The Trade Desk

The Trade Desk is a programmatic advertising platform for reaching audiences across display, video, audio, native, and connected TV channels. With this destination, you can send conversion events to The Trade Desk for unified attribution, advanced targeting, and optimization across the open internet.

Overview

The Ours integration with The Trade Desk enables you to track conversions and other key events through a secure, server-to-server integration. By routing all events through our servers, we ensure that sensitive data remains protected while accurately tracking your advertising performance.

The Trade Desk provides advanced programmatic advertising capabilities across display, video, audio, native, and connected TV channels, allowing for unified attribution and optimization across the open internet.

How It Works

Ours Privacy supports both real-time conversion tracking and view-through attribution for The Trade Desk. Conversions are sent server-to-server, and The Trade Desk matches them on its side using the device advertising ID, raw UID2, and hashed identity fields you map, rather than a click-specific postback ID.

View-Through Tracking

For view-through attribution, serve the Ours Privacy 1x1 impression pixel alongside your The Trade Desk creatives. When the ad is served, the pixel fires, Ours Privacy cookies the viewer, and the impression is recorded along with any campaign parameters passed in the pixel URL.

When that same visitor later converts on your website, Ours Privacy matches the conversion back to the original impression using the cookie and dispatches it to The Trade Desk. This lets you credit conversions from users who saw your ad but converted through another path, even when they never clicked, giving you a fuller picture of campaign performance than click-based tracking alone.

See DSP view-through conversions for the full methodology across every DSP destination, and Visitor Identity and Matching for the identity resolution that determines your match rate.

Configuration

Destination Setup

1. Navigate to Destinations in your Ours platform
2. Search for The Trade Desk and add it to your destinations
3. Configure the mapping fields as needed for your use case

Mapping Fields

The Trade Desk destination provides comprehensive mapping options for various types of event data. Here are a subset of the available fields you can configure:

• Event Name: The name of the conversion event (e.g., "purchase", "signup", "lead")
• Value: The monetary value of the conversion for revenue tracking and ROI measurement
• Currency: The currency code for the conversion value
• Client IP: The IP address of the user for attribution purposes
• URL: The URL where the conversion event occurred

The mapping configuration from your dashboard contains tooltips that describe and contain more detailed information about each field.

Limited Data Use (LDU)

The Trade Desk supports a user-choice processing option that restricts what it may do with an event. It applies to events from US states where the relevant privacy laws are in effect, and advertisers typically use it for people who have opted out of sale or sharing.

Map the Limited Data Processing field in the destination mapping. It is a boolean: when truthy, the event is sent with limited data processing requested. Map it to the opt-out signal you already collect, such as a consent choice or a Global Privacy Control signal.

You do not set a region. Ours Privacy derives it from the visitor's country and state on the event.

Setting the flag restricts what The Trade Desk may do with the event; it does not stop the event from being sent. To withhold events entirely, use Global Data Governance rules or your consent configuration.

See Limited Data Use for the destinations that support this and how the flag fits your consent setup.

UID2 Offline Conversions

UID2 (Unified ID 2.0) enables offline conversion attribution by mapping a user's email or phone number to a privacy-safe raw UID2. When enabled, Ours Privacy includes that identifier with the conversion event sent to The Trade Desk, allowing attribution of conversions that happen outside the browser session.

Enabling UID2

1. Navigate to your The Trade Desk destination settings
2. Toggle Enable UID2 Offline Conversions to on
3. Map the Email and/or Phone fields in your mapping configuration

When UID2 is enabled and a mapped email or phone is available, Ours Privacy maps it to a raw UID2 and includes it in the conversion event sent to The Trade Desk. Email takes precedence over phone when both are provided.

Additional Information

For more information about The Trade Desk and its programmatic advertising solutions, visit the The Trade Desk website.

Please reach out to support@oursprivacy.com to enable this destination for your account.