Data marketplace reports

The Trade Desk data marketplace (DMP) reports offer you, as a third-party data provider, exclusive insight into how your segments are performing. Two reports are available as part of this offering: the Data Provider Segment Report and Segment Report Insights Companion.

TIP: Segments progress through a series of stages in the data segment funnel, from eligibility to payout. To learn more, see Understanding the data segment funnel.

The following sections outline the data segment funnel, provide best practices, explain the value score, and introduce the Data Provider Segment Report and Segment Report Insights Companion. To access the report and guide, see Access data provider reports and guides.

Understanding the data segment funnel

The data segment funnel outlines the four key stages your data segments move through, including earning a payout.

The following is a diagram of the data segment funnel, demonstrating how data segments progress through stages, from being eligible in the marketplace to being matched, used, and paid out.

The following table describes how these segments are activated in campaigns at each stage and where revenue is generated.

Funnel Stage	Level	Definition	Notes
Eligible	Top	The data segment qualifies to be selected in the DMP.	To make your segment available in the marketplace, set its `Buyable` field to `true`. For details, see Create data elements.
Selected	Upper-middle	The data segment is selected in an audience.	The segment could be selected in an audience for many reasons, such as its name or relevance.
Matched	Lower-middle	The data segment is matched with an advertiser's campaign.	If your segment is not matched, it may be because its ID is inactive.
Paid	Bottom	The data segment is used in a campaign, and you are compensated for its use.	If the payout percentage is low for matched impressions, it's most likely because of the pricing of your segments. To improve your payout rate, increase your value score by lowering prices or improving relevance. For details, see Value score.

NOTE: When multiple segments contribute to a single bid, payouts are split proportionally across providers rather than awarding full credit to one. For details, see Multi-elemental bidding.

Best practices

To improve the chances of your segments being selected in the data marketplace, follow these best practices for each scenario.

Scenario	Best practice
Low selection rate	Reduce segment size to improve targeting and relevance. Make sure segment names and descriptions are accurate and descriptive. For example, instead of having a segment called `NY Restaurant Goers,` divide it into more specific groups like `NY Italian Restaurant Goers` and `NY Thai Restaurant Goers`. For details, see Display name guidelines. NOTE: Accurate segment names and descriptions make segments easier to discover for both human buyers and agentic AI solutions.
High selection rate, but low match rate	Verify that the IDs within your segments accurately reflect the segment targeting criteria.
High match rate, but low payout rate	Lower your prices and improve relevance to increase segment value scores. For details, see Value score.

The following tips can help you improve your competitiveness:

Keep your segments fresh by refreshing them frequently and excluding users you haven't seen recently.
Test performance by creating more specific segment variants based on ID count (for example, precise versus expanded segments) and comparing results.
Use the Paid Pct metric in the segment report to compare your pricing with other data providers and determine whether a price decrease could improve your win rate.

Value score

In the data marketplace, the value score is central to a fair, efficient model that maximizes ROI for both data providers and advertisers. It is calculated as the segment relevance divided by its price, as shown in the following formula:

For each impression, data cost is distributed across all matched segments according to their relative value, and credit goes only to the highest-value segments. This rewards the most relevant data and prevents low-value segments from receiving credit without contributing meaningful impact.

Data Provider Segment Report

The Data Provider Segment Report is delivered weekly as a CSV file for easy import into your preferred data and visualization tools, where you can spot trends and evaluate segment performance. The following table defines each column in the report in the order they appear.

Field	Definition
`Week Start Date`	The starting date of the week covered by the report.
`Third Party Data Provider ID`	The unique ID your Data Partnerships Manager assigned during initial setup.
`Third Party Data Provider Element ID`	The unique ID assigned to the segment when the taxonomy was designed.
`Third Party Data Sub Provider ID`	The unique ID of the third-party data sub-provider that owns the data segment. Applies to onboarders only.
`AdvertiserCategory`	The industry category the client assigned during advertiser setup based on the IAB industry taxonomy. For reporting purposes, the top 14 categories, as determined by advertiser spend, are as follows: Automotive Business & Finance Events & Attractions Food & Drink Healthy Living Home & Garden Medical Health News & Politics Personal Finance Pets Shopping Style & Fashion Technology & Computing Travel For details, see IAB content taxonomy mapping: Version 1.0 to 2.2. NOTE: The `All` value represents the total across all advertiser categories.
`Received ID Count`	The total number of IDs in the targeting data.
`Active ID Count`	The number of devices and browsers in the targeting data using the active ID counting methodology.
`Active ID Count Percentile`	The percentile rank of active ID count for this segment compared to other paid segments.
`Effective Impression Count`	The total fractional credit earned by the segment across all impressions where it was eligible, both included and paid.
`Data Cost`	Total data revenue in U.S. dollars for periods when the segment was eligible and included.
`Selected Pct`	The percentage of eligible audiences that included the segment.
`Selected Pct Percentile`	The percentile rank of the inclusion rate for this segment compared to all eligible segments.
`Avg Relevance`	The average relevance of this segment compared to all seeds in active campaigns it was included in.
`Avg Relevance Percentile`	The percentile rank of the average relevance score for the segment compared to all included segments across active campaigns.
`Avg Value Score`	The average value score for the segment compared to all seeds in active campaigns it was included in. For details, see Value score.
`Avg Value Percentile`	The percentile rank of the segment value score compared to all included and matched segments across active campaigns.
`Match Pct`	The percentage of impressions that matched the segment among all impressions delivered to audiences containing it.
`Match Pct Percentile`	The percentile rank of the impression match rate for this segment compared to other included segments in active campaigns.
`Paid Pct`	The percentage of paid impressions among all impressions that matched the segment.
`Paid Pct Percentile`	The percentile rank of the paid match rate for the segment compared to other segments.

