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This integration is currently in beta. Contact your MetaRouter support team to get started.

What Is The Trade Desk?

The Trade Desk is a demand-side platform (DSP) that allows advertisers to programmatically purchase digital advertising across various channels. It provides advanced audience targeting, real-time bidding, and robust data integrations to help marketers reach the right users at the right time. The platform is designed for transparency and control, offering detailed reporting, custom algorithm tools, and support for first-party data. With integrations into a wide range of inventory sources and identity solutions, The Trade Desk helps advertisers maximize the efficiency and effectiveness of their ad spend.

The Trade Desk Offline Conversions API allows advertisers to upload conversion events that occurred outside of digital environments or after an ad interaction. These events help advertisers understand the downstream impact of their campaigns and improve attribution and reporting across channels.

This starter kit sends batched offline conversion events from MetaRouter to The Trade Desk using the Offline Conversion API, allowing advertisers to attribute purchase activity and catalog-level product data to their campaigns.

If your use case involves conversion tracking outside of product catalog purchases, it is recommended to use the The Trade Desk - Conversions integration instead.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Event Source Type: Web, Mobile Browser, & Mobile App

Event Scope: Conversion Events Only

Capabilities

Send purchase conversion events from your backend systems to The Trade Desk.
Attribute offline or delayed purchases to advertising campaigns.
Send product-level purchase details so advertisers can analyze item performance.
Support multiple user identifiers to improve event matching in Trade Desk reporting.
Batch large volumes of conversion events into a single API request (up to 2.5MB) to efficiently deliver data to The Trade Desk.

Considerations

This integration is designed primarily for Order Completed events. If you need to track other types of conversions, the The Trade Desk – Real-time Conversions integration is recommended instead.
The starter kit batches conversion events into a single API request up to 2.5MB in payload size, which aligns with how The Trade Desk expects offline conversions to be delivered. For example, 3,000 conversion events can be sent in a single request rather than as separate calls.
Each event must include at least one user identifier (TDID, DAID, UID2, etc.). If none are present, ImpressionId must be included.
If no supported user identifiers are included, an ImpressionId must be provided so Trade Desk can still process the event.
The ImpressionId must be formatted as a 36-character UUID string including dashes.
The integration sends identifiers as separate fields, rather than using the UserIdArray structure supported by Trade Desk.
Privacy filtering should occur before events are sent, since this endpoint expects that non-consented events are already removed.
Optional fields TD1 through TD10 can be added to categorize or organize reporting data. Each value must be 64 characters or fewer.
If used, TD1–TD10 values are automatically applied to every item in the purchase’s LineItems.
The LineItems array includes most product details except the category field. If a category is not included, Trade Desk will attempt to retrieve it from the product catalog.

Limitations

This integration focuses on offline purchase reporting and is not intended for tracking general site activity.
Advertising features such as pixels, tags, or creative execution cannot be implemented through this server-side integration.
If events are sent without supported identifiers, user matching and campaign attribution may be limited.

Identity Sync

Sync Available: Yes
Required for Starter Kit: No
Prerequisites: Deploy The Trade Desk ID sync or Unified ID 2.0 sync to collect user identifiers
Documentation:
- The Trade Desk Sync
- Unified ID 2.0 Sync

Sync Details

Captures Trade Desk user identifiers used for attribution and audience matching.
Allows conversion events to be associated with prior ad exposures.
Supports identifiers such as TDID, UID2, and device advertising IDs.
Without identity signals, attribution may rely on generated impression identifiers.

Starter Kit Setup Guide

1. Deploy the The Trade Desk Sync

To collect the sync values required for attribution (such as TDID or UID2), implement a The Trade Desk ID sync and/or the Unified ID 2.0 sync. Refer to the documentation to complete the setup.

2. Gather Credentials

Ask your The Trade Desk representative for the following credentials:
- SECRET_KEY
- DATA_PROVIDER_ID
- MERCHANT_ID
- TRACKING_TAG_ID

3. Add a The Trade Desk - Offline Integration

From the integration library, add a The Trade Desk - Offline Conversions integration. Then, fill out the Connection Parameters:

Connection Parameter	Description
`SECRET_KEY`	Secret key provided by The Trade Desk for API authentication.
`DATA_PROVIDER_ID`	Offline data provider ID assigned by The Trade Desk.
`MERCHANT_ID`	Numeric merchant ID assigned by The Trade Desk during onboarding.
`TRACKING_TAG_ID`	Offline tracking tag ID generated in The Trade Desk.

4. Configure Event Mapping

MetaRouter provides all of the event mappings that The Trade Desk integrations typically require. You may add custom events, parameters, or mappings in accordance with The Trade Desk’s API documentation.

5. Deploy to Pipeline

In the Pipelines tab, add your The Trade Desk - Offline Conversions integration.
Select the correct integration revision
Click Add Integration to finalize deployment.

Event Mappings

Global

Global mappings will be applied to all events. If your parameter names do not match the Expected Inputs provided, you will need to overwrite the Inputs provided with your own.

Output Key	Description	Expected Input
`MerchantId`	String: Merchant platform ID assigned by The Trade Desk.	Enrichment – $$MERCHANT_ID$$
`TrackingTagId`	String: Offline tracking tag ID configured in The Trade Desk.	Enrichment – $$TRACKING_TAG_ID$$
`ImpressionId`	String: Unique identifier used if no user IDs are present.	Enrichment – auto-generated UUID
`TDID`	String: The Trade Desk user identifier.	`context.providers.theTradeDesk.ttd_id`
`UID2`	String: Unified ID 2.0 identifier used for user matching.	Expression – extract UID2 from unifiedId2 provider payload
`DAID`	String: Device advertising identifier for mobile devices.	`context.device.advertisingId`
`TimestampUtc`	Integer: Event timestamp in UTC.	`timestamp`
`City`	String: City associated with the user or transaction.	`traits.address.city`
Expression Output - `Country & Region`	Object: Generates `Country` and `Region` fields from address data.	Expression – auto-generates country and region

Event Specific

Order Completed

Output Key	Description	Expected Input
`EventName`	String: Name of the conversion event.	Enrichment – 'purchase'
`OrderId`	String: Unique identifier for the purchase.	`properties.order_id`
`ValueCurrency`	String: Currency used for the purchase value.	`properties.currency`
`Value`	Float: Total value of the purchase.	Expression – calculate total from `properties.products`
`LineItems`	Array: List of purchased products with item details.	Expression – map from `properties.products`

Required & Recommended Identifiers

These identifiers must be mapped to The Trade Desk in order for successful user matching to occur. Without these IDs, any events sent to The Trade Desk may not be accurately reflected in reporting.

Attribute	Example	Sync Injector Required?
`TDID` Recommended	`c1f5e9a2-7c2e-4b0d-8a7a-91fd1c9c88a2`	Yes
`UID2` Recommended	`AEB8B6L4...encryptedUID2Value`	Yes
`DAID` Recommended	`38400000-8cf0-11bd-b23e-10b96e40000d`	No
`ImpressionId` Recommended	`49gCBlwj-9d33-0927-s9g7-sd7nF3D248d5`	No

Each event must include at least one user identifier (TDID, DAID, UID2, etc.). If none are present, ImpressionId must be included.

Integration Validation

Confirm with your The Trade Desk account representative that offline conversion events are being successfully received and attributed. Your representative can verify ingestion, identifier matching, and reporting visibility within The Trade Desk platform.

Additional The Trade Desk Documentation

The Trade Desk Offline Conversion API
The Trade Desk Offline Conversion Examples (Merchant)