Getting started with curated REDS feeds

Curated Raw Event Data Stream (REDS) feeds are privacy-focused data solutions that enable partners and vendors to act on behalf of The Trade Desk clients while minimizing the risk of data exposure. They share only the necessary log-level or aggregated data, enabling measurement, optimization, and analysis. This guide provides an overview of what Curated REDS are, how to get started, and what to expect during integration.

Here's what you need to know about curated REDS:

• We regularly upgrade our curated REDS. When a new schema version is released, you must migrate within the timeline communicated to you.
• If you work with EUIDs, The Trade Desk recommends following General Data Protection Regulation (GDPR) best practices. For details, see Curated REDS data practices.

What you need to know

Before setting up REDS, keep the following requirements and constraints in mind:

• All configurations are subject to business approval.
• Data privacy and retention regulations and policies may affect the data you are eligible to receive.
• The setup process requires close collaboration with your Technical Account Manager.

Setup requirements

During setup, provide the following information:

• The IDs of the partner, advertiser, or group of advertisers whose data should be included in the feeds.
• The types of feeds to enable for the selected partner and advertisers: Impressions, Clicks, Conversions, and Video Events.
• The data processing option for handling GDPR consent, if your customer data may fall under GDPR regulations.
• Your preference for including the GDPR Consent feed, which depends on the data processing option you select.

Data delivery

To help you plan your ingestion and parsing workflows, be aware of the following:

• The Trade Desk delivers field values as they appear in the platform and does not modify data to meet individual consumer parsing needs. You are responsible for parsing the data you receive.
• The only exception is characters that violate TSV format (tab, line feed, carriage return), which The Trade Desk handles automatically.
• To map entity IDs to their names after setup is complete, The Trade Desk provides an Entity-ID-to-Name Mapping feed through Amazon S3 or API.

For ingestion recommendations and other best practices, see Best Practices.

Workflow diagram

The following diagram illustrates the process outlined in the next section, which also includes links to the respective user guides that provide additional guidance on the decisions you might need to make along the way.

Process overview

NOTE: If you already have an approved curated REDS integration, ask an advertiser you are working with to contact their client services team to obtain a client access letter. This document will allow The Trade Desk to share their data with you. Once approved, you will receive new curated REDS integrations.

If you’re new to curated REDS, refer to the following table, which outlines the process step by step and provides links to detailed user guides. The diagram in the preceding section illustrates the decision-making workflow.

Supported identity types

You can create your preferred identity space (or "identifier type") for all future feeds using any combination of the following identifiers. By default, DAID and TDID are included when available.

• RawUID2
• UID2Token
• RawEUID
• RampID
• DAID
• TDID

TIP: To ensure the identifier a vendor originally used to target a user, such as a UID2, RampID, or DAID, is preserved in reporting, even if the impression was purchased using a different identifier, use Originating IDs.

EMEA requirements

For impressions originating in EMEA, raw EUID, RampID, DAID, and TDID are supported, but are subject to GDPR consent checks and direct paperwork with the advertiser. RawEUIDs may be used for measurement purposes only and not for segmentation. For details, see GDPR FAQs.

Requirements for integrating UID2 and EUID

To build your graph for integrated UID2s or EUIDs, you must create UID2 and EUID identifiers and match them with other identifiers. The following table provides additional information.

For further details on curated REDS, including best practices, see Curated REDS feeds.

Best practices

After you set up your REDS configuration, we recommend following these guidelines:

• Ingest data at least once per day to maintain data integrity and timeliness.
• Ingest only the fields and tables relevant to your use case.

  NOTE: As datasets grow, you're responsible for managing your data pipelines accordingly.

• To accommodate future schema changes as data evolves, design your system to be flexible.
• Design pipelines to be resilient. Pipelines should process non-corrupted files or rows while isolating or flagging corrupted ones.
• Parse data as delivered. The Trade Desk delivers field values as they appear in the platform and does not modify data for individual consumer parsing needs. The exception is characters that violate the TSV format (tab, line feed, carriage return), which The Trade Desk handles.

FAQs

The following is a list of commonly asked question about curated REDS.

How does curated REDS differ from regular REDS?

Unlike regular REDS, which provides comprehensive log-level data, curated REDS delivers only the data required for specific, approved use cases—ensuring that access is purpose-driven, privacy-conscious, and aligned with client intent.

Why does The Trade Desk limit data access for third-party vendors?

To protect user privacy and align with evolving industry standards, The Trade Desk limits the scope of data shared with third-party vendors. The curated REDS framework is designed to empower partners to act on behalf of The Trade Desk clients while minimizing the risk of unnecessary data exposure.

Can I request multiple feed types?

Yes. You can work with your Data Partnerships Manager to integrate multiple feed types.

Why doesn't Aggregated Curated Feeds have "REDS" in its name?

Aggregated Curated Feeds contains fields from both REDS and Hourly Performance Feeds, so it's not exclusive to REDS.