The Trade Desk

The Trade Desk is an advertising platform that you can use to create and manage digital advertising campaigns across display, TV, video, audio, and more.

This integration lets you use audiences that Lytics has enriched with cross-channel behavior, data science scores, and content affinities to improve targeting in your advertising campaigns on The Trade Desk.

Using the Lytics Canvas, you can manage the cross-channel customer lifecycle and use Trade Desk Ad Groups as your advertising touchpoint.

If you haven't already, set up an account on The Trade Desk before you begin the process below. If you are new to creating authorizations in Lytics, see the Authorizations documentation for more information.

1. Select The Trade Desk from the list of providers.
2. Select the authorization method. Different methods may support different job types. The Trade Desk supports the following authorization methods:
   • Secret Key - Export Audiences
   • Username and Password - Export Audiences, Import Experiences, Conversions Export
   • API Token - Conversions Export
3. Enter a Label to identify your authorization.
4. (Optional) Enter a Description for further context on your authorization.
5. Complete the configuration steps needed for your authorization. These steps will vary by method.
6. Click Save Authorization.

This method supports the Export Audiences job type only. To use this authorization, you must provide a Secret Key that Lytics uses to send data to your account in The Trade Desk. To obtain your Secret Key, contact your account representative at The Trade Desk.

1. Enter your Secret Key.

This method supports the Export Audiences, Import Experiences, and Conversions Export job types. To use this authorization, you must provide a Partner ID and Secret Key that Lytics uses to send data to your account in The Trade Desk, in addition to your API username and password. To obtain your Partner ID and Secret Key, contact your account representative at The Trade Desk or see The Trade Desk API documentation.

1. Enter your Partner ID from The Trade Desk. This Partner ID is used during experience import and is different from The Trade Desk Advertiser ID.
2. Enter your Partner Secret Key from The Trade Desk.
3. Enter your API Username.
4. Enter your API Password.

This method supports the Conversions Export job type only. Use this method if you already have a long-lived API token issued from your account in The Trade Desk and you don't want to share your username and password for The Trade Desk with Lytics. The token is generated in The Trade Desk platform, in your account's API tokens section. To obtain or generate an API token, contact your account representative at The Trade Desk or see The Trade Desk API documentation.

1. Enter your API Token from The Trade Desk.

To export audiences from Lytics to The Trade Desk, you need a field in Lytics for The Trade Desk Identifier. One way to add this identifier to a Lytics profile is this client-side cookie sync, which exchanges Lytics cookie IDs for matching IDs from The Trade Desk.

• Implementation Type: Client-side Integrations, Push Integrations
• Implementation Technique: JavaScript Tag Integration
• Frequency: Real-time Integration
• Resulting Data: The Lytics cookie ID is sent to The Trade Desk, and Lytics receives The Trade Desk Cookie ID in exchange.

Once the integration is enabled, the following occurs on every page load where the Lytics JavaScript tag is installed on your website:

1. The Lytics tag initiates the cookie sync by loading The Trade Desk Match Tag. This request includes the Lytics _uid and your Lytics account ID as URL parameters.
   Currently, the cookie sync between Lytics and The Trade Desk doesn't send any user consent information in the gdpr URL parameter described in the cookie sync docs. This parameter is always passed with the value 0.
2. The Trade Desk pixel performs a 302 redirect back to the Lytics collector endpoint, which includes the user's cookie ID from The Trade Desk (ttd_id) as a parameter.
3. Lytics ingests this data into the thetradedesk data stream.

The following fields are imported to the thetradedesk data stream:

In addition, as part of this sync, the user's current _uid is exported to The Trade Desk.

Follow these steps to set up and configure the cookie sync between Lytics and The Trade Desk:

1. Before you can enable the cookie sync in Lytics, The Trade Desk needs to be configured with the Lytics URL to redirect to. Contact your representative at The Trade Desk for help with this configuration, and give them the following redirect URL for the cookie sync: https://c.lytics.io/c/provider/thetradedesk
2. Once this is configured, your instance of The Trade Desk has a partner ID, which you need for the configuration in Lytics.
3. Before you proceed, make sure that version 3 of the Lytics JavaScript tag is installed on your website.
4. In Lytics, go to Account > Settings > JavaScript Tag. For details on these settings, see JavaScript Tag Config.
5. To enable the cookie sync, check Enable The Trade Desk integration? under Client Side Integrations.
6. In the Partner ID for The Trade Desk Cookie Sync field, paste your partner ID from The Trade Desk.
7. Click Save to save your settings and enable the cookie sync.
8. Once users visit your website, you should see data flowing into the thetradedesk stream.

Export your Lytics audiences to The Trade Desk for use in your advertising campaigns.

