Send audiences to The Trade Desk Data Marketplace

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

The Trade Desk Data Marketplace is a platform that allows advertisers to purchase access to your brand’s audiences, and then use those audiences for their advertising campaigns.

Use this destination to monetize your brand’s UID 2.0-based audiences by making them available for purchase by advertisers at various rates in The Trade Desk Data Marketplace.

What is UID 2.0?

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

The Trade Desk Data Marketplace 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.

How this destination works

Send audiences to The Trade Desk Data Marketplace using the The Trade Desk Partner API to make ID-based audiences available to advertisers for more granular targeting.

The Trade Desk Data Marketplace destination works like this:

	START WORKFLOW A workflow starts on the configured schedule, such as “every 2 weeks at 4:00 PM UTC starting June 20, 2026”. Amperity uses specific endpoints in the The Trade Desk Platform API for this workflow: POST /v3/thirdpartydata/query POST /v3/thirdpartydata PUT /v3/thirdpartydata POST /v3/datarate/batch
	AUDIENCE LIST Amperity uses the POST /v3/thirdpartydata/query endpoint to retrieve a filterable list of audiences for a specific data provider. The status for each existing audience is returned, including taxonomy compliance status , if the audience is buyable , the number of active and received IDs , and the time at which the audience was last updated.
	TAXONOMY FOR CUSTOM AUDIENCES Amperity uses the POST /v3/thirdpartydata endpoint to identify the taxonomy location and buyable status for custom audiences. New custom audiences are added to the taxonomy starting at a custom location and must be buyable.
	TAXONOMY FOR SYNDICATED AUDIENCES Amperity uses the POST /v3/thirdpartydata endpoint to identify the taxonomy location and buyable status for syndicated audiences. New syndicated audiences are added to the taxonomy starting at the root of the taxonomy and must be buyable.
	UPDATE AND CREATE AUDIENCES Amperity uses the POST /v3/thirdpartydata endpoint to update and create audiences in The Trade Desk Data Marketplace. If an audience does not exist Amperity will create it. If an error occurs while creating an audience Amperity will retry using a custom taxonomy location at the root of the taxonomy.
	SEND DATA RATES FOR APPROVAL All buyable audiences must have an approved rate . Note The first syndicated rate submission for a brand requires approval. Tip Hybrid rates are recommended for all audiences. An effective hybrid rate establishes a percent of media cost value that scales across media channels. As the value of an audience scales into premium high cost channels, audiences yield higher vaules. A rate cap protects against excessive costs, especially on premium channels. An effective cap exceeds the desired average cost per thousand, should be seen more often in high cost environments, and should be met about twenty percent of the time, where percent of media costs are the other eighty percent. Amperity uses the POST /v3/datarate/batch endpoint to send data rates for processing and approval. The following settings define the data rates sent for approval. Depending on the type of audience–custom or syndicated–and the intended consumer–partner or advertiser–some combination of the following settings define the data rate sent for approval. Cost per thousand (CPM) A cost per thousand (CPM) rate defines a maximum rate to prevent runaway costs for an audience. A CPM rate must be in United States dollars (USD) and must be an amount, such as $5.50 or $3.00. Note CPM rates lower than $5 require approval by The Trade Desk. Percent of media cost A percentage of media costs rate defines a percentage applied to impressions that scales with the cost of media across channels. A percent of media cost is a decimal, such as 0.12 or 0.25, which represents 12% or 25%. Tip Apply a rate cap in conjunction with a percent of media cost to prevent runaway costs. Note Percentages of media cost below 0.10 require approval by The Trade Desk. Rate level Amperity assigns rate levels automatically depending on the type of audience sent to The Trade Desk. System A system rate level is assigned automatically to a syndicated audience. Partner A partner rate level is assigned to custom audiences intended for specific partners and their advertisers. A partner rate level is assigned to a specific Partner ID, which allows that partner to access the audience at the configured data rate. Note Use The Trade Desk Platform ID for a partner to configure the value of Partner ID in this destination. The value of Partner ID may not be empty for partner rate levels. Advertiser An advertiser rate level is assigned to custom audiences intended for specific advertisers. An advertiser rate level is assigned to a specific Advertiser ID, which allows an advertiser to access the audience at the configured data rate. Note Use The Trade Desk Platform ID for an advertiser to configure the value of Advertiser ID in this destination. The value of Advertiser ID may not be empty for advertiser rate levels. Rate type A rate type defines the pricing model for an audience and establishes a consistent relative value for advertising impressions while keeping audience pricing scalable across channels. CPM A cost per thousand (CPM) rate defines a maximum rate to prevent runaway costs for an audience. Hybrid A hybrid rate blends a rate that scales with the cost of media across ad environments with a maximum rate that prevents runaway costs. All audiences sent from Amperity should be configured with a hybrid data rate. Note All syndicated audiences are assigned a hybrid rate type. A cost per thousand (CPM) rate and a percent of media cost rate must be provided. Percent of media cost A percent of media cost rate defines a percentage applied to impressions that scales with the cost of media across channels. Apply a CPM cap in conjunction with a percent of media cost rate to prevent runaway costs. Note The value for percent of media costs may be $0.00.
	UPDATE BUYABLE STATUS All audiences are buyable by default when managed by Amperity. A non-buyable audience cannot appear in the data marketplace. Any audience in Amperity can be made non-buyable. Open the segment in the Audience monetization page, and then click Make not buyable. Note A buyable audience without a rate or without assigned users is a non-buyable audience and cannot appear in The Trade Desk. Amperity uses the PUT /v3/thirdpartydata endpoint to update an audience’s buyable status.
	END WORKFLOW After Amperity has created or updated all audiences for membership, data rates, and buyable status, the workflow ends.

