The Trade Desk connector for Snowflake: First-party segments

Advertisers and data providers can use The Trade Desk connector native app to upload first-party audience data to The Trade Desk using Snowflake. The Trade Desk connector native app helps streamline data integration with The Trade Desk and includes support for UID2 mapping from email addresses and phone numbers. It provides a flexible, guided, and secure setup experience that works across all Snowflake-supported environments and a variety of advertising use cases.

Audience segment upload processing is designed for volume and performance at scale. It works by processing records that you populate into the input table. To transfer data to The Trade Desk DSP for your use, the native app performs the following actions:

Reads the payload from the input table.
Performs simple validation.
Performs ID translation as needed.
Performs splitting and batching, and handles retries if needed.

To see how to send your first-party audience data from Snowflake to The Trade Desk, watch the first-party data demo video.

What you need to know

Here's what you need to know about preparing your audience segment data for processing:

You must use SQL to prepare data and copy it into the input table.
The uploaded data must be in a format consumable by the applicable endpoint. For details, see Upload format for endpoint.
The native app supports multiple user ID types as well as raw email addresses and phone numbers for UID2 processing. For details, see Supported ID types.
The TTL_In_Minutes field establishes the Time To Live (TTL) for each user ID to remain targetable. The maximum TTL is 180 days (259200 minutes), and the default TTL is 90 days (129600 minutes). To remove an inactive user, you can set this property to 0 for that user or delete the row for the user.

Here's what you need to know about processing the segments:

The native app includes a Snowflake triggered task. If the user starts the triggered task, it checks regularly for new records in the input table and runs whenever it detects new data.
The native app uses a Snowflake stream to track changes on the table and determine which records to process with each execution. Existing, unchanged records are not reprocessed.
Do not delete rows unless you are certain you want to delete those IDs from the segment.
The native app includes a user interface, but all functions can be automated with SQL commands via tables, views, and stored procedures. For details, see Stored procedures.
There is no limit on how many IDs you can process. The native app takes care of splitting and batching for you, using the value provided in the BATCH_SIZE parameter. For details, see Stored procedures.

Snowflake marketplace listing

The following listing from The Trade Desk for processing audience data in Snowflake is available in the Snowflake marketplace:

TTD Connector: Audience & Conversion Data

Complete setup steps

Before processing the data, you must complete all the steps covered in The Trade Desk connector for Snowflake: Get started, including the following setup tasks:

Grant permissions.
Complete pairing steps.
Specify the main partner you want to work with.
For the specified partner, select one or more advertisers you want to work with.

For details, see Configure the native app.

Upload format for endpoint

The data you upload to The Trade Desk connector native app must be in a format consumable by an endpoint from The Trade Desk. Make sure your data is in the correct format for the applicable endpoint shown in the following table.

For specific data requirements, see SQL objects.

Role	Endpoint
Advertiser	`POST /data/advertiser`
Data Provider	POST /data/advertiser (External Provider)

Process data

Processing of new or changed audience segments starts in one of these ways:

When you call the stored procedure APP.SP_START_SEGMENT_TASK(), which detects changes in the data table and starts the Snowflake triggered task.
When you initiate processing via the Snowflake Native App UI or by running the APP.SP_PROCESS_SEGMENTS(BATCH_SIZE INT, STOP_AFTER_SECONDS INT) stored procedure.

TIP: When you're processing data for the first time, we recommend using a small amount of data, such as 100 IDs. On a smaller dataset it's easier to make sure that processing goes smoothly, and to troubleshoot if needed. When you've confirmed that everything is working smoothly for this small amount, you can process large volumes of data.

To process segments in the Snowflake Native App UI, follow these steps:

Copy data from your own database into the input table, transforming the data as needed to meet the formatting requirements. For details, see SQL objects.
On the Segments page, click Refresh to check that the data has been added in the Unprocessed Counts field and that the counts are accurate.
Click Process Immediately. This triggers execution.
Check that your new counts are displayed in the Successful field.

