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.

Why route The Trade Desk through Datafly Signal

• Conversions survive ad blockers and tracking prevention. A browser tag served from an advertising domain is blocked outright for part of your traffic, and Safari’s ITP shortens the cookies it can set. Signal sends the event from your own server, so the conversions The Trade Desk optimises against are not filtered by the browser.
• Email is hashed before leaving your infrastructure. Signal normalises (trim and lowercase) and applies SHA-256 inside your own deployment, so The Trade Desk receives match keys rather than raw personal data.
• Client IP and user agent are preserved. Server-to-server delivery normally loses both, which weakens matching. Signal forwards the genuine visitor values as request headers so The Trade Desk attributes the event to the right session.
• Delivery is batched, rate-limited, and retried. Signal buffers to Kafka, respects the The Trade Desk rate limit, and retries on 429 or transient failure rather than dropping the event.
• One consent decision governs every destination. The Trade Desk is gated by the same consent state as the rest of your stack, so a withdrawal applies everywhere at once.
• No vendor tag on the page. Removing it removes its page weight and its independent access to your visitors.

Prerequisites

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

Configuration

Configure in Signal

Management UI

1. Navigate to Integrations in the sidebar.
2. Open the Integration Library tab.
3. Find The Trade Desk or filter by Advertising.
4. Enter your advertiser_id, tracking_tag_id, and optionally merchant_id.
5. Select consent categories (typically advertising).
6. 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.

How TDID Resolution Works

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

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

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

The default Retail preset maps:

To customise or extend, edit the integration’s Field Mappings in the Management UI.

Custom Data Parameters

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

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:

datafly.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

Troubleshooting

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.