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.

Why route The Trade Desk First-Party 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 First-Party 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 First-Party 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 First-Party attributes the event to the right session.
• Delivery is batched, rate-limited, and retried. Signal buffers to Kafka, respects the The Trade Desk First-Party rate limit, and retries on 429 or transient failure rather than dropping the event.
• One consent decision governs every destination. The Trade Desk First-Party 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

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.

Configure in Signal

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

Configuration Fields

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"]
  }'

API endpoint

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

Allow egress to insight.adsrvr.org from the network your delivery workers run on.

Event Mapping

The default Retail preset maps:

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

Identity Resolution via UID2

The Trade Desk uses UID2 (Unified ID 2.0) for identity resolution. When you send user data via datafly.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.

datafly.identify("user-123", {
  email: "jane.doe@example.com",
  phone: "+44 7700 900123"
});

Testing Your Integration

Step 1: Send a Test Identity Event

1. Call datafly.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