Identity integration quickstart

NOTE: This guide is intended for data providers who are building a data marketplace business on The Trade Desk platform. If you are onboarding first-party data on behalf of an advertiser, see Getting started for Customer Data Platforms.

Building a data marketplace business starts with converting your consented first-party data into privacy-safe identifiers for digital advertising. At The Trade Desk, this primarily means using UID2 and EUID, with additional support for cookies (TDIDs) and mobile advertising IDs (MAIDs).

The Trade Desk does not ingest personal information, so you must complete identity resolution before you deliver audience segments to the platform. This guide provides a high-level overview of your identity integration options and links to the relevant integration guides for each path.

Choose an integration path

You can resolve identities directly or through an approved partner. The following table compares the two options.

Path	Description	Considerations
Direct build	You call the UID2 or EUID APIs, SDKs, or endpoints to generate and manage raw identifiers.	Supports both UID2 and EUID. The Trade Desk can act as your UID2 operator at no cost. You own storage, refresh, and opt-out handling.
Partner build	An approved partner performs identity mapping in your existing data environment.	Supports UID2 only. The partner might charge an incremental cost. Discuss pricing directly with the provider.

NOTE: The Trade Desk accepts data through one integration pipe only. If you currently send data through a data onboarder and want to go direct, contact your Data Partnership Manager. For a list of integrated external providers, see Audience provider UID partnerships and integrations.

Direct build

In a direct build, you send directly identifying information (DII) to a UID2 or EUID operator, store the raw identifiers that the operator returns, and deliver those identifiers to The Trade Desk with your segments.

Here's what you need to know about using a direct build:

Raw identifiers rotate over time, so you must refresh them. The Trade Desk recommends a daily refresh.
You must honor identifier opt-outs on an ongoing basis. Manage opt-outs through the operator's APIs.
The Trade Desk can serve as a UID2 or EUID operator for your resolution needs at no cost.

The following table outlines the direct build process, using UID2 as an example.

Step	Description
1	Send your hashed email addresses or normalized phone numbers from your CRM to a UID2 or EUID operator as DII.
2	Receive the raw identifier and its refresh timestamp from the operator.
3	Store the raw identifier and its refresh timestamp in your system (for example, a CDP). NOTE: Use the raw identifier as your canonical ID for matching, updating audiences, and confirming ongoing validity.
5	Send the raw identifiers to The Trade Desk with your audience data deliveries. The Trade Desk uses those raw identifiers to match against bidstream identifier tokens published by supply partners.

For implementation details, see the following documentation:

UID2 overview for data providers
EUID overview for data providers

Partner build

You can use an approved partner to generate UID2s inside your existing data environment instead of building the integration yourself. Partner builds support UID2 only. For EUID, use a direct build.

IMPORTANT: Partner builds might come at an incremental cost. Discuss pricing and scope with the provider before you begin.

The following table lists the available partner integrations.

Integration type	Documentation	Content description
Snowflake	Snowflake integration guide	Instructions for generating UID2s from email addresses or phone numbers within Snowflake.
Databricks Clean Rooms	Databricks Clean Rooms integration guide	Instructions for generating UID2s from email addresses or phone numbers in a Databricks Clean Rooms environment.
AWS Entity Resolution	AWS Entity Resolution integration guide	Instructions for integrating with the UID2 framework using AWS Entity Resolution.

NOTE: If you already store your data in Snowflake, you can also send segments to The Trade Desk through the Snowflake connector after you generate your UID2s.