Verify data processing

There are several ways you can verify that your data was processed correctly:

In the native app, refresh the Segments page and check for success and errors.
In Snowflake, check the APP.VW_AUDIENCE_SEGMENT_RESULT view. If there are errors, see Error messages. For details about the views, see Tables and views.
After an hour or two, the segment becomes visible in The Trade Desk platform. In the platform UI, go to the Advertiser Data (One) tile and select the My Imported Data tab.
Confirm with your Technical Account Manager, who verifies that the data was successfully ingested and validates the data within The Trade Desk platform.

Reference information

The following sections provide reference information for using this connector, such as supported ID types, tables and views, stored procedures, and example commands.

Segments page

The Segments page shows dimensions of your segments information, along with some simple controls to manage execution. The table schema was created during configuration (see Configure the native app), and includes fields for the data elements (see SQL objects).

The following summary information is at the top of the page:

Segments First Party Data (1PD) Summary: This table summarizes count and percentage for the following statuses: Unprocessed, Successful, Failed. It also shows totals.
Most Recent Failed IDs (by ERROR_CODE): Includes error codes and a count for each.

IMPORTANT: For information about the expected format of the data, see Upload format for endpoint. The field names might not be identical.

The following table lists the buttons on the Segments page and what they do.

Button	Function
Process immediately	Checks the input table for items that haven't been processed yet, and immediately submits them to the authorized URL for processing, per the External Integration Binding permission (see Native app permissions).
Start task	Starts a task that checks the input table for changes and submits new changes regularly to the authorized URL for processing, per the External Integration Binding permission (see Native app permissions).
Stop task (Only present when a task is running)	Stops the current process from running. You could use this, for example, if you're getting errors and you want to stop and try to fix the problem.
Refresh	Refreshes the page in The Trade Desk connector native app. This button refreshes only the UI; it does not affect the processing of data. It refreshes values displayed, such as the number of segment IDs processed.

Supported ID types

The Trade Desk connector native app supports a subset of the ID types supported by The Trade Desk external provider first-party data endpoint (see Upload format for endpoint), as well as additional ID types to support the processing of UID2s. The following table lists all supported ID types.

IMPORTANT: Only the ID types listed in this table are supported. The following ID types require UID2 signed paperwork and the associated additional permissions: UID2, UID2Token, email, phone, email_hash, and phone_hash.

ID Type	Data Type	Description
`TDID`	GUID	The Trade Desk 36-character GUID (including dashes) for this user.
`DAID`	GUID	The raw device ID for this user, sent in 36-character GUID format (including dashes). Use the iOS ID for advertisers (IDFA) or Android advertising ID (AAID).
`UID2`	String	The raw UID2 value, also known as UID2. This value is case-sensitive. Raw UID2s are generated and managed using UID2 APIs. See also Unified IDs.
`UID2Token`	String	The encrypted UID2 token, also known as an advertising token. This token is case-sensitive. Tokens are generated and managed using UID2 APIs. For details about UID2 APIs, see UID2 Endpoints: Summary. For details about UID2 tokens, see Raw IDs vs. tokens.
`RampID`	String	The 49-character or 70-character RampID (previously known as IdentityLink). IMPORTANT: This must be a RampID from LiveRamp that is mapped specifically for The Trade Desk. For details about mapping a RampID, see LiveRamp documentation.
`ID5`	String	The ID5 for the user. Data providers holding these IDs should engage with ID5 directly to obtain the necessary decryption keys. For details about ID5, see the ID5 site. IMPORTANT: The ID5 ID is supported only in Europe and must be in decrypted form.
`netID`	String	The user's netID as a 70-character Base64-encoded string. For details about netID, see the netID Developer Zone. IMPORTANT: This ID is supported only in Europe.
`FirstId`	String	The user's First-id, a first-party cookie typically set by publishers in France. For details about First-id, see the First-id site. IMPORTANT: This ID is supported only in Europe.
`email`	String	A raw email address for conversion to a UID2. The native app normalizes and hashes the email address before sending the data to The Trade Desk. It never sends raw email addresses outside your Snowflake account.
`phone`	String	A raw phone number for conversion to a UID2. The native app normalizes and hashes the phone number before sending the data to The Trade Desk. It never sends raw phone numbers outside your Snowflake account.
`email_hash`	String	A hashed email address for conversion to a UID2. For requirements, see Email address hashing and encoding.
`phone_hash`	String	A hashed phone number for conversion to a UID2. For requirements, see Phone number hashing and encoding.

