Third-party audience data integration
NOTE: This guide is intended for third-party data providers interested in uploading all types of IDs, except IP addresses. To upload IP addresses, see Third-party IP address data integration.
Third-party data providers can use this guide to integrate audience data with The Trade Desk, from initial setup and data upload to verification and segment creation. Before you begin, review the following requirements, then use the sections below to complete your integration.
Here's what you need to know before you upload your data:
- You can onboard data for more than one brand or advertiser, but you will need to complete a separate initial setup for all of them. For details, see Getting started for audience data providers.
- To upload personally identifiable information (PII), such as email addresses and phone numbers, you must first convert them to Unified IDs (UIDs) using the UID2 API. For details, see UID2 Overview for Data Providers.
The following sections describe the integration process, including critical steps like verification before going to production. Your data taxonomy can be designed at any point, but it must be ready before creating data elements in Step 5.
TIP: If you prefer visual PDF guides that complement the API documentation, click the following banner to download a zip file for the Data Marketplace Guidebook and 3PD Audience Integration Technical Guide. Together they cover the full partner journey, from business and strategy decisions to integration best practices.
Process overview
The following table outlines the steps you need to take to set up and complete your third-party data integration.
| Step | Description | Endpoint or Further Reference | Notes |
|---|---|---|---|
| 1 | If you plan to onboard cookies, set up cookie mapping. | Cookie mapping | None |
| 2 | Send your third-party segment data. | POST /data/thirdparty | This endpoint requires token authentication. |
| 3 | Create a test segment and verify that data is being associated with segments correctly. | Test segment data | This task requires collaboration with your Technical Account Manager. |
| 4 | If you have not completed your data taxonomy design, be sure to do it now. | Third-party data taxonomies | You can complete this step beforehand. |
| 5 | Create data elements and assign rates using the Taxonomy and Rate APIs. | Third-party audience data segments and rates | To increase reach, you can expand the audience with cross-device expansion, lookalike modeling, or both. |
The following section describes the test segment verification steps in detail.
Test segment data
To test your segment data, complete the following steps:
- Using your provider ID, send 50,000 users or IDs for each ID type to be tested to populate a segment to the platform.
- Work with your Technical Account Manager to verify the workflow.
- Expire all user and device IDs from the segment.
- Work with your Technical Account Manager to verify the workflow.
- If your test is successful, and you have already designed your data taxonomy, you can start creating your data elements. Otherwise, if you have not yet designed your third-party taxonomy, do it now.
Payouts in the data marketplace
To learn how data segments progress through the marketplace and generate payouts, see Understanding the data segment funnel. For details on how payouts are calculated when multiple segments contribute to a single bid, see Multi-elemental bidding.
FAQs
The following is a list of commonly asked questions about third-party audience data integration.
Can I expand my target audience?
Yes. You can expand an audience data segment using cross-device expansion, lookalike modeling, or a combination of both. For details, see Audience expansion.