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The Trade Desk integration: identity-resolved conversions, sent server-side

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

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Role
Destination
Category
Ad platforms
Pre-built connectors
12 sources
Plans
All plans

What Upstack sends

Every conversion reaches The Trade Desk with the identifiers it matches on. Captured on the server, resolved to a person, then sent.

In: from Shopify1 of 12 sources
  • order_idShopify order and checkout token
  • email / phonecustomer contact from checkout
  • customer_idShopify customer record, if they have one
  • line_itemsproducts, variants and quantities
  • total / subtotal / discountorder economics

Storefront events from the Upstack Pixel, orders directly from Shopify.

Upstack DataResolved 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.
Out: to The Trade DeskOn every event
  • 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

Programmatic conversions, resolved first.

See the set-up reference See all 12 sources How resolution works

About The Trade Desk

Upstack forwards identity-resolved conversions from the server with hashed identifiers attached, so bidding trains on real buyers rather than modeled cohorts.

At programmatic volumes the difference compounds: a model trained on complete data buys differently from one filling gaps with inference.

What The Trade Desk is

The Trade Desk is a demand-side platform buying programmatic inventory across the open internet at very large scale.

Its bidding is only as good as the conversion signal it trains on, and most advertisers feed it browser data.

How The Trade Desk works

The Trade Desk optimizes against conversions reported through pixels and server-side integrations, and increasingly against identity frameworks such as UID2. Browser-reported conversions arrive incomplete and unresolved, so the model learns from a sample rather than the whole.

What you can do with it

Three jobs this connector does inside The Trade Desk.

01

Send complete conversions

Conversions reach The Trade Desk through its server-side API with restored click IDs and hashed identifiers attached, so more of what you send is matched on arrival, and the conversions you never saw stop being invisible.

02

Optimize on the customer you want

Map any order attribute to the conversion The Trade Desk receives (profit rather than revenue, new customers rather than repeat buyers, high-value orders rather than every checkout), so the platform learns from the buyers worth acquiring.

03

Better training data, better bids

Complete, resolved conversions mean the bidder optimizes against actual buyers rather than a partial sample of them.

Pre-built connectors

12 sources connect to The Trade Desk. Whichever of these you run, The Trade Desk is one switch away.

See all connectors

Documentation

Set-up reference.

Set-up, event schema and field mapping for The Trade Desk as a destination.

FAQ

The Trade Desk integration questions.

What does Upstack send 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.

How do I check that 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.

Which plans include the The Trade Desk integration?

All plans. Upstack has three plans that scale with your order volume, and the same integrations are on every plan.

Which sources can send events to The Trade Desk?

12 sources: Shopify, WooCommerce, BigCommerce, Checkout Champ, Recharge, Custom stack, Funnelish, Lasso Commerce, Phoenix Technologies, Skio, Loop Subscriptions and Stripe. Each one has its own pre-built connector.

Will Upstack slow down my store?

Upstack’s own pixel loads asynchronously and fails silently, so it doesn’t hold up your pages. What each destination adds depends on its Tracking Method. The default, Browser + Server, loads that platform’s own tag on your store, in place of the copy you would otherwise install yourself, and also sends the same events from Upstack’s servers. Choose Server for any destination that offers it and its tag never loads, while its events still arrive from Upstack’s servers.

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Get The Trade Desk tracking right.

A 15-minute walkthrough tailored to your stack and channels.

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