SQL objects

The Trade Desk connector native app creates a data table, INPUT.AUDIENCE_SEGMENT, for the segments data.

IMPORTANT: It's important to understand how the base bid CPM and bid factor work together, and how they can affect campaign budgets. If you intend to use base bid CPM or bid factoring, and haven't used them before, ask your Technical Account Manager for guidance.

The following table lists the column names, in sequence.

NOTE: The uploaded data must be in a format consumable by the applicable data endpoint from The Trade Desk: see Upload format for endpoint. Fields that occur in the API are defined in detail in the linked endpoint documentation.

Column Name	SQL Data Type	Notes
`RECORD_ID`	INT	A unique ID assigned to the record. Each time a new row is added, the value increases.
`ID_TYPE`	VARCHAR	Supports any one of the user ID types listed in Supported ID types.
`ID_VALUE`	VARCHAR	Supports the value for any one of the user ID types listed in Supported ID types: for example, `ID_TYPE` of `email` and `ID_VALUE` of `user123@example.com`. For an example with multiple IDs, see Insert multiple user IDs for an audience segment.
`SEGMENT_NAME`	VARCHAR	See Data object in the `POST /data/advertiser` (External Provider) endpoint documentation.
`TTL_IN_MINUTES`	INT	See Data object in the `POST /data/advertiser` (External Provider) endpoint documentation.
`TIMESTAMP_UTC`	TIMESTAMP_NTZ	See Data object in the `POST /data/advertiser` (External Provider) endpoint documentation. For usage, see FAQs.
`BASE_BID_CPM`	FLOAT	See Data object in the `POST /data/advertiser` (External Provider) endpoint documentation.
`BID_FACTOR`	FLOAT	See Data object in the `POST /data/advertiser` (External Provider) endpoint documentation.
`ADVERTISER_ID`	VARCHAR	Your ID, assigned to you by The Trade Desk.
`LAST_UPDATED_ON_UTC`	TIMESTAMP_NTZ	An optional value that triggers re-processing of the record. For usage, see FAQs.

Tables and views

For first-party user optouts, The Trade Desk connector native app exposes the database objects shown in the following table.

Table/View	Name	Notes
Table	`INPUT.AUDIENCE_SEGMENT`	Populate this table with segments that you want to upload for processing.
View	`APP.VW_AUDIENCE_SEGMENT_RESULT`	Shows one entry, the latest, when entries on the `INPUT.AUDIENCE_SEGMENT` table are processed.
View	`APP.VW_AUDIENCE_SEGMENT_RESULT_LOG`	If an existing row on the `INPUT.AUDIENCE_SEGMENT` table is updated, each version is a separate row in the `APP.VW_AUDIENCE_SEGMENT_RESULT_LOG` view. This shows history. For example, if an input row is changed once, it appears once in the `APP.VW_AUDIENCE_SEGMENT_RESULT` view and twice in the `APP.VW_AUDIENCE_SEGMENT_RESULT_LOG` view.

When processing segments, the native app performs these steps:

Checks authorization and validation.
Uploads the records from the INPUT.AUDIENCE_SEGMENT table to The Trade Desk.
Adds a result that appears in the APP.VW_AUDIENCE_SEGMENT_RESULT view with the same RECORD_ID value as in the INPUT.AUDIENCE_SEGMENT record.

