Salesforce data integration

If you are using the Salesforce Customer Data Platform (CDP), you can send customer profile data that you have in Salesforce directly to The Trade Desk platform. This enables you to quickly access your data in Salesforce and use it for targeting in your campaigns. You can send email addresses, phone numbers, UID2s, EUIDs, cookies, and device IDs.

IMPORTANT: To enable this feature, contact your Technical Account Manager and provide the required information.

What you need to provide

To get started with the Salesforce integration, you must provide the following:

The list of ID types you want to send.
Signed UID2 and EUID paperwork, if applicable.

The following table lists the types of supported IDs by region, and indicates the required paperwork, if any.

Region	Supported ID Type	Required Paperwork
NAMER and APAC	Email addresses Phone numbers Raw UID2s UID2 tokens	UID2 paperwork
EMEA	Email addresses Raw EUIDs EUID tokens	EUID paperwork
Global	Cookie data and anonymous IDs such as the following: TDID DAID RampID ID5 netID FirstId For details about these ID types, see Supported ID types.	No paperwork required. NOTE: Though these IDs may apply to a specific region, they do not require any paperwork.

For details about how The Trade Desk retains Salesforce data, see Data sync and retention.

After you submit the required information to your Technical Account Manager and receive approval, you can use Salesforce Data Cloud to send your data to The Trade Desk platform. For details, see Integration process overview.

Data sync and retention

Here's what you need to know about how The Trade Desk manages and retrains your data after you integrate it:

Salesforce pushes data to The Trade Desk daily at 2:00 AM UTC.
Data becomes available in The Trade Desk about 24 hours after ingestion.
The default time-to-live (TTL) for Salesforce segments is seven days. Segments expire seven days after ingestion unless refreshed.

Integration process overview

During this process, you set up data streams and data model objects (DMOs) in Salesforce, and map the DMO data types to the data types supported by The Trade Desk platform. The following table provides step-by-step instructions on how to set up your data to create and send segments to The Trade Desk platform.

NOTE: Some steps require using the Salesforce documentation.

Step		Task	Platform	Salesforce Documentation	Notes
1		Install The Trade Desk activation app for Salesforce.	Salesforce	The Trade Desk First Party Data Activation Salesforce CDP App	For details about how to enable the app after you install it, see Enable The Trade Desk activation app.
2		If needed, create a data stream in Salesforce to ingest your data from either the Salesforce CRM or other sources.	Salesforce	Data Streams in Data Cloud	None.
3		Complete the following substeps to map Salesforce IDs to The Trade Desk supported IDs.	Salesforce	N/A	If you want to send cookie data, you must map it to a TDID. For details, see Cookie mapping.
	a	Map your IDs to the appropriate DMOs.	Salesforce	For details about mapping data to other DMOs, see Data Mapping Requirements in Data Cloud.	If you upload only email addresses and phone numbers, skip to step 4. Otherwise proceed to step 3b.
	b	Assign the ID types in your Contact Point Digital ID DMO to The Trade Desk supported ID types.	Salesforce	None.	This step applies only if you upload anonymous ID types. If you upload just email addresses and phone numbers, skip it. Here's what you need to know about data mapping: Salesforce automatically applies the default mapping (for example, UID2 maps to UID2, netID maps to netID, and so on). If you upload other anonymous ID types with the names different from The Trade Desk ID type names, you must complete this step.
4		Create segments with your data.	Salesforce	Create a Standard Segment in Data Cloud	The segment name declared here will be the segment name that shows up in The Trade Desk platform.
5		Create an External Activation Target for The Trade Desk based on your region.	Salesforce	Create an External Platform Activation Target	None.
6		Publish the segment to The Trade Desk platform.	Salesforce	Create an Activation for an External Platform	During this step, you will create an activation, which is different from an activation target. For details, see Activation and Activation Targets.
7		Retrieve your segment and use it to create audiences in The Trade Desk platform.	The Trade Desk	N/A	For details, see Building audiences.

The following sections detail some of the steps outlined in the preceding table.

Enable The Trade Desk activation app

After you install The Trade Desk First Party Data Activation app for Salesforce, you must enable the app in Data Cloud. To do this, complete the following steps:

In Salesforce and in the top-right corner, select the Settings icon, then select Data Cloud Setup.
In the left navigation panel, click External Activation Platforms, then click The Trade Desk First-Party Data Activation.
In the The Trade Desk First-Party Data Activation title bar, and on the far right, click the Enable button.