Get details

Review the following details before configuring credentials for The Trade Desk Data Marketplace and before configuring Amperity to send UID2 tokens to The Trade Desk Data Marketplace.

	Unified ID 2.0 (UID2) is an open-source framework that enables deterministic identity for advertising opportunities across the open internet for participants with access to the advertising ecosystem. UID2 is a standalone solution with a unique namespace and privacy controls that help participants meet local market requirements. To get access to the UID2 framework, you may sign up directly from the Unified ID 2.0 website or connect directly with your The Trade Desk representative (or UID2 administrator). You must agree to a UID2 participation policy, which is a requirement for UID2 sharing . Important Talk with your The Trade Desk representative if you are unsure of which participation policy is required to support your brand’s UID2 use cases. Each participant in UID2 has its own set of unique Mapper credentials , which allow access to specific areas within the UID2 ecosystem. To configure Amperity to act as a UID2 Operator for your brand you must be a Mapper participant in Unified ID 2.0. A mapper participant is a broad category that includes advertisers , data providers , data on-boarders, measurement providers, identity graph providers, third-party data providers, and any other organization that sends data to other participants and organizations that collect user data and push it to other UID2 participants. Important Use your brand’s Mapper participant credentials to configure Amperity to act as a UID2 Operator.
	A marketplace agreement . After the marketplace agreement is in place a Brand ID, Provider ID, and Provider secret is assigned.
	Credential settings Brand ID Required An ID that, when used in conjunction with the provider ID, identifies a brand’s segments and data within The Trade Desk Data Marketplace. Provider ID Required The provider ID for accessing a brand’s segments and data within The Trade Desk Data Marketplace. Provider secret Required A key for accessing endpoints in The Trade Desk Platform API that require signature header authentication. Platform API token Required A long-lived token that allows access to The Trade Desk Platform API.
	Taxonomy The Trade Desk recommends designing and building a flat taxonomy , where all segments exist as children under the ROOT node, with segment names representing the full path. The display name of each segment defines the path hierarchy and taxonomy structure. The location of a segment in a taxonomy defines its full path, which always starts at the root level. The taxonomy hierarchy always starts with the ROOT element. The ROOT element is created for you and does appear in The Trade Desk for advertisers in the platform. For example, “Interest > Technology > Computers” appears as “Computers”.
	Partner ID The partner ID for an account with The Trade Desk Data Marketplace. Note A Partner ID is required when Partner is selected as the Rate level.
	Advertiser ID The advertiser ID for an account with The Trade Desk Data Marketplace. Note An Advertiser ID is required when Advertiser is selected as the Rate level.