Sample input view

The following table shows a sample of first-party audience data in the INPUT.AUDIENCE_SEGMENT table.

NOTE: The table includes the following columns: RECORD_ID, ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID, LAST_UPDATED_ON_UTC. Because of the width, depending on your screen resolution, the table might wrap.

+-----------+------------+----------------------------------------------+------------------------+----------------+---------------+--------------+------------+---------------+-------------------------+
| RECORD_ID | ID_TYPE    | ID_VALUE                                     | SEGMENT_NAME           | TTL_IN_MINUTES |TIMESTAMP_UTC  | BASE_BID_CPM | BID_FACTOR | ADVERTISER_ID | LAST_UPDATED_ON_UTC     |
+-----------+------------+----------------------------------------------+------------------------+----------------+---------------+--------------+------------+---------------+-------------------------+
| 202       | TDID       | 47d4fc00-9eab-4880-93b2-8bf473ecf729         | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 203       | UID2       | tMmiiTI7IaAcPpQPFQ65uMVCWH8av9jw4cwf/F5HVRQ= | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 204       | DAID       | 47d4fc00-9eab-4880-93b2-8bf473ecf729         | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 205       | RampID     | 47d4fc00-9eab-4880-93b2-8bf473ecf729         | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 206       | ID5        | 47d4fc00-9eab-4880-93b2-8bf473ecf729         | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 207       | netID      | 47d4fc00-9eab-4880-93b2-8bf473ecf729         | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 208       | FirstId    | 47d4fc00-9eab-4880-93b2-8bf473ecf729         | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 209       | email      | user4554@example.com                         | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 210       | email_hash | tMmiiTI7IaAcPpQPFQ65uMVCWH8av9jw4cwf/F5HVRQ= | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 211       | phone      | 1234567890                                   | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 212       | phone_hash | EObwtHBUqDNZR33LNSMdtt5cafsYFuGmuY4ZLenlue4= | native_app_seg_11.3.25 | 91234          |               |              |            | 00aa92d       | 2025-11-03 19:38:40.299 |
| 213       | TDID       | 1364cfc8-8850-4fe4-93f2-8728ed4d0b2d         | native_app_seg_11.9.25 | 43200          |               | 1            | 1          | 00aa92d       | 2025-11-03 19:38:40.299 |
| 214       | TDID       | 1889c638-af7c-4d35-82b6-8746f9a4bb15         | native_app_seg_11.9.25 | 43200          |               | 1            | 1          | 00aa92d       | 2025-11-03 19:38:40.299 |
+-----------+------------+----------------------------------------------+------------------------+----------------+---------------+--------------+------------+---------------+-------------------------+

Results view

The following table shows sample results in the APP.VW_AUDIENCE_SEGMENT_RESULT view.

NOTE: The table includes the following columns: LOG_ID, RECORD_ID, ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID, LAST_UPDATED_ON_UTC, PROCESSED_ON_UTC, IS_DELETE, IS_SUCCESS, ERROR_CODE, ERROR_MESSAGE, IS_DUPLICATE. Because of the width, depending on your screen resolution, the table might wrap.

