The Trade Desk Conversions API

The Trade Desk is one of the largest independent demand-side platform (DSP) providing real-time ad pricing and placement for advertisers, ad agencies and brands. Using this destination, you can leverage The Trade Desk Real-Time Conversion Events API to send events via server-side hits.

Key features

The Trade Desk destination provides the following key features:

• Events structure: our Events reference model matches The Trade Desk's events, meaning that your data is properly bridged to the expected fields in an optimized way.

• Prebuilt mappings: data mapping for event-based destinations happens automatically, which simplifies user inputs.

• Smart mapping: data mapping can be readjusted using your datalayer defined fields.

• Event mapping: change standard mapping between your partners' events and yours or add new mappings.

• Support for multi-item data: information included in the item array is dispatched to The Trade Desk.

Destination setup

On user identifiers, you should pass either User/Device ID Type AND User/Device Identifier OR "Smart Mapping" fields like Device Mobile Identifier , The Trade Desk GUID , Encrypted UID2 token , Encrypted EUID token , RampID but not both.

Configuration

Settings	Description
TTD Conversion API URL	Required Your TTD Conversion API URL. Default: "https://insight.adsrvr.org/track/realtimeconversion".
Tracking Tag Type	Required Choose the type of tracking tag. This is either Event Tracking or URL Mapping (page views).
Merchant Id	Required for Event Tracking [1] The platform identifier of the merchant assigned by The Trade Desk to the merchant during the onboarding process.
Event Tracker Id	Required for Event Tracking [1] The Trade Desk platform identifier of the event tracker.
Advertiser Id	Required for URL Mapping (page views) [1] The Trade Desk platform identifier for the advertiser on whose behalf the tracking call is made.
Universal Pixel Id	Required for URL Mapping (page views) [1] The Trade Desk platform identifier of the "Universal Pixel".
User/Device ID Type	The type of the advertising identifier, specified in the User/Device Identifier. Supported values: TDID, IDFA, AAID, DAID, NAID, IDL, EUID, or UID2.
User/Device Identifier	The unique advertising identifier for the event. This can be any of the identifiers as specified in the following LINK (See adid property).
TTD TDID Cookie Name	The first party cookie in which you stored the TTD TDID cookie value. This is used when no value can be retrieved from the fieldUser/Device Identifier. Default value: "ttd_TDID".
Custom Event Properties	Map your custom event properties by setting their field names in The Trade Desk property name and adding the field name holding the values in Your value . E.g. if you input size in the The Trade Desk property name and items.0.product.size [2] in Your value , you will have a custom event property in The Trade Desk called size with a value based on the content of the field items.0.product.size .
Event Mapping	Change the standard mapping between The Trade Desk's events and yours or add new mappings.

[1] SeeTracking Tag Typefor more details. [2] Using "dots" (".") you can navigate deeper to the specific field you want to get the value of. See Events reference for more details on the standard field names by event. You can also freely set custom fields: there are no boundaries.

Quick reference

Using the Event Mapping you can change the standard mapping between The Trade Desk's events and yours or add new mappings.

Commanders Act Events	The Trade Desk Events
add_to_cart	addtocart
add_to_wishlist	wishlistitem
begin_checkout	startcheckout
login	login
page_view	sitevisit
purchase	purchase
search	searchitem
view_cart	viewcart
view_item	viewitem
[Any Event]	[Any Event] [1]

[1] See Event Mapping for more details.

Field mappings

Most properties can be remapped using our "Smart Mapping" feature. All The Trade Desk properties on the right column are set in the object data.0 .

The following The Trade Desk properties can be set if Device OS, in the "Smart Mapping", is present with supported values:

• aaid

• idfa

• naid

Commanders Act Properties	The Trade Desk Properties
Merchant Id	merchant_id [*]
Event Tracker Id	tracker_id [*]
Advertiser Id	adv [*]
Universal Pixel Id	upixel_id [*]
User/Device ID Type	adid_type
User/Device Identifier	adid
See Quick reference	event_name [1]
context.device.advertising_id	daid [2] aaid [3] idfa [4] naid [5]
partners.ttd.tduid	tdid [6]
partners.ttd.uid2_token	uid2_token [7]
partners.ttd.euid_token	euid_token [8]
partners.ttd.idl	idl [9]
user.country	country
user.state	region
user.metro	metro
user.city	city
user.zipcode	zip
context.device.ip	client_ip
context.page.url	referrer_url
id	order_id
value	value
currency	currency
partners.ttd.iattr	iattr [10]
partners.ttd.imp	imp [11]
partners.ttd.ivtc	ivtc [12]
partners.ttd.privacy_type	privacy_settings.0.privacy_type [13]
partners.ttd.is_applicable	privacy_settings.0.is_applicable [14]
partners.ttd.consent_string	privacy_settings.0.consent_string [15]
items.X.id	items.X.item_code
items.X.product.name	items.X.name
items.X.quantity	items.X.qty
items.X.product.price	items.X.price
items.X.product.category_id	items.X.cat
Custom Event Properties	[Custom Property Name] [16]

[*] See Configuration for more details on mandatory properties. [1] See Event Remapping for more details. [2] The device advertising identifier for Android, iOS or Windows device. [3] The device advertising identifier for Android device. This is only set if Device OS "Smart Mapping" field is set with Android (case insensitive). [4] The device advertising identifier for iOS device. This is only set if Device OS "Smart Mapping" field is set with iOS (case insensitive). [5] The device advertising identifier for Windows device. This is only set if Device OS "Smart Mapping" field is set with Windows (case insensitive). [6] The Trade Desk 36-character GUID (including dashes) for this user. [7] The encrypted UID2 token, also known as an advertising token. This token is case-sensitive. Tokens are generated and managed using UID2 APIs. More details on the UID2 API/endpoints are available following this LINK. [8] The encrypted EUID token, also known as an advertising token. This token is case-sensitive. More details on the Unified IDs are available following this LINK. [9] The 49-character or 70-character RampID (previously known as IdentityLink). This must be a RampID from LiveRamp that is mapped specifically for The Trade Desk. More details about mapping a RampID are available following this LINK. [10] A flag that indicates whether the event is attributed to The Trade Desk. If set to true (boolean), The Trade Desk attributes the event to the specified impression identifier (See data.0.imp ), bypasses The Trade Desk attribution models, and aligns attribution results with those delivered by the partner to advertisers. [11] A 36-character string (including dashes) that serves as the unique identifier for the impression to which the event is attributed. [12] A flag that indicates whether the event is a view-through conversion. [13] This can be one of the following:GDPR,CCPAorGPPdepending on the privacy regulation that applies. This is only included if is_applicable and consent_string are also set. More details are available by following this LINK. [14] Indicates if the value specified in privacy_type is applicable. This either true (or 1 ) or false (or 0 ), boolean or integer type. This is only included if privacy_type and consent_string are also set. More details are available by following this LINK. [15] The user's TCF consent string. This is only included if privacy_type and is_applicable are also set. More details are available by following this LINK. [16] See Custom Event Properties in Configuration for more details on how you can bridge custom properties to The Trade Desk.