Map your data to DMOs

After you complete steps 1 and 2 in the integration process, you must map your data types to the appropriate DMO. The following table lists the possible data types and the DMOs to match them with.

Data Type	Data Model Object
Email addresses	Contact Point Email
Phone numbers	Contact Point Phone
Anonymous IDs: UID2 UID2Token EUID EUIDToken TDID DAID RampID ID5 netID FirstId	Contact Point Digital ID

For details about mapping other DMOs, see Data mapping requirements in data cloud.

After you map your data, you must map your ID types to The Trade Desk supported ID types as described in Contact point digital ID mapping.

Contact point digital ID mapping

This step applies only if you upload anonymous ID types. If you upload just email addresses and phone numbers, skip it. Here's what you need to know about data mapping:

Salesforce automatically applies the default mapping (for example, UID2 maps to UID2, netID maps to netID, and so on).
If you upload other anonymous ID types with the names different from The Trade Desk ID type names, you must complete this step.

The Trade Desk provides a list of supported ID types. If the contact point ID types in your DMO may use different names or formats, then you must map each one to a supported ID type before you can proceed to step 4 (create segments with your data) in the integration steps.

To map your contact point ID types to the supported ID types, do the following:

In The Trade Desk First Party Data Activation app, click the ID Type Mapping tab.
For any ID types in your Contact Point Digital ID DMO that differ from the partner-supported identifier names, enter the corresponding names in each field of the ID Type column. For example, if your DMO uses NetID for netID, enter NetID as the ID Type, as illustrated in the following screenshot.

TIP: You can assign multiple ID types in the Contact Point Digital ID DMO to a single Partner Supported Identifier. To do this, use a comma to separate the different names. For example, if you have multiple ID Types for UID2 in your DMO, enter these types in the following format: tdid, td_id, tdd_id.

Create external activation targets

Based on your region, follow the Create an External Platform Activation Target instructions in the Salesforce documentation to create the following activation targets:

Region	External Activation Target	Notes
NAMER APAC	The Trade Desk First Party Data Activation.	Email addresses and phone numbers in this activation translate to UID2.
EU	The Trade Desk First Party Data Activation (EU).	Email addresses in this activation translate to EUID.

When prompted for an Account ID, enter your advertiser ID from The Trade Desk platform and proceed to step 6 (publish the segment to The Trade Desk platform) in the integration process.

Publish segments to The Trade Desk platform

To publish the segment to The Trade Desk platform, follow the Create an Activation for an External Platform instructions in the Salesforce documentation. In step 8 in the Salesforce documentation, map data cloud attributes to the appropriate user identifiers you want to activate.

TIP: You do not have to map all the user identifiers from the data cloud attributes. Map only the identifiers you want to activate.

The following screenshot illustrates how values in the Data Cloud Attributes column for contact point DMOs (contact point email, contact point phone, and contact point digital ID) are mapped to the following values in the User Identifiers column: hashed email address, hashed phone number, and digital ID value.

TIP: If you want to activate a subset of attributes, consider adding filters. For details, see Add filters to the activation membership in the Salesforce documentation.

After you create the activation, use the POST /v3/dmp/firstparty/advertiser endpoint in the Platform API to retrieve your segments and include them in data groups for audiences.

FAQs

The following are frequently asked questions about sending first-party customer data from Salesforce to The Trade Desk.

How often does Salesforce push data to The Trade Desk?

Every day at 2:00 AM UTC.

How do I send cookie IDs?

You must map them to TDIDs. For details, see Cookie mapping.

After I create a segment, how long until it becomes available in The Trade Desk platform?

After the segment is created, it becomes available in about 24 hours.

Do I have to map all the contact point ID types if I'm uploading only email address and phone numbers?

No, if you upload only email addresses and phone numbers, you do not have to map the ID types in the Contact Point Digital DMO. You can instead proceed to step 4 in the integration process (creating segments).

When publishing a segment, do I have to map all of the user identifiers from the data cloud attributes?

No, you must map only the identifiers you want to activate. For details, see Publish segments to The Trade Desk platform.

Why can't I see my data in The Trade Desk platform after I published the segment to the Salesforce Data Cloud?

The Trade Desk activation app may not have been enabled or it has not been 24 hours since is has been published. For details, see Enable The Trade Desk activation app. See also Data sync and retention.