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The Trade Desk Connection

How to connect BlueConic customer profile data with the Trade Desk using Unified ID 2.0 UID, UID2, and the BlueConic Trade Desk ConnectionYou can use the BlueConic connection with The Trade Desk to export segment data to better target your audiences with advertising. This connection supports Unified ID 2.0 (UID2) which enables you to bid on digital ads using first-party data. This connection supports batch export.

About BlueConic: The BlueConic Customer Data Platform harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem.

Adding a connection to The Trade Desk

  1. Click Connections in the Navigation bar.
  2. Click Add Connection.
  3. A pop-up window appears. Check the Show all box. Enter “The Trade Desk” in the Search bar and click The Trade Desk connection.
  4. The Trade Desk connection page opens.

    You can expand or collapse metadata fields (favorite, labels, and description) by clicking the gray chevron at the top of the page. 
    Note that this connection can be used with the Unified ID 2.0 Connection to to set up marketing campaigns without using PII data or third-party cookies.

Configuring a BlueConic connection to The Trade Desk


To use The Trade Desk connection, enter your account credentials on the setup page:

  • Advertiser ID - In The Trade Desk, find your Advertisement ID by looking at the advertiser preferences page in your account.
  • Advertiser secret - Enter your The Trade Desk advertisement secret. See The Trade Desk documentation for more information.
    Does BlueConic support Unified ID 2.0?

Optionally, you can also retrieve The Trade Desk identifiers from online visitors by enabling the checkbox found on the setup page. The Trade Desk uses its own IDs to identify visitors on your channels. You can retrieve these identifiers and store them in a BlueConic profile property. This property can be used to match profiles between BlueConic and The Trade Desk.

How to use BlueConic CDP with The Trade Desk and Unified ID 2.0 UID, UID2

When enabled, a few extra setup steps will appear:

  1. Save the connection with your The Trade Desk credentials.
  2. Copy the Redirect URL and then provide The Trade Desk with this URL so they can provide you with the match tag URL and cookie partner ID. This allows you to request the needed match tag URL and cookie partner ID from The Trade Desk.

  3. Enter the match tag URL and Cookie partner ID you received from The Trade Desk.

  4. Select the channels you want to use for the connection.

  5. Select the BlueConic profile property to store The Trade Desk identifiers for your profiles.

How to authenticate data integrations between The Trade Desk and the BlueConic CDP

Data exchange shows the total number of unique profiles that have been exported via the connection. Note that these are unique profiles. If the same profile is exported multiple times, it is counted as 1.


To make the connection work, you have to add at least one goal and switch the connection on.

Export data from BlueConic into The Trade Desk

To export BlueConic segments into The Trade Desk audiences, add an export goal and follow the steps laid out in the goal.

  1. Use the dropdown to select The Trade Desk data environment to export data to.
    How to share customer audience data with The Trade Desk and Unified ID 2.0 on the BlueConic CDP
    Note: The Trade Desk suggests that you choose a menu option in this step based on the locations that is physically or regionally closest to the location of your BlueConic tenant.
  2. Link the identifiers from BlueConic profiles to The Trade Desk users.
    how to integrate customer profile data between the BlueConic CDP and The TradeDesk with Unified ID 2.0
  3. Export BlueConic segments to The Trade Desk audiences.
    Map BlueConic segment data to The Trade Desk audiences. Enter the name of an existing audience or create a new audience in The Trade Desk by typing a new audience name. New audiences will appear in The Trade Desk after the connection has run for the first time.
    How to export customer profile data via Unified ID 2.0 and The Trade Desk Connection in BlueConic
  4. Set the audience retention period.
    Set how long users should remain active in an audience. When the retention period, or time to live, has expired, the user will be removed from the audience. The user will no longer be targeted based on BlueConic data unless their data is exported again.
    How to set advertising audience information for The Trade Desk in the BlueConic Trade Desk connection
  5. Optional: Remove subscribers from The Trade Desk audiences
    Check this option if you want to allow the removal of subscribers from your selected The Trade Desk audiences if they are no longer part of the segment.
    Screenshot 2023-11-29 at 9.08.27 AM.png
  6. Run the connection.
    Go to Set up and run to schedule the connection or to run it manually.

Note that you can use the Add goal button to create multiple export goals for this connection.

Connection status

Once you've set up and saved your connection, the icon at the top will reflect the status of the connection.

How to send advertising audiences from BlueConic mutidimensional customer segments to The TradeDesk platform with Unified ID 2.0 or UID 2.0

There is an arrow showing data is being exported from BlueConic to The Trade Desk. When the arrows are green, the connection is ready to be used.The TradeDesk

Privacy management

Connections can be added to Objectives, allowing for privacy management of the information that is being picked up. The connection will only work if the visitor consented to at least one of the objectives that it is linked to.

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