The Trade Desk

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

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About The Trade Desk

What The Trade Desk is, and why identity matters to it.

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 it works

How The Trade Desk works.

The Trade Desk optimises 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.

With Upstack Data

Get more out of The Trade Desk with Upstack Data.

Upstack forwards identity-resolved conversions from the server with hashed identifiers attached, so bidding trains on real buyers rather than modelled cohorts. At programmatic volumes the difference compounds — a model trained on complete data buys differently from one filling gaps with inference.

What you can do with it

Three jobs this connector does inside The Trade Desk.

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.
Optimise 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.
Better training data, better bids
Complete, resolved conversions mean the bidder optimises against actual buyers rather than a partial sample of them.