+--------+-----------+------------------------------------------------+---------------------+----------------+---------------+--------------+------------+---------------+-------------------------+-------------------------+-----------+------------+------------+---------------+--------------+
| LOG_ID | RECORD_ID | ID_TYPE | ID_VALUE                             | SEGMENT_NAME        | TTL_IN_MINUTES | TIMESTAMP_UTC | BASE_BID_CPM | BID_FACTOR | ADVERTISER_ID | LAST_UPDATED_ON_UTC     | PROCESSED_ON_UTC        | IS_DELETE | IS_SUCCESS | ERROR_CODE | ERROR_MESSAGE | IS_DUPLICATE |
+--------+-----------+------------------------------------------------+---------------------+----------------+---------------+--------------+------------+---------------+-------------------------+-------------------------+-----------+------------+------------+---------------+--------------+
| 201    | 202       | TDID    | 47d4fc00-9eab-4880-93b2-8bf473ecf729 | native_app_seg      | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
| 202    | 203       | DAID    | 47d4fc00-9eab-4880-93b2-8bf473ecf729 | native_app_seg      | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
| 203    | 204       | RampID  | 47d4fc00-9eab-4880-93b2-8bf473ecf729 | native_app_seg      | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
| 204    | 205       | ID5     | 47d4fc00-9eab-4880-93b2-8bf473ecf729 | native_app_seg      | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
| 205    | 206       | netID   | 47d4fc00-9eab-4880-93b2-8bf473ecf729 | native_app_seg      | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
| 206    | 207       | FirstId | 47d4fc00-9eab-4880-93b2-8bf473ecf729 | native_app_seg      | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
| 207    | 201       | TDID    | 47d4fc00-9eab-4880-93b2-8bf473ecf729 | native_app_seg      | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
| 101    | 101       | TDID    | 1364cfc8-8850-4fe4-93f2-8728ed4d0b2d | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
| 102    | 102       | TDID    | 1889c638-af7c-4d35-82b6-8746f9a4bb15 | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
| 103    | 103       | TDID    | fd25b103-fd1f-48ce-9aef-512d6636982a | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               | FALSE        |
+--------+-----------+------------------------------------------------+---------------------+----------------+---------------+--------------+------------+---------------+-------------------------+-------------------------+-----------+------------+------------+---------------+--------------+

The following table shows sample results in the APP.VW_AUDIENCE_SEGMENT_RESULT_LOG view.

NOTE: The table includes the following columns: LOG_ID, RECORD_ID, ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID, LAST_UPDATED_ON_UTC, PROCESSED_ON_UTC, IS_DELETE, IS_SUCCESS, ERROR_CODE, ERROR_MESSAGE. Because of the width, depending on your screen resolution, the table might wrap.

+--------+-----------+---------+--------------------------------------+---------------------+----------------+---------------+--------------+------------+---------------+-------------------------+-------------------------+-----------+------------+------------+---------------+
| LOG_ID | RECORD_ID | ID_TYPE | ID_VALUE                             | SEGMENT_NAME        | TTL_IN_MINUTES | TIMESTAMP_UTC | BASE_BID_CPM | BID_FACTOR | ADVERTISER_ID | LAST_UPDATED_ON_UTC     | PROCESSED_ON_UTC        | IS_DELETE | IS_SUCCESS | ERROR_CODE | ERROR_MESSAGE |
+--------+-----------+---------+--------------------------------------+---------------------+----------------+---------------+--------------+------------+---------------+-------------------------+-------------------------+-----------+------------+------------+---------------+
| 15     | 15        | TDID    | 59ee8049-988a-5df1-8575-0e1ee88eff1f | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
| 63     | 63        | TDID    | 8e3d1da7-0275-495d-b48e-6a283fb2a2ec | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
| 4      | 4         | TDID    | 1e2ebb25-f8b7-4e28-85f1-f6a9597e3ad5 | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
| 40     | 40        | TDID    | 2126d866-641d-4ba7-9e5c-8cf35ecf8b01 | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
| 108    | 108       | TDID    | f3a1175c-c225-41cb-8c09-bda280c2ff25 | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
| 115    | 115       | TDID    | 59ee8049-988a-5df1-8575-0e1ee88eff1f | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
| 174    | 174       | TDID    | 1ba6d0b6-4a59-44b9-af44-812729a3fc4f | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
| 75     | 75        | TDID    | 39f09669-d3c3-4ec8-88c7-5c6cbc7502d1 | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
| 172    | 172       | TDID    | c3ec5f4f-47b1-40b1-9752-c069e4f50325 | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
| 7      | 7         | TDID    | 3fb35bcb-c7c7-4c71-84d5-c8e0d44928c0 | native_app_seg_2025 | 91234          |               |              |            | l4xa9dz       | 2025-11-03 19:38:40.299 | 2025-11-04 20:38:40.299 | FALSE     | TRUE       |            |               |
+--------+-----------+---------+--------------------------------------+---------------------+----------------+---------------+--------------+------------+---------------+-------------------------+-------------------------+-----------+------------+------------+---------------+