Segment Report Insights Companion

Each segment report comes with a companion Segment Report Insights Companion in HTML format. It has an AI-generated summary that answers specific business questions, from top-line revenue trends down to individual segment performance gaps. The following table describes each section.

Section	Key question	What you'll see	Why it matters
Executive Summary	How did I perform this week, and what should I do?	Top-line KPIs (gross data cost, week-over-week (WoW) and month-over-month (MoW) changes, and number of paid segments), plus AI-generated insights highlighting your top priorities, such as a pricing gap or an ID freshness issue.	Your weekly starting point. AI insights condense the segment report into a prioritized to-do list, so even a quick read gives you a clear next step.
Financial Performance	Where is my revenue coming from, and what's changing?	Revenue tables with WoW and MoM changes, broken out by segment type (custom vs. syndicated), top-level taxonomy (for example, demographics and commerce), and advertiser category (for example, automotive and travel).	Top-line revenue can look stable while individual taxonomies diverge. This section surfaces which categories are growing and which are softening before the change affects your overall numbers.
Segment Health and Benchmarks	How does my data quality compare to other providers?	Relevance and value score benchmarks against the platform average and top 10%, plus a data segment funnel stage breakdown (`Eligible` > `Selected` > `Matched` > `Paid`) by custom and syndicated segment types.	Benchmarks put your numbers in context. The funnel pinpoints exactly where segments drop out so you know whether data freshness or pricing is your biggest constraint.
Marketplace Competition	How often am I competing, and against how many providers?	The number of data groups your segments appear in, the percentage with competing providers, your standalone rate, and the average number of competitors when you're not standalone.	The more providers in a data group, the more ways revenue is split. Understanding your competitive density helps clarify whether a revenue gap reflects a pricing problem or market structure.
Taxonomy Strategy	Which parts of my data provider catalog should I invest in, fix, or expand?	An AI narrative organized by taxonomy, highlighting where to double down, which segments need ID refreshes, and where to expand coverage.	Shifts your focus from fixing individual segments to smarter catalog decisions by identifying where buyer demand is growing, where segments are selected but not monetizing, and where refresh efforts have the most impact.
Segment Diagnostics	Which specific segments are underperforming, and why?	Segment-level breakdowns with root-cause diagnosis. For example, a high selected rate but zero match rate indicates stale IDs.	The executive summary tells you what to fix; diagnostics tells you which segments and why so you leave with a specific to-do list rather than a general direction.

To access your Data Provider Segment Report and Insight Guide, see Access data provider reports and guides.

FAQs

The following is a list of commonly asked questions about data marketplace reports.

How do I benefit from the reports?

The reports give you a unique view of your segment data and help you track how changes affect your metrics over time.

How should I prioritize actions from the Segment Report Insights Companion?

Start with the executive summary, which highlights your highest-impact opportunities and risks. Then review the segment diagnostics section to identify the specific segments behind those issues. Use the supporting sections, such as financial performance and benchmarks, to confirm root causes before taking action. For details, see your Segment Report Insights Companion.

How do I differentiate between the two insights-related reports in Amazon S3?

You can distinguish the two reports by both their file format and naming convention, as shown in the following table.

Report	File type	Naming convention
Segment Report Insights Companion	HTML	`[PROVIDER_ID_PLACEHOLDER]_reportweek_insights_[date].html`
Segment-Level Insights Report	CSV	`[PROVIDER_ID_PLACEHOLDER]_reportweek_[date].csv`

How can I improve my value score and compete more effectively in the DMP model?

To increase your value score, focus on improving segment relevance and pricing the segments competitively. Higher value scores make your segments more attractive to advertisers can help improve their competitiveness in the marketplace. For details, see Best practices.

Why did my segment relevance drop this week, even though I followed best practices and didn't make any changes?

The Trade Desk marketplace changes daily. Advertisers adjust campaign segments, and data providers update their relevance and value scores, both of which can affect your score even when you haven't changed anything.

Are advertisers using my data without paying for it?

No. If your segment does not receive payment, it does not mean advertisers used it for free. Instead, the segment was determined not to deliver the most value for that impression. Only the highest-value segments receive credit and payment since they deliver the strongest incremental impact. This prevents lower-value segments from "free-riding" on similar ones and ensures the most impactful data is rewarded.

What is the granularity of a segment breakout?

Reports are generated at a data-provider level and broken out at the segment level, including the full segment path, segment name, and data provider element ID.

Does the "All" vertical breakout include all verticals, or only the sum of the listed verticals?

"All" includes funnel metrics across every vertical, not just the listed ones. The breakout displays the top 15 verticals from The Trade Desk data marketplace.

Is the revenue in data cost reported before the MPF is applied?

Yes. The cost of data is the total data revenue in US dollars before the market platform fee (MPF) is applied.