The Trade Desk
Upload first-party data segments to The Trade Desk for programmatic advertising. Sync your warehouse audiences directly to The Trade Desk’s platform.
Prerequisites
- A Trade Desk account with API access
- Your Trade Desk API key and Partner ID
- Your Advertiser ID
Authentication
The Trade Desk uses API Key + Partner ID authentication.
- Obtain your API key from The Trade Desk
- Enter your API Key and Partner ID in Zeotap
Configuration
| Field | Type | Required | Description |
|---|---|---|---|
| Advertiser ID | Text | Yes | Your Trade Desk advertiser ID. Example: abc123def |
| API Environment | Select | Yes | Production or Sandbox. Default: Production. No other address is accepted. |
| Data API Data Center | Select | No | Where device IDs and Trade Desk cookie IDs are uploaded: US East (default), US West, UK/EU, APAC (Singapore), Tokyo or China. Pick the one closest to the users you target; The Trade Desk replicates to the others. Email and phone uploads are unaffected. |
Target Settings
| Field | Type | Required | Description |
|---|---|---|---|
| Segment Name | Text | Yes | Name for the first-party data segment |
| Segment ID | Text | No | Existing segment ID. When set, it is used as is. Leave blank to find the segment named exactly Segment Name and reuse it; one is created only if none exists. If the lookup fails, the run fails instead of creating a duplicate. |
With Audience Boost, the boosted members go to a separate segment named <Segment Name>_boosted, found or created the same way. Boost needs a fixed Segment Name; a sync that targets the segment by ID only runs without Boost.
Supported Operations
Sync Modes: Upsert, Mirror
Audience Sync Modes: Add, Remove, Mirror, Upsert
Features
- Field Mapping: No
- Schema Introspection: No
Match Keys
The Trade Desk matches segment members on hashed identifiers. Map raw columns and Zeotap normalizes and hashes them at delivery, or map pre-hashed SHA-256 hex digests directly:
| Field | Type | Description |
|---|---|---|
email | string | Raw email address — lowercased, trimmed, and SHA-256 hashed before upload |
hashed_email | string | Pre-hashed SHA-256 hex digest of the lowercase, trimmed email |
phone | string | Raw phone number — normalized to E.164 digits and SHA-256 hashed before upload |
hashed_phone | string | Pre-hashed SHA-256 hex digest of the E.164 phone number |
Hex in, base64 out. The Trade Desk’s API requires hashed identifiers as base64-encoded digest bytes. Map SHA-256 hex digests exactly as for every other destination — Zeotap transcodes hex to base64 internally at upload time. Do not map base64 values: they fail the 64-hex validation and are dropped.
When both a raw field and its pre-hashed counterpart are mapped, the pre-hashed value wins. Values that are not valid 64-character hex digests are never uploaded — they are dropped (falling back to the raw column if mapped) and counted in the sync run logs. See Match Keys & Identifier Hashing for the full normalization contract, precedence, and validation rules.
Device IDs and Trade Desk cookie IDs
| Field | Type | Description |
|---|---|---|
DeviceId | string | Raw mobile advertising ID (IDFA or GAID), as a 36-character GUID with dashes. Uploaded as a DAID. |
CookieId | string | The Trade Desk’s own user ID (TDID), as a 36-character GUID with dashes. |
These are uploaded through The Trade Desk’s Data API, using the same connection, to the segment named by Segment Name. Add and upsert keep a member for 180 days (the Data API maximum). Remove, and a mirror sync’s removed rows, take the member out of the segment. A segment set only by Segment ID has no name to send, so device and cookie IDs are skipped. Values that are not a 36-character GUID are skipped too. Audience Boost fills both fields automatically.
A row with any of email, phone, device ID or cookie ID is uploaded. A row with none of them is skipped and not counted as failed.
Rate Limits
The Trade Desk API enforces rate limits per advertiser. Zeotap uploads hashed emails and phones in batches of up to 50,000 identifiers per request, and device and cookie IDs in requests of at most 10,000 IDs and under 2.5 MB, processing them sequentially to stay within limits. If you experience throttling, consider reducing sync frequency.
Troubleshooting
API key authentication failed
Verify your API key and Partner ID are correct. API keys can be regenerated in The Trade Desk platform.
Sandbox vs Production
Ensure you selected the correct API environment. Sandbox data is not visible in production and vice versa.
Segment processing delay
First-party data segments may take several hours to process and become available for targeting.