Event

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.

Overview

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.

Prerequisites

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.
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 be forwarded to The Trade Desk when at least one of the following identities is present for the user:

• The Trade Desk Cookie Sync ID
• Apple IDFA
• Google Advertising ID
• Unified ID 2.0 (UID2), when configured

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

Unified ID 2.0 (UID2) enrichment

Unified ID 2.0 (UID2) is an open-source identity framework pioneered by The Trade Desk. mParticle generates raw UID2s natively from the email addresses or phone numbers already on your user profiles, with no additional instrumentation required.

Benefits include:

• Higher match rates: Use a durable identifier based on email addresses or phone numbers to help The Trade Desk match your events to users.
• Cross-channel reach: UID2 works across display, video, CTV, and mobile, supporting consistent identity matching across channels.
• Privacy-safe by design: UID2 is derived from hashed emails or phone numbers, supporting privacy-conscious identity resolution across the open internet.
• One-click enablement: In mParticle, a single toggle activates UID2 generation for users whose events are forwarded to The Trade Desk.

Enabling UID2

To enable UID2 for your The Trade Desk Event output:

1. Go to Setup > Outputs > Event.
2. Open your The Trade Desk configuration.
3. Turn on Enable Unified ID 2.0 (UID2).
4. Choose a generation method from the options below.

Auto-generate in mParticle

mParticle generates UID2s natively from the email or phone identifiers on profiles whose events are forwarded through your The Trade Desk Event output. mParticle automatically manages UID2 refresh and rotation, keeping your identity data fresh without any manual intervention.

Auto-generate in mParticle requires user profiles to contain an email address or phone number. Profiles without these identifiers will not receive a generated UID2.

Bring your own

If you already manage UID2 values and store them in an mParticle identity field (such as other through other10), select that identity type from the UID2 Identity Type dropdown. mParticle forwards the value directly to The Trade Desk without generating a new one.

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.

• Please see Connection Settings for more information.

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.

• Please see Connection Settings for more information.

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

Merchant Product Catalog

The Trade Desk supports merchant product catalog data through a Merchant ID and Line Item Objects (product-level data). This enables customers to send item-level signals for performance marketing, audience building, and conversion measurement.

Overview

When a Merchant ID is configured in the output’s configuration settings, mParticle maps products from commerce events to The Trade Desk’s Line Item Object and forwards them downstream. Non-commerce events do not include line items.

If no Merchant ID is configured, the integration behaves as before — no line items are included.

Line Item Object Mapping

Products from mParticle commerce events are mapped to The Trade Desk’s Line Item Object properties as follows:

mParticle Product Attribute	The Trade Desk Property	Data Type	Description
id	item_code	string	The product’s unique identifier.
name	name	string	The product name.
quantity	qty	number	The quantity of the product.
price	price	number	The price of the product.
category	cat	string	The product category.
brand	item_brand	string	The brand name of the product.

Event Name Mapping

When a Merchant ID is configured, mParticle commerce events are mapped to The Trade Desk’s EventName attribute. Custom event name mapping is not supported.

For checkout events, you can choose whether mParticle forwards initiatecheckout or startcheckout to The Trade Desk. Configure this in the Checkout Event Name connection setting — see Connection Settings for more information.

mParticle Event Name	The Trade Desk Event Name
Add to Cart	addtocart
Checkout	initiatecheckout (default) or startcheckout
View Detail	viewitem
Purchase	purchase
Add to Wishlist	addtowishlist

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.
Enable Unified ID 2.0 (UID2)	boolean	false	No	Enable UID2 forwarding for this integration. When enabled, select a generation method.
UID2 Generation Method	string	Auto-generate in mParticle	No	How UID2 values are sourced. Auto-generate in mParticle has mParticle generate UID2s from email or phone identifiers on profiles whose events are forwarded through this output. Bring your own forwards UID2 values from an identity type you select. Visible only when Enable Unified ID 2.0 (UID2) is enabled.
UID2 Identity Type	string	UNSELECTED	No	The identity type (such as other through other10) containing your existing UID2 values. Required when Bring your own is selected.

Connection Settings

Setting Name	Data Type	Default Value	Platform	Required	Description
Metro Area Mapping	string		All	No	Map an 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”.
Merchant ID	string		All	No	The Trade Desk Merchant ID. When provided, product-level data from commerce events is mapped to The Trade Desk Line Item Object and forwarded downstream.
Checkout Event Name	string	initiatecheckout	All	No	The Trade Desk event name to use for mParticle checkout events when Merchant Product Catalog is enabled. Select initiatecheckout or startcheckout.
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 “Create Tracking Tag ID” and entering a unique Tracking Tag Name. Note: the “mparticle” Data Provider ID must be granted appropriate access within The Trade Desk.
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.