Configure credentials

Configure credentials for The Trade Desk Data Marketplace before adding a destination.

An individual with access to The Trade Desk Data Marketplace should use SnapPass to securely share “advertiser ID”, “advertiser secret”, “provider ID”, and “platform API token” details with the individual who configures Amperity.

To configure credentials for The Trade Desk Data Marketplace

	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 Data Marketplace. 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 vary by credential type. For the “tradedesk-audience-monetization” credential type, configure settings, and then click Save. Brand ID Required An ID that, when used in conjunction with the provider ID, identifies a brand’s segments and data within The Trade Desk Data Marketplace. Provider ID Required The provider ID for accessing a brand’s segments and data within The Trade Desk Data Marketplace. Provider secret Required A key for accessing endpoints in The Trade Desk Platform API that require signature header authentication. Platform API token Required A long-lived token that allows access to The Trade Desk Platform API.

Add destination

The Trade Desk Data Marketplace has two types of audiences: custom and syndicated.

For custom audiences

Custom audiences have advertiser or partner-specific rates. Each custom audience is for purchase by a single buyer via a private deal on the data marketplace.

To create a custom audience

	Create audience Open the Audience monetization page. Click Create, and then choose Custom
	Choose segments Do one of the following: Select Create from existing segments. This opens a list of segments. Use the checkboxes to pick one or more segments. Note Each selected segment is sent to the data marketplace as a standalone audience. Selecting multiple segments does not combine them into a single audience. Select Create a new segment. This opens the visual Segment Editor. Define a new segment only for audience monetization. When finished, click Next.
	Select a marketplace Do one of the following: Select an existing marketplace connection. Create a new connection to a marketplace. Note Ask your Datagrid Operator for help configuring credentials for a marketplace connection. Click Connect, select a new connection, configure the credential settings and marketplace settings: Set Rate level to Partner or Advertiser Enter the Partner name and Partner ID or enter the Audience name and Audience ID. Set Rate type to Hybrid or Flat CPM Set a cadence and choose the date on which Amperity will start delivering audiences to the marketplace. When finished, click Next.
	Prepare data products Rename the audience, align the audience name with the taxonomy defined in The Trade Desk, and add a description. Tip On the Prepare data products page, each segment name defaults to the Amperity-defined title. Renaming the segments or adding a description helps advertisers better understand what kind of audience is in the segment. Set the percent of media value and the cost per thousand (CPM) rate cap. When finished, click Save and send. Note Audiences are added to the Audience Monetization folder on the Segments page. Caution Segments sent to data marketplaces cannot be edited while in use by an advertiser’s campaign.

For syndicated audiences

Syndicated audiences have a standard global rate. They may be purchased on the data marketplace by any verified buyers not on your blocklist.

To create a syndicated audience

	Create audience Open the Audience monetization page. Click Create, and then choose Syndicated
	Choose segments Do one of the following: Select Create from existing segments. This opens a list of segments. Use the checkboxes to pick one or more segments. Note Each selected segment is sent to the data marketplace as a standalone audience. Selecting multiple segments does not combine them into a single audience. Select Create a new segment. This opens the visual Segment Editor. Define a new segment only for audience monetization. When finished, click Next.
	Select a marketplace Do one of the following: Select an existing marketplace connection. Create a new connection to a marketplace. Note Ask your Datagrid Operator for help configuring the credentials for a marketplace connection. Click Connect, select a new connection, configure the credential settings and marketplace settings, and then click Save Set a cadence and choose the date on which Amperity will start delivering audiences to the marketplace. When finished, click Next.
	Prepare data products Rename the audience, align the audience name with the taxonomy defined in The Trade Desk, and add a description. Tip On the Prepare data products page, the selected segment names default to their Amperity-defined titles. Renaming the segments or adding a description helps advertisers better understand what kind of audience is in the segment. Set the percent of media value and the cost per thousand (CPM) rate cap. When finished, click Save and send. Note Audiences are added to the Audience Monetization folder on the Segments page. Caution Segments sent to data marketplaces cannot be edited while in use by an advertiser’s campaign.