The Trade Desk provides a self-service platform that enables ad buyers to manage data-driven digital advertising campaigns across various advertising formats, including display, video, and social, across devices.


The The Trade Desk Offline Measurement integration provides an opportunity for advertisers and trusted providers to send offline conversion events to be used for attribution. Offline conversion events cover a range of use cases like attributing in-store sales or place visits.


To use this integration, you must be sending Commerce or Custom events to an “unbound” feed that you can then connect to The Trade Desk. Learn more about unbound vs. “act-as” feeds here.

Additionally, the following steps must be followed:

  1. Within The Trade Desk’s Platform UI, create a campaign and select the mParticle provider tile.
  2. Set-up a The Trade Desk output configuration within mParticle. The only required field is the Advertiser ID.
  3. Connect the configuration to the desired custom feed.
  4. Generate a Tracking Tag Id during the connection process, to associate data with your Advertiser ID and the “mparticle” Data Provider. See Tracking Tag Id Generation for more information.
  5. Save the connection.
  6. Within The Trade Desk’s Platform UI, set up the campaign reporting columns to attribute to the new offline tracking tag.

Please work with your The Trade Desk Account Manager throughout the set-up process. For a complete guide on setting up an offline measurement integration, reference The Trade Desk’s documentation.

Data Mapping

Supported Event Types

  • Commerce
  • Custom

User Identity Mapping

Data can only be forwarded to The Trade Desk provided at least one of the following identities is present for the given user:

  • The Trade Desk Cookie Sync ID
  • Apple IDFA
  • Google Advertising ID

Note: The Trade Desk Cookie Sync IDs are only available if the The Trade Desk Cookie Sync integration has also been set-up.

Reserved Attributes and the Metro Attribute setting

In order to forward information regarding location, several reserved user attributes are also captured, if present.

An additional connection setting has also been exposed to convey The Trade Desk’s notion of Metro area.

mParticle Field The Trade Desk Field Data Type Required Description Example
$Country Country string No Country. USA
$State Region string No Region. NY
$City City string No City. Brooklyn
$Zip PostalCode string No PostalCode. 10016
Metro Area Mapping Metro string No The user’s metro area. 501

Custom Attributes

The Trade Desk supports up to 10 attributes per event (TD1 to TD10). These can be mapped from mParticle event or user attributes during connection set-up.

Tracking Tag ID Generation

In order for mParticle to forward data to the corresponding Advertiser in The Trade Desk, a unique Tracking Tag ID value is required. It is used to associate incoming data both with the "mparticle" Data Provider, as well as the given Advertiser. Since it can only be created via API call, a custom UI component exists to create one within the Connection Settings.

  • For more information on the API call, check out The Trade Desk’s API documentation.

To successfully create a new Tracking Tag ID, a unique Tracking Tag Name must be specified.

Once created, the same Tracking Tag ID can be used for connecting the same Output Configuration to other custom feeds.

Custom Flags

You can add the following Custom Flag to your events, which will be mapped to The Trade Desk as described below.

Custom Flag Name Data Type Required Description
TheTradeDesk.ImpressionId string No This is a valid 360-character GUID for the relevant impression.

Additional Fields — Commerce Events

For incoming commerce events, the following additional information is extracted and forwarded to The Trade Desk:

mParticle Commerce Event Field The Trade Desk Field Data Type Required Description Example
ProductAction.TotalAmount Value string No The monetary value associated with this event. 0.02
CurrencyCode ValueCurrency string No The currency associated with the given value. USD

Upload Frequency

The Trade Desk Event Integration uses bulk forwarding. Instead of uploading events in real time, mParticle compiles updates into a queue until a given threshold is reached.

By default, mParticle uploads to The Trade Desk whenever at least one of the following conditions is met:

  • 3 hours have passed since the last upload.
  • At least 10000 messages are in the queue.

Upload frequency can be adjusted. Reach out to your mParticle Customer Success Manager if you need to discuss upload frequency.

Configuration Settings

Setting Name Data Type Default Value Required Description
Advertiser ID string Yes The Trade Desk Advertiser ID available on your dashboard.

Connection Settings

Setting Name Data Type Default Value Platform Required Description
Metro Area Mapping string All No Map a mParticle User attribute to the “Metro” area value in The Trade Desk.
Custom Attribute Mapping string All No Map mParticle Event or User attributes to attributes within The Trade Desk, with values from “TD1” to “TD10”.
Tracking Tag ID string All Yes The Tracking Tag Id allows mParticle to upload data to the given advertiser. It can be generated by clicking on “Create Tracking Tag Id” and entering in a unique Tracking Tag Name. Note: the “mparticle” Data Provider Id must be granted appropriate access within TheTradeDesk.
Tracking Tag Name string All Required when creating a new Tracking Tag ID. A unique name which, together with the Advertiser ID and the “mparticle” Data Provider, is used to generate an associated Tracking Tag ID.

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