The Trade Desk Conversions

Send conversion events to The Trade Desk server-to-server using the Real-Time Conversion endpoint for accurate attribution of programmatic campaigns running on The Trade Desk’s DSP.

Prerequisites

Complete these steps in The Trade Desk platform before configuring the integration in Signal.

Create a Trade Desk Account

Access The Trade Desk platform via self-serve signup or through a managed service arrangement with a Trade Desk partner. Log in at desk.thetradedesk.com.

Find Your Advertiser ID

Navigate to Advertiser Preferences > Info. Your Advertiser ID is displayed on this page (e.g. abc12345). Each advertiser in your account has a unique ID.

Create a Tracking Tag

Go to Tracking > Universal Pixel (or Offline Tracking Tags for offline conversions). Click Create New Tag and configure the conversion events you want to track. Note the Tracking Tag ID generated — this is the tracking_tag_id used in Signal.

For offline conversion tracking, use Offline Tracking Tags instead of Universal Pixel. The setup process is similar but the tag type determines how The Trade Desk processes the conversion data.

Set Up Merchant ID (Optional)

If you are a retailer sending product-level conversion data, set up a Merchant ID in The Trade Desk platform. Navigate to Advertiser Preferences > Retail and register your merchant details. This is required for Retail Media campaigns with product-level attribution.

Configuration

Field	Type	Required	Description
`advertiser_id`	string	Yes	Your Trade Desk Advertiser ID (e.g. `abc12345`). Found under Advertiser Preferences > Info.
`tracking_tag_id`	string	Yes	Your tracking tag ID. Created under Tracking > Universal Pixel or Offline Tracking Tags.
`merchant_id`	string	No	Your Trade Desk Merchant ID for product-level data. Required for retail campaigns.

Configure in Signal

Management UI

Navigate to Integrations in the sidebar.
Open the Integration Library tab.
Find The Trade Desk or filter by Advertising.
Enter your advertiser_id, tracking_tag_id, and optionally merchant_id.
Select consent categories (typically advertising).
Click Install Integration.

Management API

curl -X POST http://localhost:8084/v1/admin/integration-catalog/the_trade_desk/install \
  -H "Authorization: Bearer YOUR_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "name": "Trade Desk Conversions",
    "variant": "default",
    "config": {
      "advertiser_id": "abc12345",
      "tracking_tag_id": "your_tracker_id",
      "merchant_id": "your_merchant_id"
    },
    "delivery_mode": "server_side",
    "consent_categories": ["advertising"]
  }'

Identity Signals

The Trade Desk uses the TDID (Trade Desk Unified ID) as its primary identity for conversion attribution. Signal resolves TDIDs server-side via The Trade Desk’s match service.

Vendor ID	Description	How to Capture
`ttd_uid`	Trade Desk Unified ID (TDID)	Resolved server-side by Signal’s Identity Hub using the visitor’s IP and User-Agent. Can also be passed explicitly via `_df.identify()`.

How TDID Resolution Works

When a visitor first arrives on your site, Signal calls The Trade Desk’s match service server-side to resolve the visitor’s TDID.
The match service uses the visitor’s IP address and User-Agent to return a TDID (if a match is found).
The TDID is stored in the Identity Hub and included in all subsequent conversion events for that visitor.

// Optionally pass a known TDID directly
_df.identify({ ttd_uid: "a1b2c3d4-e5f6-7890-abcd-ef1234567890" });

TDID resolution is performed server-side by the Identity Hub — the match service is never called from the visitor’s browser. This preserves user privacy and avoids ad blocker interference.

Match Rate

Not all visitors will have a TDID. The match rate depends on whether the visitor has previously interacted with Trade Desk-served ads, cookie availability, and geographic region. Events without a resolved TDID can still be sent but will have limited attribution capability.

Event Mapping

Datafly Event	Trade Desk Event	Key Properties
`Order Completed`	`purchase`	`order_id`, `value`, `currency`, `products[]`
`Page Viewed`	`pageview`	`page_url`
`Product Added`	`addtocart`	`product_id`, `quantity`, `price`
`Product Viewed`	`sitevisit`	`product_id`, `page_url`
`Lead Generated`	`lead`	`lead_id`, `value`
Custom events	Custom conversion	Any properties mapped in blueprint

Custom Data Parameters

The Trade Desk supports custom data fields (td1 through td10) for passing additional conversion metadata:

Parameter	Type	Description
`td1`	string	Custom data field 1 (commonly used for order ID)
`td2`	string	Custom data field 2
`td3` – `td10`	string	Additional custom data fields

Configure custom field mappings in the integration configuration:

{
  "config": {
    "advertiser_id": "abc12345",
    "tracking_tag_id": "your_tracker_id",
    "custom_fields": {
      "td1": "order_id",
      "td2": "product_category"
    }
  }
}

Example: Purchase Event

Datafly.js call:

_df.track("Order Completed", {
  order_id: "ORD-001",
  total: 129.99,
  currency: "USD"
});

Trade Desk Real-Time Conversion payload sent by Signal:

{
  "data": [
    {
      "tracker_id": "your_tracker_id",
      "adv": "abc12345",
      "event_name": "purchase",
      "value": 129.99,
      "currency": "USD",
      "order_id": "ORD-001",
      "td1": "ORD-001",
      "tdid": "a1b2c3d4-e5f6-7890-abcd-ef1234567890",
      "client_ip": "203.0.113.50",
      "referrer_url": "https://example.com/checkout/confirmation"
    }
  ]
}

Testing

Send a Test Event

Use the Datafly.js snippet on a test page to fire an Order Completed or Page Viewed event.

Verify in Signal

Open the Live Events view in the Management UI. Confirm the event appears and is routed to The Trade Desk integration.

Check TDID Resolution

In the event detail view, verify that a ttd_uid was resolved by the Identity Hub. If no TDID was found, the event will still be delivered but with limited attribution.

Verify in The Trade Desk

In The Trade Desk platform, navigate to Tracking > Conversion Reports. Confirm the test conversion appears with the correct event name, value, and advertiser ID.

Troubleshooting

Symptom	Cause	Resolution
`200 OK` but no conversions in reports	Invalid `tracking_tag_id`	Verify the tracking tag ID matches an active tag in The Trade Desk platform under Tracking.
No TDID resolved	Visitor has no Trade Desk cookie	Expected for new visitors. Match rates vary by region and audience overlap with TTD campaigns.
`INVALID_TRACKER` error	Tracker ID not found or deactivated	Check the tag status in The Trade Desk platform. Recreate if necessary.
Missing product data	`merchant_id` not configured	Add the `merchant_id` to the integration config for product-level attribution.
Events delayed in reports	Normal Trade Desk processing lag	The Trade Desk processes conversions in batches. Allow up to 24 hours for conversions to appear in reports.
Duplicate conversions	Missing deduplication key	Ensure `order_id` or a unique event identifier is included in the event properties.

Delivery

Events are delivered server-side to The Trade Desk’s Real-Time Conversion endpoint:

POST https://insight.adsrvr.org/track/realtimeconversion

No authentication header is required — authentication is handled via the tracker_id and adv (advertiser ID) in the payload. No client-side scripts are loaded for this integration.

Visit The Trade Desk Conversion Events API documentation for full API reference.

LinkedIn Ads Conversions Acuity Ads