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.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Capabilities

• The ID sync (cookie sync) captures ttd_id by issuing a fetch request to The Trade Desk's match endpoint.
• Syncs user identifier used for conversion attribution.
• Adds identifiers to server-side events for audience activation and measurement.
• Drops a failure marker if the sync request does not return a valid ID.

Considerations

• A _failure marker is stored when the fetch sync fails, with a 1-day expiration.

Sync Details

• IDs:

  • ttd_id – A unique Trade Desk ID (TDID) used for audience targeting and identity resolution in programmatic advertising.

• Description:

  • The ID sync (cookie sync) captures ttd_id from a fetch request.
  • Each value is stored in first-party storage for a configured duration (defaults to 365 days).
  • A failure marker is stored for one day if no ID is returned.
  • Values are refreshed when new data is detected.
  • The identifier is added to server-side event payloads for attribution or targeting.

• Response Example:

  JSON

  {
    "TDID_LOOKUP": "FALSE",
    "TDID_CREATED_AT": "2024-12-04T18:17:31"
  }
  
  

• Server-side Event Payload:
  Upon completion of all vendor's sync, the server-side events will incorporate all resolved identifiers as described above. The following object will be appended to the context.providers property within the event's JSON payload.

  JSON

  {
    "theTradeDesk": {
      "ttd_id": "abc-123-xyc"
    }
  }
  
  

• Cookie: _meta_theTradeDesk_ttd_id, _meta_theTradeDesk_ttd_id_failure

• IndexedDB: [your storage prefix]_theTradeDesk_ttd_id, [your storage prefix]_theTradeDesk_ttd_id_failure
  For a general guide on ID Sync validation, see here.

Sync Setup Guide

1. Add a The Trade Desk Sync in MetaRouter

To gather the ttd_id, you must add a The Trade Desk sync.

1. From the Pipelines page, find the pipeline associated with the web property you’d like to add a sync to. Hover over the three dot dropdown and select “Build AJS File.”
2. In the Identity Syncs section, select the The Trade Desk sync.
3. Fill out the following fields:
   1. Cookie Lifetime (in days) – Enter the number of days to store the ID (e.g., 365).
   2. API Timeout (in milliseconds) – Enter the timeout duration for the sync request (e.g., 10000).
4. Scroll down and click the Save and Build File button.
5. Deploy your AJS file to propagate changes to your web property.