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The Trade Desk Connector delivers audience data directly to The Trade Desk (TTD) platform, enabling you to activate your segments for programmatic advertising campaigns.

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Overview

The Trade Desk Connector supports two delivery modes:
  • First-party (1P): Share your data with your own advertiser account or with specific advertisers who have provided their credentials
  • Third-party (3P): Sell data through TTD’s marketplace to any advertiser

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Requirements

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Credentials

CredentialDescriptionHow to obtain
Brand IDIdentifies your organization in TTDRequest from your TTD account representative or Narrative relationship manager
Advertiser IDRequired for 1P deliveryProvided by the advertiser
Secret KeyRequired for 1P deliveryProvided by the advertiser

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Supported identifiers

Identifier TypeRosetta Stone Attribute
SHA256 hashed emailunique_id.hashed_email.sha256
Mobile advertising ID (MAID)unique_id.maid
UID2Auto-generated from hashed email
The connector automatically generates UID2 tokens from hashed email addresses. You don’t need to provide UID2 directly.

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Installation

1

Navigate to the connector

In Narrative, go to Installed Apps in the left navigation and select Trade Desk Connector.
2

Add your Brand ID

In the Settings tab, enter your TTD Brand ID.
3

Configure delivery mode

Choose between first-party (1P) or third-party (3P) delivery based on your use case.

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Taxonomy management

The Trade Desk organizes audiences into a hierarchical taxonomy. You create and manage this taxonomy within the connector interface.

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Creating a taxonomy

1

Open Taxonomy Management

Click on the Taxonomy Management tab.
2

Create root folder

Click Create Manually and enter a name for your root folder (top-level category).
3

Add structure

Use the + icon to add folders (for organization) or datasets (for audiences).
4

Configure pricing

Set rate cards on folders and datasets specifying Percent of media cost rate and CPM rate.

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Taxonomy fields

FieldDescription
NameDisplay name of the segment in The Trade Desk
DescriptionSegment description shown in TTD
Element IDUnique identifier for this segment in TTD
Parent Element IDID of the parent folder
Rate CardPricing configuration (Inherited, System, Advertiser, or Partner)
Received IDsNumber of unique IDs sent to TTD
Active IDsNumber of IDs TTD matched successfully
Sync StatusCurrent synchronization state
BuyableWhether the segment is purchasable (vs. organizational folder)
Dataset IDSource dataset for this segment

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Syncing your taxonomy

After configuring your taxonomy:
  1. Click Actions in the top right corner
  2. Select Sync taxonomy
  3. Monitor the sync status for each segment

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Related content

Data Activation Overview

Understand how connectors deliver data

Structuring Audiences

Organize datasets for delivery

UID2

Learn about the UID2 identifier