Seller release notes

These release notes list all new features and updates that have been made to The Trade Desk APIs for sellers. See also Upcoming API changes for sellers.

NOTE: For news about the Price Discovery and Provisioning API, see PDP API release notes.

The EPA API Sunsets for the PDP API

September 30, 2026
What you need to know and do
Change Summary

On September 30, 2026, the EPA API fully sunsets and endpoints are no longer reachable. In its place, the Price Discovery and Provisioning (PDP) API is generally available for SSPs and publishers. Using the PDP API, you can create and manage commitment deals, Programmatic Guarenteed (PG) deals, and standard endeavor deals.

Action Required

Migrate all existing deals to the Price Discovery and Provisioning (PDP) API. For details, see EPA to PDP Migration.

Video placement now required in bid request

September 1, 2026
What you need to know and do
Change summary

The Standard Adapter specification now requires that all sellers include the video.plcmt field in bid requests, where applicable.
Action required

Sellers that are live must ensure that the plcmt field exists in their video object.

Get Started for Real-Time ID Tag

July 27, 2026
What you need to know and do
Change summary

The Trade Desk has published a new guide for the real-time ID tag, which initiates cookie mapping between websites and TDIDs used by the Real-Time Conversion Events API. If you use real-time conversions, this is the recommended cookie mapping option because it supports real-time targeting and measurement while requiring less infrastructure than the match tag solution.
Action required

None. To enable this feature, contact your Account Manager or Technical Account Manager. For details, see Real-Time ID Tag.

Share security events with other apps

May 13, 2026
What you need to know and do
Change summary

To notify connected applications, such as Ventura TV OS, about security-related changes to user accounts and sessions, use the Shared Signals Framework. For details, see Share security events with other apps.

Action required

None.

Last name now required for Ventura TV OS

May 13, 2026
What you need to know and do
Change summary

Collecting a user's last name is now required for Ventura TV OS. OpenPass supports this through the existing family_name field or the new name field for a user's full name. For details, see Collecting user information and JWT payload.

Action required

Collect the user's last name when using VenturaOS.

New brand-agency organization model for UMP

March 23, 2026
What you need to know and do
Change summary

To provide true shared access without transferring ownership or control, we've updated the User Management Platform (UMP) organization model and shared administrative access, which helps clarify the relationship between brands and agencies within the UMP. For details, see User Management Platform.

Action required

None. If you are a UMP admin for a brand or agency, review the access granted to user admins and update it as needed.

New bid expiration attribute in bid responses

January 5, 2026
What you need to know and do
Change summary

Starting January 5, 2026, we'll begin including the bid.exp field in bid responses for informational purposes only. The bid.exp attribute is an integer that specifies the number of seconds that may elapse between the auction and the actual impression.
NOTE: This change does not affect any current bidding, impression-counting, or billing behavior, which is documented in Impression win notifications.
Action required

Ensure that your systems are capable of receiving the bid.exp field without failure.
If you have any questions, contact your Technical Account Manager.