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Custom stack - The Trade Desk

Send every Custom stack event to The Trade Desk, server-side

Q: How do I check that Custom stack events are reaching The Trade Desk?

Open The Trade Desk › Data › Conversions. The conversion feed reports match rates, which is the number worth watching after a server-side switch.

Q: Will a purchase be counted twice?

No. Browser and server copies of the same purchase collapse on event ID, so nothing is counted twice.

Each event is resolved to a person against a 750M+ device graph before it reaches The Trade Desk, with restored click IDs, deduplicated conversions and delivery you can audit.

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US device IDs in the graph: 750M+
Match rate on events: 90%+
Identity window, per customer: Lifetime
Most brands are live: <20 min

How it flows

How a Custom stack event reaches The Trade Desk. Captured on the server, resolved to a person, then sent.

01 Capture

Captured from Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.

See the Custom stack integration

Custom stackWhat it sends

event_namewhatever you choose to call it
user identifiersany of email, phone, external ID
value / currencyif the event carries revenue
custom propertiesany attribute in your own schema

02 Understand

Resolved to one person before it leaves

Every Custom stack event is matched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer rather than two strangers.

How resolution works

Resolved before it is sent

IdentityMatched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer.
customer_typeNew or returning, resolved before send.
DeduplicationBrowser and server copies of the same purchase collapse on event ID, so nothing is counted twice.
Bot and fraud filteringAutomated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Ad platforms accept almost anything and tell you very little. These controls exist so you can see what was sent and what was accepted, rather than inferring it from a reporting gap.

03 Activate

Delivered to The Trade Desk

Forward identity-resolved conversions to The Trade Desk, so programmatic bidding is trained on real buyers rather than on modeled cohorts.

See the The Trade Desk integration

The Trade DeskWhat it receives

hashed email (UID2)the identity framework TTD bids against
ttd_click_idcredit the impression or click
event_iddedupe across the pixel and server feed
value / currencytrain bidding on revenue
external_idstable person across sessions

The catch

The freedom to name your own events is also the risk: an ad platform expects specific event names and parameter shapes, and anything outside that is accepted and ignored.

Mapping happens before send, not in the platform.

Where to check in The Trade DeskDelivery you can audit

The Trade Desk Data Conversions

The conversion feed reports match rates, which is the number worth watching after a server-side switch.

What changes

What changes when Custom stack feeds The Trade Desk. Two gains on the The Trade Desk side, two on the Custom stack side.

The Trade Desk

Server-side delivery

Events reach The Trade Desk through its server API rather than the browser, so ad blockers and ITP don’t cost you conversions.

The Trade Desk

Identity-resolved events

Events sent to The Trade Desk carry the resolved customer whenever Upstack can identify one, matched against a 750M+ device graph.

Custom stack

Any stack, any framework

Headless, custom checkout, native app or a platform we haven’t listed: if it can make an HTTP request, it can send to Upstack.

Custom stack

The same event schema

Custom events are resolved, filtered and forwarded exactly like a Shopify order.

Setup

Post directly from your backend so nothing depends on the browser.

Connect Custom stack once and every destination, The Trade Desk included, is forwarded the same resolved events.

Upstack dashboardExample

Custom stack Data source Connected

The Trade Desk Destination Healthy

Read the full The Trade Desk setup guide

01

Connect Custom stack

Not on the list? Send events to Upstack from any stack over webhook or direct post, with the same schema and the same resolution.
02

Add the The Trade Desk destination

Under Destinations, add The Trade Desk. Every resolved Custom stack event is then forwarded to it.
03

Check delivery to The Trade Desk

Every conversion is inspectable from the moment it fires to the moment the platform confirms it.