Stored procedures

For processing first-party audience segments, the native app provides several stored procedures. Follow these key guidelines:

Do not process segments manually and run the segments task at the same time.
You can trigger these operations either through the UI or by calling the applicable stored procedure.
Run only one of the following operations at a time. Do not call the same stored procedure multiple times concurrently—for example, from multiple worksheets or parallel extract, transform, load (ETL) jobs. The following stored procedures must be run to completion before starting another:
- APP.SP_START_SEGMENT_TASK()
- APP.SP_PROCESS_SEGMENTS(BATCH_SIZE INT, STOP_AFTER_SECONDS INT)
  
  For an example showing the SQL command syntax for processing segments manually, see Process unprocessed first-party audience segment records.

IMPORTANT: Violating these guidelines could lead to conflicts or inconsistent data.

The following table summarizes each procedure, its UI equivalent, and what it does.

Procedure	UI Equivalent	Description
`APP.SP_PROCESS_SEGMENTS(BATCH_SIZE INT, STOP_AFTER_SECONDS INT)`	Select Process Immediately.	Processes `BATCH_SIZE` records in the `INPUT.AUDIENCE_SEGMENT` table immediately. After processing a batch, the procedure checks whether the `STOP_AFTER_SECONDS` value has elapsed, and does one of the following: If the value has elapsed, the procedure completes. If the value has not elapsed, the procedure loops and processes another batch. If any rows remain unprocessed when the procedure is complete, call `APP.SP_PROCESS_SEGMENTS(BATCH_SIZE INT, STOP_AFTER_SECONDS INT)` again until all rows are processed. For details, see Process unprocessed first-party audience segment records.
`APP.SP_PRUNE_AUDIENCE_SEGMENT_RESULT_LOG(PRUNE_ERROR_LOGS BOOLEAN DEFAULT FALSE)`	None	Deletes historical result logs from the `APP.VW_AUDIENCE_SEGMENT_RESULT_LOG` view. If the `PRUNE_ERROR_LOGS` property is `FALSE`, historical error results remain. If the `PRUNE_ERROR_LOGS` property is set to `TRUE`, the results are the following: Historical error results are deleted. The data in the `APP.VW_AUDIENCE_SEGMENT_RESULT_LOG` view is updated, and at that point it's the same data as in the `APP.VW_AUDIENCE_SEGMENT_RESULT` view. The results remaining in the `APP.VW_AUDIENCE_SEGMENT_RESULT_LOG` view are all current values, corresponding to the rows in `INPUT.AUDIENCE_SEGMENT`.
`APP.SP_START_SEGMENT_TASK();`	Select Start Task.	Starts a task that runs the `APP.SP_PROCESS_SEGMENTS(BATCH_SIZE INT, STOP_AFTER_SECONDS INT)` stored procedure whenever there are changes to the input table. The task is executed by the warehouse specified in the Permissions step of the app configuration.
`APP.SP_STOP_SEGMENT_TASK();`	Select Stop Task.	Stops the task that runs the `APP.SP_PROCESS_SEGMENTS(BATCH_SIZE INT, STOP_AFTER_SECONDS INT)` stored procedure whenever there are changes to the input table, if the task is running.
`APP.SP_GET_SEGMENT_TASK_STATE();`	View Task State.	Returns a value indicating whether the segment task is running.
`APP.SP_FORCE_RESET_SEGMENT_PIPELINE()`	None	Forces a reset, clearing the ingestion pipeline state. For details, see Using the force reset procedure. IMPORTANT: Use only as a last resort.

