# TheTradeDesk

Source: https://amplitude.com/docs/data/destination-catalog/thetradedesk

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On this page

- [Use cases](#use-cases)
- [Considerations](#considerations)
- [Set up the integration](#set-up-the-integration)
- [TheTradeDesk setup](#thetradedesk-setup)
- [Amplitude setup](#amplitude-setup)
- [Send a cohort](#send-a-cohort)
- [Troubleshooting](#troubleshooting)
- [Cohort size in Amplitude differs from the number in TheTradeDesk](#cohort-size-in-amplitude-differs-from-the-number-in-thetradedesk)

# TheTradeDesk

[TheTradeDesk](https://www.thetradedesk.com/us) gives advertisers access to digital advertising inventory, including display, video, mobile, and native ads. Advertisers target audiences by demographics, interests, browsing behavior, and location. The platform also offers real-time bidding on ad placements.

## Use cases

- **Improved audience targeting:** Send cohorts from Amplitude to refine audience targeting in The Trade Desk. For example, send a cohort of users with frequent app usage or specific in-app actions for more precise targeting.
- **Personalized ad creative:** Use behavioral cohorts to tailor ad content to user interests, increasing the likelihood of conversion.
- **Campaign optimization:** Use behavioral data to optimize ongoing campaigns. Adjust creatives, placements, and messaging based on how cohorts respond.
- **Retargeting strategies:** Send non-converting cohorts (users who didn't complete a purchase or sign-up) to design retargeting campaigns with tailored messaging.
- **Lookalike audience expansion:** Use cohorts as the basis for lookalike audiences on The Trade Desk to reach users with traits similar to high-value groups.

## Considerations

- Enable this integration in each Amplitude project you want to use it in.
- You need a paid The Trade Desk plan to enable this integration.
- You can map identifiers to TheTradeDesk's 36 character GUID, the raw device GUID (for example, iOS IDFA or Android AAID), or TheTradeDesk's Unified ID 2.0 (UID2). For more information about UID2, refer to TheTradeDesk's [Unified IDs](https://partner.thetradedesk.com/v3/portal/data/doc/UnifiedIDs).
- Users in TheTradeDesk have a TTL (Time-To-Live) parameter. Amplitude sets this value to 30 days for users in cohorts you send to TheTradeDesk, and refreshes it with every sync. If you configure a scheduled sync, users in cohorts you send to TheTradeDesk don't expire. If you run a one-time sync, users you send to TheTradeDesk expire 30 days after the sync, unless you manually resync the cohort.

## Set up the integration

### TheTradeDesk setup

1. In The Trade Desk, go to *Settings > Integrations*.
2. Click **Add integration**, then find and add Amplitude.
3. Copy the **Advertiser ID** and **Advertiser Secret Key** to your clipboard.
   - To find your **Advertiser ID** and **Advertiser Secret Key**, go to the Advertiser Preferences page and select Seat Identifiers & Keys.

### Amplitude setup

1. In Amplitude Data, click **Catalog** and select the **Destinations** tab.
2. In the Cohort section, click **TheTradeDesk**.
3. Click **Add another destination**.
4. Enter **Name**, **Advertiser ID** and **Advertiser Secret Key**.
5. Choose your Data Center Region.
6. Map the Amplitude User ID field to TheTradeDesk User ID field. You can map identifiers to The Trade Desk 36-character GUID, raw device ID in 36-character GUID (iOS IDFA or Android's AAID), or TheTradeDesk's Unified ID 2.0.
7. Save when finished.

## Send a cohort

To sync your first cohort, follow these steps:

1. In Amplitude, open the cohort you want to sync, then click **Sync**.
2. Select **TheTradeDesk**, then click **Next**.
3. Choose the account you want to sync to.
4. Choose the sync cadence.
5. When finished, save your work.

## Troubleshooting

### Cohort size in Amplitude differs from the number in TheTradeDesk

Amplitude reports a cohort sync as successful even if the sync contains invalid IDs. As a result, the user count in TheTradeDesk may differ from the count in Amplitude. If the sync contains duplicate IDs or a parsing error occurs, TheTradeDesk doesn't add those users. The user count in TheTradeDesk reflects the number successfully imported from Amplitude.

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