The Trade Desk First-Party

Datafly Signal adds visitors to first-party audience segments in The Trade Desk through the Advertiser Data API, for targeting and exclusion. Conversions belong in The Trade Desk and The Trade Desk Offline.

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 conversion from your own server, so the conversions The Trade Desk optimises against are not filtered by the browser.
The TDID is captured first-party. Signal takes the visitor’s TDID from The Trade Desk’s click-through macros and its Realtime ID sync (see Identifiers) and keeps it under the visitor’s identity.
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

Get a Data API token

Ask your Trade Desk account team for a Data API token with first-party data access for your advertiser.

Find your advertiser ID

It is under Advertiser Settings in The Trade Desk platform.

Configure in Signal

Configuration Fields

Field	Required	Description
`advertiser_id`	Yes	Your TTD advertiser ID, sent as AdvertiserId; the segments are created under this advertiser.
`secret_key`	Yes	The Trade Desk Data API token, sent as the TTD-Auth header.
`segment_ttl_minutes`	No	How long a user stays in a segment after each event. Defaults to 43200 (30 days).

Management UI Setup

Go to Integrations > Add Integration > The Trade Desk First-Party.
Choose a preset: Default (default), Retail (ecommerce), Insurance (insurance).
Fill in the fields above and click Save.

Request format

POST https://usw-data.adsrvr.org/data/advertiser
TTD-Auth: <Data API token>

{"AdvertiserId": "adv1234",
 "Items": [{"TDID": "4d2a9a7e-...", "UID2Token": "...",
            "Data": [{"Name": "purchasers", "TimestampUtc": "2026-09-22T00:13:20Z", "TtlInMinutes": 43200}]}]}

Each event adds the visitor to the segment named by the preset (Data[].Name); rename the segments in the preset to suit your targeting.

Event Mapping

Signal event	Vendor event	Presets
`page`	`site_visitors`	Default
`view_item`	`product_viewers`	Default, Retail
`add_to_cart`	`cart_builders`	Default, Retail
`purchase`	`purchasers`	Default, Retail
`generate_lead`	`leads`	Default, Insurance
`sign_up`	`registered_users`	Default
`begin_checkout`	`checkout_starters`	Retail
`get_quote`	`quote_starters`	Insurance
`quote_completed`	`quotes_completed`	Insurance
`purchase`	`policyholders`	Insurance

Identity

Visitors are identified by the TDID, UID2 or EUID token, or RampID Signal holds for them. No email is sent: the API matches on these IDs only.

The Trade Desk is an advertising destination and requires marketing consent by default.

Troubleshooting

Problem	Solution
`401`	Check the Data API token.
`UserNotMapped` in the response	The visitor has no Trade Desk ID Signal can send.

Blueprint

The The Trade Desk First-Party blueprint version is 0.8.0. It was last reviewed against the vendor’s documentation on 2026-09-22.