline events by individual physical stores, you may use a purchase channel to define this value. For example: ,purchase_channel AS storeid
TD1 - TD10	Optional A series of optional fields that may be used for category or other organization. The value for these fields is a string with a maximum of 64 characters.
timestamp	Required A field in a database table that contains the date and time at which the offline event occurred. For retail-focused offline events this is most often the Order Datetime field in the Unified Transactions table, but it may be from a different table depending on your use case and/or how your brand has configured Amperity. Within the SELECT statement, return Order Datetime, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,order_datetime AS timestamp
uid2	Optional You may use uid2 as an attribute when Amperity is configured as a UID2 Operator for your brand. For example: SELECT uid2.uid2 ,uit.order_datetime AS timestamp FROM Unified_Itemized_Transactions uit LEFT JOIN UID2 uid2 ON uit.amperity_id = uid2.uid2 WHERE uit.order_datetime > (CURRENT_DATE - interval '25' day)
value	Recommended The monetary value of the offline event to your brand. The value for this field must be a decimal. Note This field should be included with offline events to help The Trade Desk Offline Events deduplicate conversion events. For retail-focused offline events this is most often the Order Value field in the Unified Transactions table, but it may be from a different table depending on your use case and/or how your brand has configured Amperity. Within the SELECT statement, return Order Value, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,order_value AS value
valuecurrency	Optional The currency that was associated with the offline event. For retail-focused offline events this is most often the Currency field in the Unified Transactions table, but it may be from a different table depending on your use case and/or how your brand has configured Amperity. Within the SELECT statement, return Currency, and then rename it to the field name required by The Trade Desk Offline Events. For example: ,currency AS valuecurrency