IntegrationsAdvertisingThe Trade Desk First-Party Advertiser Data

The Trade Desk First-Party Advertiser Data

Datafly Signal uploads first-party CRM and audience data to The Trade Desk server-to-server for identity resolution, audience building, and enhanced campaign targeting via UID2.

Prerequisites

Before configuring The Trade Desk First-Party Data in Signal, you need a Trade Desk account with access to the First-Party Data API and a secret key generated for authentication.

Create a Trade Desk Account

  1. If you don’t already have one, contact The Trade Desk to set up an advertiser account.
  2. Once provisioned, log in to the Trade Desk platform at desk.thetradedesk.com.
  3. Complete any onboarding steps required by your Trade Desk representative.

Get Your Advertiser ID

  1. In the Trade Desk platform, click on your account name in the top-right corner.
  2. Navigate to Advertiser Settings (or Advertiser Preferences).
  3. Note your Advertiser ID — a short alphanumeric string (e.g. abcde12).

Your Advertiser ID is also visible in the URL when viewing your advertiser settings. It is the same ID used across all Trade Desk integrations.

Generate a Secret Key for First-Party Data API

  1. In the Trade Desk platform, navigate to Data > First-Party Data.
  2. Click API Access or Generate Secret Key.
  3. Copy the Secret Key immediately — it will only be shown once.
  4. Ensure your account has permissions for the First-Party Data API (contact your Trade Desk representative if this section is not visible).
⚠️

Store the secret key securely. If you lose it, you will need to generate a new one. The secret key is used to authenticate all First-Party Data API requests.

Configure in Signal

Now that you have your Advertiser ID and secret key, configure the integration in Signal.

Configuration Fields

FieldRequiredDescription
advertiser_idYesYour Trade Desk Advertiser ID. Found in the Trade Desk platform under Advertiser Settings.
secret_keyYesSecret key for authenticating first-party data uploads. Generated in the Trade Desk platform under Data > First-Party Data.

Management UI Setup

  1. Go to Integrations > Add Integration > The Trade Desk First-Party Advertiser Data.
  2. Enter your advertiser_id and secret_key.
  3. Select consent categories (typically advertising).
  4. Click Save.

Management API Setup

curl -X POST http://localhost:8084/v1/admin/integrations \
  -H "Authorization: Bearer YOUR_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "source_id": "src_abc123",
    "vendor": "the_trade_desk_firstparty",
    "name": "TTD First-Party Data Production",
    "enabled": true,
    "config": {
      "advertiser_id": "abcde12",
      "secret_key": "sk_ttd_abc123..."
    },
    "consent_categories": ["advertising"]
  }'

Event Mapping

Datafly EventTrade Desk ActionNotes
_df.identify() with traitsFirst-party data uploadEmail, phone, and other PII are hashed and uploaded for identity resolution.
Order CompletedAudience segment enrichmentPurchase data is associated with the user’s UID2 identity.
Product ViewedInterest signalProduct interest data for audience building.
Custom eventsCustom audience attributesEvent properties can be mapped to custom audience attributes.

Identity Resolution via UID2

The Trade Desk uses UID2 (Unified ID 2.0) for identity resolution. When you send user data via _df.identify(), Signal hashes and uploads the data to The Trade Desk’s First-Party Data API, which resolves it to UID2 tokens for audience targeting.

_df.identify("user-123", {
  email: "[email protected]",
  phone: "+44 7700 900123"
});

All PII hashing is performed server-side by the Delivery Worker before the data leaves your infrastructure. Raw PII is never sent to The Trade Desk.

Testing Your Integration

Step 1: Send a Test Identity Event

  1. Call _df.identify() with a test user’s email or phone number.
  2. Check the Signal event debugger in the Management UI to confirm the event was captured and delivered.

Step 2: Verify in The Trade Desk

  1. In the Trade Desk platform, go to Data > First-Party Data.
  2. Check that data segments are being populated.
  3. It may take up to 24 hours for first-party data to appear in audience segments.

Step 3: Build an Audience

  1. Navigate to Audiences in the Trade Desk platform.
  2. Create a new audience segment using your first-party data.
  3. Verify that the audience size reflects the data uploaded via Signal.

Troubleshooting

ProblemSolution
Data not appearing in The Trade DeskVerify the advertiser_id and secret_key are correct. Check that the secret key has not been rotated.
Authentication errorsRegenerate the secret key in the Trade Desk platform under Data > First-Party Data and update Signal.
Audience segments emptyFirst-party data may take up to 24 hours to process. Ensure you are sending identity data via _df.identify().
Permission denied errorEnsure your account has First-Party Data API access. Contact your Trade Desk representative.
Low match rateSend both email and phone number for higher UID2 match rates. Ensure data is normalised (lowercase, trimmed).

Visit The Trade Desk First-Party Data documentation for full API documentation and credential setup instructions.

TeadsThe Trade Desk Offline Conversions