• Implementation Type: Server-side Integration
• Implementation Technique: REST API Integration with Audience Trigger Integration
• Frequency: Real-time Integration with an optional one-time Backfill of the audience after setup.
• Resulting Data: User Profiles are exported to The Trade Desk based on the users' audience membership in Lytics.

This integration uses The Trade Desk API to send Lytics audiences. Once started, the job proceeds as follows:

1. Runs a one-time backfill (if configured to do so).
2. Receives real-time updates when a user enters or exits the selected audience(s).
3. For each export (whether the user is added as part of the backfill or is entering or exiting the audience in real time), sends that user's information to the Advertiser specified during configuration.

Follow these steps to set up and configure an audience export to The Trade Desk from Lytics. If you are new to creating jobs in Lytics, see the Destinations documentation for more information.

1. Select The Trade Desk from the list of providers.
2. Select the Export job type from the list.
3. Select the Authorization you would like to use or create a new one.
4. Enter a Label to identify this job you are creating in Lytics.
5. (Optional) Enter a Description for further context on your job.
6. Select the audience to export.
7. Complete the configuration steps for your job.
8. Enter the AdvertiserID of the advertiser in The Trade Desk that will use the exported audiences.
9. From the Data Center dropdown menu, select the data center closest to the users in the audience.
10. From the Lytics Audiences list, select the audiences to send to The Trade Desk.
11. From the The Trade Desk Identifier Field dropdown menu, select the field that contains the user's ID from The Trade Desk.
12. From the Device Application ID dropdown menu, select the field that contains the user's Device Application ID.
13. From the Unified ID 2.0 dropdown menu, select the field that contains the user's Unified ID 2.0. To enrich existing users with Unified ID 2.0, see Unified ID 2.0 enrichment. Note: You must provide one of The Trade Desk Identifier, Device Application ID, or Unified ID 2.0.
14. Enter a Time to Live value to determine how many days an exported user remains active for targeting. The default is 30 days, which The Trade Desk suggests. The maximum is 180 days.
15. (Optional) Select the Existing Users checkbox to immediately backfill current members of the audience(s) to The Trade Desk.
16. Click Start Export.

Send server-side conversion events from Lytics to The Trade Desk's Real-Time Conversion Events API. Use this job to track page views against a universal pixel or to send user-interaction events (purchase, add-to-cart, etc.) against an event tracking tag, keyed off a Lytics audience.

Conversions Export supports the following authorization types:

• Username and Password
• API Token

• Implementation Type: Server-side Integration
• Implementation Technique: REST API Integration with Audience Trigger Integration
• Frequency: Real-time Integration with an optional one-time Backfill of the audience after setup.
• Resulting Data: Conversion events recorded against your universal pixel or event tracking tag in The Trade Desk.

This integration uses The Trade Desk Real-Time Conversion Events API to send Lytics audience activity as conversion events. Once started, the job will:

1. Optionally run a one-time backfill of users currently in the selected audience.
2. Listen for real-time audience enter and exit events, plus optional changes to a configured set of user fields.
3. Build one conversion event per user — picking a single identifier per event in The Trade Desk's recommended priority order (UID2, EUID, TDID, then a single device ID, then RampID) — and POST it to The Trade Desk.

The export job lets you map Lytics user fields to The Trade Desk conversion fields across three mappings:

• Identifier Mapping — required. Map at least one Lytics user field to a Trade Desk identifier type (UID2, EUID, TDID, device IDs, RampID). Only one identifier is sent per event, picked using the priority order above. UID2 and EUID values must already be tokens — Lytics does not mint UID2/EUID tokens for you.
• Item Mapping — optional. Map Lytics user fields to Trade Desk item-level fields (items[]) for user-interaction events such as cart and product details.
• Custom Fields Mapping — optional. Map Lytics user fields to The Trade Desk custom fields td1..td10 for additional metadata such as promo codes.

A single job sends either page view events or user-interaction events, controlled by the Event Name field:

• Leave Event Name empty to send page view events. Requires Advertiser ID and Page URL Field.
• Enter an event name (such as purchase or addtocart) to send user-interaction events. Requires Merchant ID.

Follow these steps to set up and configure a conversions export to The Trade Desk. If you are new to creating jobs in Lytics, see the Destinations documentation for more information.

