Getting started for MMM providers

Marketing Mix Modeling (MMM) enables advertisers on The Trade Desk platform to measure the effectiveness of their campaign spend across different channels and helps them make informed media planning and budget allocation decisions. To streamline this process, The Trade Desk provides an MMM feed with all the information you, as an MMM provider, need to measure the success of an advertiser's digital campaigns.

NOTE: If you are a new MMM provider interested in offering your services to advertisers on The Trade Desk platform, contact us to get started.

After you complete your onboarding, advertisers can select you as their MMM provider in The Trade Desk platform. When an advertiser selects your service, they authorize The Trade Desk to share their data with you and can set up the feed the same day.

Here are the benefits of including the data from our MMM feed into your model:

More granular reporting that enables you to break down programmatic performance by channel such as CTV, display, and audio.
Seamless access through an Amazon Simple Storage Service (S3) bucket for easy data retrieval.
Minimal effort required to include data into an MMM model.
A standardized data format that streamlines the ingestion setup.
A lookback period of up to three years for historical analysis.

Initial setup

The onboarding process involves close collaboration between you and The Trade Desk. The following table outlines the steps with steps 1 and 2 covered in more detail in their respective sections.

Step	Task	Notes
1	Provide the required contact information.	None.
2	Review the schema specifications and data metrics, and confirm that you agree to the schema.	None.
3	Retrieve your Amazon S3 credentials.	Your Technical Account Manager sets you up with the credentials you need to retrieve data from Amazon S3. See also MMM feed file locations in S3.
4	Log in and confirm that you can successfully retrieve files from Amazon S3.	None.
5	Get listed in the Measurement Marketplace.	Your Technical Account Manager sets you up in The Trade Desk Measurement Marketplace, where advertisers can select you as their MMM provider in the platform.

After you're listed in the Measurement Marketplace, advertisers can select you as their provider and configures the feed. You will then receive a feed notification email with the feed details. Use this email to retrieve the MMM feed log files from The Trade Desk Amazon S3 bucket and begin ingesting the data. For details, see MMM feeds.

NOTE: Some advertisers require additional authorization, which can take up to two weeks before you receive their data.

Contact information you must provide

To get started, you must provide the contact information listed in the following table to your Data Partnerships Manager at The Trade Desk.

Information to Provide	Description
Company name	The name of your company that will provide the MMM service.
Primary technical contacts	The name and email address of either a product manager or engineer who will build your ingestion process.
Contact alias	A contact alias that partners or advertisers can use to contact you, and that The Trade Desk may use for notifications such as new feed enablements and breaking changes.

MMM feed schema

As part of the initial setup, review the MMM feed schema specifications and data metrics, and confirm that you agree to the schema. Here's what you need to know about the data within the schema:

The Trade Desk regularly upgrades the MMM feed. When a new schema version is released, you must migrate within the timeline communicated to you.
Some of the data in the MMM feed identifies entities in The Trade Desk platform such as campaigns, ad groups, creatives, and so on. Be sure to familiarize yourself with the ownership relationships of these entities to better understand the data in the MMM feed.
The MMM feed can contain only one cost reporting type with raw media cost as the default option.

Schema specifications

The following table lists the specifications for the data in the MMM feed schema.

Specification	Option
Data lookback	The Trade Desk can deliver multiple years of client data with the MMM feed, with standard lookbacks of last quarter, year-to-date, last calendar year, last 2 calendar years, or last 3 calendar years, as well as custom date ranges and ongoing deliveries when advertisers configure their data deliveries to you.
File Retention	90 days after initial file delivery
Delivery cadence	Daily
Time zone	UTC

Schema data metrics

To view examples of MMM data metrics, download the MMM feed sample file. The following table lists only the grains and metrics of the advertiser's data that are specific to The Trade Desk platform in name and terminology.

Name	Data Type	Format	Definition
`Date`	Time & Date	DateTime	The time and date of delivery.
`PartnerId`	Identifier	String	The platform ID of the partner associated with the advertiser you are working with.
`PartnerName`	Identifier	String	The name of the partner associated with the advertiser you are working with.
`AdvertiserId`	Identifier	String	The platform ID of the advertiser you're working with.
`AdvertiserName`	Identifier	String	The name of the advertiser you're working with.
`CampaignId`	Identifier	String	The platform ID of the advertiser's campaign.
`CampaignName`	Identifier	String	The name of the campaign as it appears on the platform.
`DeviceType`	Device & Technology	String	The type of device such as mobile, tablet, or PC.
`InventoryContractType`	Inventory	String	The type of contract for the targeted inventory such as supply vendor, fixed price, publisher managed, or programmatic guaranteed contract.
`CreativeId`	Identifier	String	The platform ID of the creative.
`CreativeName`	Identifier	String	The name of the creative as it appears on the platform.
`CreativeDuration`	Creatives and Ad Formats	Integer	The duration of the advertiser's creative, in seconds.
`AudienceId`	Identifier	String	The ID of the advertiser's audience.
`AudienceName`	Identifier	String	The name of the advertiser's audience.
`Country`	Geography	String	The country used in geo-location data.
`Region`	Geography	String	The region used in geo-location data.
`Metro`	Geography	Integer	The numeric metro code associated with the impression.
`Channel`	Inventory	String	The channel the media was delivered in.
`AdFormat`	Identifier	String	The format of the advertiser's creative (for example, 300x250, 728x90, 120x600).
`AdGroupId`	Identifier	String	The platform ID of the ad group.
`AdGroupName`	Identifier	String	The name of the ad group (also known as a line item or package).
`SellerName`	Inventory	String	The name of the inventory seller.
`PublisherName`	Inventory	String	The name of the content owner.
`Impressions`	Media Delivery	Integer	The total number of impressions won. For digital out of home (DOOH), this is the number of auctions won, which reveals how many times the ad played back. It's also referred to as "spot play" or "served impression."
`AdvertiserCurrencyCode`	Cost Reporting	String	The currency code for the advertiser's cost values.
`AdvertiserCost`	Cost Reporting	Decimal	The advertiser's cost in the advertiser's currency.
`MediaCost`	Cost Reporting	Decimal	The raw media cost excluding data and fees, calculated in the advertiser's currency.
`SupplyVendor`	Inventory	String	The name of the advertiser's supply vendor.
`Site`	Inventory	String	The URL or app ID.
`Nielsen DMA`*	Geography	String	The Nielsen Company's designated market area (DMA) name associated with the impression.
`AudienceUnlimitedTier`	N/A	String	Audience Unlimited is a campaign-level data segment solution, designed to build audiences, improve relevance, and reduce data costs. Possible tiers include `Full`, `Lite`, and `None`.

* © 2026, The Nielsen Company (US), LLC. The DMA® data is used pursuant to a license from The Nielsen Company (US), LLC. Any use and/or reproduction of these materials without the express written consent of The Nielsen Company (US), LLC, is strictly prohibited. DMA® data is valid for the period 2025 - 2026. DMA® is a registered service mark of The Nielsen Company (US), LLC and is used pursuant to license.

NOTE: The TradingMode and ImpressionCost fields have been deprecated and are no longer used in the platform. They may still appear in the MMM feed, but you can ignore them for this reason.

Next steps

After you review the schema and metrics, confirm with your Technical Account Manager and proceed to step 4 of the initial setup. After you complete the initial setup, you can retrieve partner or advertiser data stored in The Trade Desk Amazon S3 buckets. For details, see MMM feeds.