2025 Provider release notes

Third-party data providers who opt into The Trade Desk marketplace can now receive a weekly downloadable report, granting them exclusive insights into their data segment performance in the marketplace. This report helps data providers analyze results and refine their strategies.

None. For details, see Data marketplace reports.

Advertisers and data providers can now use The Trade Desk connector native app to upload their third-party audience data to The Trade Desk. For details, see The Trade Desk connector native app: Third-party segments.

None required. If you're interested in using this solution, contact your Technical Account Manager for more information.

Advertisers who use Salesforce can now send their customer profile data directly to The Trade Desk platform. This enables you to access your data in Salesforce and use it for targeting in your campaigns.

To enable this feature, contact your Technical Account Manager and provide the required information. For details, see Get started with Salesforce CDP integration.

With the GraphQL API, you can now manage advertisers' product access using dynamic rules, which automatically update access as products are added, updated, or removed. Dynamic rules eliminate the need to specify individual SKUs and support access by all products, specific brands, or categories and their subcategories. For details, see Product access by advertiser: Using dynamic rules.

None. If you are new to GraphQL, check out our GraphQL API Resource Hub and familiarize yourself with the basics.

Advertisers can now use The Trade Desk connector native app to upload their first-party audience data to The Trade Desk. For details, see The Trade Desk connector native app: First-party segments.

None required. If you're interested in using this solution, contact your Technical Account Manager for more information.

We've published a new guide for customer data platforms, detailing how to onboard first-party, measurement, and commerce data using various API options. This guide features streamlined workflows, best practices, links to key resources, and FAQs to help you integrate and manage customer data effectively and securely. For details, see Getting started for Customer Data Platforms.

None required. If you're interested in using this solution, contact your Technical Account Manager for more information.

Shopify has deprecated the checkout.liquid file in favor of the Shopify Checkout Extensibility feature (Shopify Web Pixel extension).
For details, see deprecation of the checkout.liquid file in the Shopify documentation.

If you have an existing implementation of The Trade Desk pixel on your Thank You and Order Status pages, using the checkout.liquid file, migrate to using the Shopify Checkout Extensibility feature (Shopify Web Pixel extension) so that you can continue to collect conversion data. For details, see Tracking events in Shopify.
If you have questions or need additional support, contact your Technical Account Manager.
NOTE: Shopify still supports use of the theme.liquid. If you already have a universal pixel implementation in place to track activity on site pages other than the Checkout or Confirmation pages, you don’t need to update it.

We’ve enhanced the universal pixel by adding support for real-time conversion events. It now offers seamless UID2 support, URL and event mapping, dynamic parameters, and server-side integration. For details, see Universal pixel.

If you’re already using the universal pixel and none of the following conditions apply, no action is required:

• If you want the universal pixel to load asynchronously, update your tag to the new script.
• If you want to use event mappings, update your tag to the new script.
• If errors appear, add the following endpoint to your Content Security Policy allowlist: connect-src: https://insight.adsrvr.org
  NOTE: Even if errors appear, your data will still be tracked.

For improved readability, we've renamed certain optional dynamic parameters for the enhanced universal pixel.

Use the new dynamic parameters only for the enhanced version of the universal pixel, which uses the up_loader.3.0.0.js file. For previous versions of the universal pixel, which use the up_loader.1.1.0.js file, use the original parameter names. For details, see the table that follows.

We've updated the Segments Dashboard to show whether your third-party data segments are taxonomy compliant. It displays the status for each segment, as well as a summary of approved, denied, and pending segments from the previous 72 hours.

None.

Merchants and data partners can now use the new POST /data/deletion-optout/merchant endpoint to delete IDs shared with The Trade Desk via a product catalog for a specified merchant ID.

None.

Geo data providers can now onboard postal and ZIP code data to the platform. This new geolocation option enables advertisers to target users based on specific real-world locations or regions worldwide. For details, see Getting started for geo data providers.

None.

As part of our plan to enable seamless real-time web tracking and UID2 creation, we've upgraded the Universal pixel to automatically send URL conversion data to the POST /track/realtimeconversion endpoint. Here's what you need to know:

• At this time, you cannot use the universal pixel for events mapping; you still need to use the Real-time conversion events API for that.
• If a consent security policy (CSP) violation error occurs, The Trade Desk will still collect conversions by reverting the universal pixel to its original version and using the Real-Time Conversions Events API.

If you use the universal pixel and a CSP, be sure to add the new real-time conversions endpoint call to your allowlist: connect-src: insight.adsrvr.org.
For details, see If I use a CSP, do I need to add anything to an allowlist? in the FAQs for Universal Pixel.

As a lift study provider, you can now use GraphQL to provide your services directly within The Trade Desk platform. During this process, you will retrieve conversion lift studies, collect exposure data while conducting the study, upload the results file to the platform, and set the appropriate metadata to surface results directly to advertisers. For details, see Conversion lift studies.

None.

Advertisers and data providers who use Snowflake can now upload conversion data to The Trade Desk using a Snowflake Native App. [The Trade Desk connector native app: Conversions](/doc/DataSnowflakeNativeAppConversions) integration guide provides instructions for using the native app to send offline conversion data to The Trade Desk, for attribution analysis or to generate new audiences for targeting.

None required. If you're interested in using this solution, contact your Technical Account Manager for more information.

The Trade Desk might reject data segments if the DisplayName and Description properties contain terms from sensitive categories and set the taxonomy approval status to Denied. Segments with the Denied status do not appear in the The Trade Desk data marketplace (DMP).

If the data element contains sensitive terms but otherwise its data complies with your contract, re-word the segment display name and description to exclude sensitive terms. If you are an onboarder, coordinate with your brands. For details, see Check data change status.

This API enables advertisers to control how the Universal pixel collects email addresses, which are needed for generating UID2 tokens:

• Email macro: Obtains raw or hashed email addresses from the client to send to the UID2 service.
• Detect email: Detects email collection identifiers on the webpage like CSS selectors and triggers to send email addresses to the UID2 service.

Check out the Configure UID2 API documentation for instructions on configuring your universal pixel.