1. Select The Trade Desk from the list of providers.
2. Select the Conversion API Export job type from the list.
3. Select the Authorization you would like to use or create a new one.
4. Enter a Label to identify this job you are creating in Lytics.
5. (Optional) Enter a Description for further context on your job.
6. From the Audience drop-down, select the Lytics audience that contains the users to export.
7. (Conditional) In the Advertiser ID text field, enter your Trade Desk Advertiser ID. Required when sending page view events.
8. (Conditional) In the Merchant ID text field, enter your Trade Desk Merchant ID (assigned during onboarding). Required when sending user-interaction events.
9. In the Pixel / Event Tracking Tag ID text field, enter the universal pixel ID (for page views) or the event tracking tag ID (for user interactions) configured in The Trade Desk.
10. (Optional) In the Event Name text field, enter the user-interaction event name (for example, addtocart or purchase). Leave empty to send page view events instead.
11. (Conditional) From the Page URL Field drop-down, select the Lytics user field that contains the page URL. Required when sending page view events; ignored when sending user-interaction events.
12. From the Identifier Mapping input, map Lytics user fields to The Trade Desk identifier types. At least one mapping is required.
13. (Optional) From the Item Mapping (cart/product fields) input, map Lytics user fields to The Trade Desk item-level fields for user-interaction events.
14. (Optional) From the Custom Fields Mapping (TD1-TD10) input, map Lytics user fields to The Trade Desk custom fields td1 through td10.
15. (Optional) From the Audience Trigger Events drop-down, select which audience events trigger a conversion. Defaults to both enters and exits.
16. (Optional) Use the Fields to Trigger input to select up to 75 user fields. A conversion event will be sent whenever any selected field changes for a user in the audience.
17. (Optional) Select the Existing Users checkbox to immediately push users currently in the selected audience as a one-time backfill. Selected by default.
18. Click Start Export.

Lytics Experiences support The Trade Desk Ad Groups, which you can use to assemble targeting specifics and strategies. Using the Lytics Canvas, you can activate Ad Groups in The Trade Desk with Lytics audiences to engage users and drive conversions.

As with all Experience-enabled providers, you can import Experiences from The Trade Desk into Lytics. During the import process, you're asked to select an authorization. See The Trade Desk authorization documentation for more information.

Before you can import, select the Advertiser that owns the Ad Groups you want to import. The drop-down menu displays the Advertisers that the selected authorization can access.

Once you've selected an Advertiser, you can import eligible Ad Groups as Lytics Experiences.

On import, tactics are included in the label for the experience in Lytics. Lytics determines an Ad Group's tactic via the AdGroup.RTBAttributes.ROIGoal field from The Trade Desk API.

The Trade Desk Experiences in Lytics support the following tactics:

• Maximize Reach - Reach as many users as possible.
• Maximize Lifetime Value - Reach as many users as possible beyond users already reached on Linear TV.
• Cost Per Click - Optimize Cost Per Click (in the Advertiser currency).
• Click Through Rate - Optimize Click Through Rate (in percent).
• Nielsen On Target - Optimize Nielsen On Target Percentage (in percent).
• Cost Per Acquisition - Optimize Cost Per Acquisition (in the Advertiser currency).
• Maximize Conversion Revenue - Maximize Ad Group Conversion Revenue.
• Return on Ad Spend - Optimize Return on Ad Spend (in percent of ad spend).
• Video Completion Rate - Optimize Video Completion Rate (in percent).
• Viewability - Optimize Viewability (in percent).
• Estimated Viewable Cost - Optimize the Estimated Viewable Cost Per Mille (thousand) (in the Advertiser currency).
• Gross Rating Point - Gross Rating Point on target percentage.
• Cost Per Completed - Optimize Cost Per Completed (in the Advertiser currency).

After you import an Experience from The Trade Desk, you can configure it for activation. All tactics for The Trade Desk Experiences have the same three configuration steps in the Experience Editor:

1. Target - Select the target audience for your Experience.

2. Configure The Trade Desk - Set up how the audience for your Experience is exported. This step matches the Export Audiences configuration instructions and generally works the same way, but without the Audience selection, because the Target step in the Experience Editor sets the audience.

3. Configure Delivery - Turn the Delivery Optimization feature on or off. To learn more about this feature, see the Delivery Optimization documentation.

Once you've finished configuring the Experience, you can save and activate it.

Activating The Trade Desk Experiences in Lytics initiates an Audience Export of the target audience. The audience appears in The Trade Desk under the name of the Experience. Once exported, the Experience audience can be added to your Ad Group in The Trade Desk.

Experience Metrics are collected for The Trade Desk Experiences by launching an Experience Metrics collection workflow. Metrics are collected for The Trade Desk Ad Groups through the My Reports API. When the workflow starts, it schedules a performance report for the Ad Groups that have been imported into Lytics. The report schedule is named using the following convention: "Lytics {WORK ID}". The first time it starts, the workflow schedules a report to pull in the last 24 hours of performance data, and then to pull in data daily. Every hour, the workflow checks for a new report execution to ingest. If one is available, the workflow downloads and parses the report for Ad Group Impressions and Clicks, and calculates the Click Rate from them.

Metrics from The Trade Desk appear in the experience UI as follows:

• Reached - How many users have seen the creatives in your Ad Group since import to Lytics was initiated.

• Clicks - How many users clicked on creatives in your Ad Group when reached.

• Click Rate - Calculated as the ratio Clicks / Impressions.