Using the force reset procedure

The APP.SP_FORCE_RESET_SEGMENT_PIPELINE() stored procedure is a last-resort fix that clears out the ingestion pipeline state.

IMPORTANT: Use this only in scenarios where the pipeline is stuck and cannot make progress.

Here are some sample scenarios:

Invalid or malformed data was inserted into the input table, causing the ingestion pipeline to fail repeatedly or throw exceptions.
No new records are being ingested, and no new entries are appearing in the results table, even though data is incoming.

If you absolutely have to use this stored procedure, follow these steps.

IMPORTANT: Any rows that were present before executing this stored procedure, in the input table or the pipeline, will not be picked up for processing afterwards. After running the stored procedure, only newly inserted rows are picked up for processing.

If there's any data in the input table that hasn't yet been processed, or is invalid or problematic, remove it.
Run the APP.SP_FORCE_RESET_SEGMENT_PIPELINE() stored procedure.
Insert new data into the INPUT.AUDIENCE_SEGMENT table for processing, or update the LAST_UPDATED_ON_UTC column for existing data, after verifying that the data is not invalid or malformed.

Error messages

If you're processing first-party audience segments, you might see one or more of the error messages shown in the following table.

Error Code	Error Message
`EmailOrPhoneNotAllowed`	The selected partner is not allowed to push email and phone data
`UID2NotAllowed`	The selected partner is not allowed to push UID2 data
`EUIDNotAllowed`	The selected partner is not allowed to push EUID data
`Uid2Error`	Invalid identifier
`Unknown`	Data name should not be empty
`AdvertiserNotAllowed`	You do not have permission to advertiser: `ADVERTISER_ID`
`MissingUserId`	One of the following: Missing TDID DAID UID2 IDL CoreID ID5 NetID and FirstID Invalid TDID Invalid DAID Invalid RampID Invalid NetID Invalid FirstID Invalid ID5 Invalid UID2 Failed to decrypt UID2 Token.
`InvalidUserId`	One of the following: Invalid email address: bad email Action: Resolve the issue with the email and try again. For normalization details, see Email address normalization. Phone number is not normalized: bad phone Action: Resolve the issue with the phone number and try again. For normalization details, see Phone number normalization.
`HttpError`	HTTP error message

Example SQL commands

The following sample SQL commands show how to complete specific activities relating to audience segments, using this native app.

IMPORTANT: As an initial test, use only one row of data. This can help verify that the end-to-end flow is functioning correctly, or reveal areas that need adjustment, before processing large volumes of data.

Insert records for an audience segment

The following sample shows the SQL command syntax for inserting records for an audience segment.

insert into INPUT.AUDIENCE_SEGMENT (ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID) values 
    ('TDID', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER');

Replace the placeholders, SEGMENT_NAME_PLACEHOLDER and ADVERTISER_ID_PLACEHOLDER, with your own values. For example:

insert into INPUT.AUDIENCE_SEGMENT (ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID) values 
    ('TDID', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'native_app_seg_11.3.25', 91234, sysdate(), null, null, 'l8xa9dq');

Insert multiple user IDs for an audience segment

The following sample shows the SQL command syntax for including multiple user IDs in an audience segment.

insert into INPUT.AUDIENCE_SEGMENT (ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID) values 
    ('TDID', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER')
    ,('UID2', 'tMmiiTI7IaAcPpQPFQ65uMVCWH8av9jw4cwf/F5HVRQ=', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER')
    ,('DAID', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER')
    ,('RampID', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER')
    ,('ID5', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER')
    ,('FirstId', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER')
    ,('email', 'user4554@example.com', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER')
    ,('email_hash', 'tMmiiTI7IaAcPpQPFQ65uMVCWH8av9jw4cwf/F5HVRQ=', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER')
    ,('phone', '+1234567890', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER')
    ,('phone_hash', 'EObwtHBUqDNZR33LNSMdtt5cafsYFuGmuY4ZLenlue4=', 'SEGMENT_NAME_PLACEHOLDER', 91234, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER');

Replace the placeholders with your own values as shown in the previous example.

Process unprocessed first-party audience segment records

The following sample shows the SQL command syntax for processing unprocessed audience segment records. This example processes 1000 rows at a time in a loop, and stops looping if 180 seconds or more have elapsed.

call APP.SP_PROCESS_SEGMENTS(1000, 180);

Update segment records to extend TTL

The following sample shows the SQL command syntax for updating segment records to extend the TTL_IN_MINUTES value.

insert into INPUT.AUDIENCE_SEGMENT (ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID) values 
    ('TDID', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'SEGMENT_NAME_PLACEHOLDER', 259200, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER');

Replace the placeholders, SEGMENT_NAME_PLACEHOLDER and ADVERTISER_ID_PLACEHOLDER, with your own values. For example:

insert into INPUT.AUDIENCE_SEGMENT (ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID) values 
    ('TDID', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'native_app_seg_11.3.25', 259200, sysdate(), null, null, 'l8xa9dq');

Remove records from a segment

The following sample shows the SQL command syntax for removing records from a segment by setting the TTL_IN_MINUTES value to 0.

insert into INPUT.AUDIENCE_SEGMENT (ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID) values 
    ('TDID', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'SEGMENT_NAME_PLACEHOLDER', 0, sysdate(), null, null, 'ADVERTISER_ID_PLACEHOLDER');

Replace the placeholders, SEGMENT_NAME_PLACEHOLDER and ADVERTISER_ID_PLACEHOLDER, with your own values. For example:

insert into INPUT.AUDIENCE_SEGMENT (ID_TYPE, ID_VALUE, SEGMENT_NAME, TTL_IN_MINUTES, TIMESTAMP_UTC, BASE_BID_CPM, BID_FACTOR, ADVERTISER_ID) values 
    ('TDID', '47d4fc00-9eab-4880-93b2-8bf473ecf729', 'native_app_seg_11.3.25', 0, sysdate(), null, null, 'l8xa9dq');

FAQs

The following is a list of commonly asked questions about the Snowflake Native App and processing first-party segments.

What's the difference between LAST_UPDATED_ON_UTC and TIMESTAMP_UTC?

These two fields serve different purposes in managing how data is processed and retained in your integration with The Trade Desk:

TIMESTAMP_UTC reflects when the event actually occurred.
LAST_UPDATED_ON_UTC triggers re-processing of the record. This can be useful in some circumstances—for example, in the following scenarios:
- If you change any other field in the record, we recommend updating LAST_UPDATED_ON_UTC, to help with troubleshooting.
- If you want to force sending the record again, update LAST_UPDATED_ON_UTC. One reason to do this is if a failure in processing has occurred, the underlying issue has been fixed, and you want to retry processing of the record.

Why can't I see all available procedures?

If you find that you cannot complete a key basic procedure, it's likely that you haven't been assigned the application role necessary to complete the task or procedure.

For example, if you don't have the APP_ADMIN application role, you might see the following error on trying to run the SP_START_SEGMENT_TASK task:

SQL compilation error: Unknown user-defined function APP.SP_START_SEGMENT_TASK.

If this happens, ask someone with the app owner's role (the role that installs the app) to assign the necessary application role to you.

For details, see Application roles.

Next steps

If you uploaded event data only for measurement, your integration is complete.

If you uploaded event data as part of a product catalog integration, the next step is to activate the data through your product catalog. To share access, continue to Step 4. Manage product catalog access. After an advertiser has access to the catalog, they can create product lists to build audiences and measure sales performance.