Documentation Index
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Overview
This integration lets you monetise audience data from Zeotap CDP by publishing it directly into The Trade Desk (TTD) as third-party data segments — complete with the rate at which buyers can purchase access. Once you set up the TTD destination in Zeotap and link it to an audience, Zeotap automatically creates the segment in TTD’s third-party data taxonomy, applies the CPM and percent-of-media-cost rate you configure, and uploads the matched user identifiers (TTD cookies, mobile ad IDs, ID5 decrypted) so the segment becomes immediately buyable. You stay inside Zeotap for the entire setup — no manual taxonomy work or file uploads in TTD are required.This page covers the Data Monetisation flow (seller side). For the buyer-side TTD destinations — activating audiences against TTD inventory — see TTD, TTD 1P, or TTD CRM Data.
How It Works
When you link a TTD destination to an audience in Zeotap CDP, the following happens automatically behind the scenes:- You set up TTD as a destination in Zeotap CDP by entering your Brand ID, Provider ID, Data API Secret Key, Currency, Type of Audience, and (where applicable) Org Type with a Partner ID or Advertiser ID.
- You select the Send Identifiers to The Trade Desk action and map your Zeotap identifiers (Adid, TheTradeDesk cookie, ID5 Decrypted) to the corresponding TTD destination fields (MAID, TheTradeDesk Cookie, ID5 Decrypted).
- You attach the destination to a segment, enter the Price (CPM) and Percent of Media Cost for that segment, and choose a refresh frequency.
- Zeotap creates the audience in TTD’s third-party data taxonomy as a new segment.
- Zeotap applies the data rate to that segment using the CPM and percent-of-media-cost you provided, the currency from the destination, and the rate level derived from your audience and org type configuration.
- Zeotap uploads the matched user identifiers to TTD on the schedule you configured, making the segment immediately available to buyers in the TTD platform.
Before You Begin
Make sure you have everything ready before starting the setup. In The Trade Desk:- An active TTD Data Provider account with completed initial setup by your TTD Technical Account Manager (TAM).
- Your Brand ID — provided by your TTD TAM. You can also look it up via the GET /datarate/brands/ endpoint.
- Your Provider ID — provided by your TTD TAM.
- Your Data API Secret Key — used to authenticate data uploads.
- If you operate as a Partner or Advertiser for custom audiences, your Partner ID or Advertiser ID ready.
- A clear understanding of whether you are publishing Syndicated (open marketplace) or Custom (private to a Partner or Advertiser) audiences.
- Access to the Integrate module with permission to create new destinations.
- One or more audience segments ready to be monetised.
- The CPM Price and Percent of Media Cost values you want to charge buyers for each segment.
- Mapped identifiers in your Zeotap catalogue: Adid, TheTradeDesk cookie, and/or ID5 Decrypted.
Create the TTD Destination in Zeotap CDP
Open the Destinations catalogue
Log in to Zeotap CDP, then go to Integrate → Destinations. Click + Create Destination and search for The Trade Desk. Select the The Trade Desk card to begin.
Enter the destination details
Fill in the credential fields:
- Destination Name — a descriptive label (e.g.,
TTD — Q2 Monetisation). - Brand ID — paste the Brand ID provided by your TTD TAM.
- Provider ID — paste the Provider ID provided by your TTD TAM.
- Data API Secret Key — paste your Data API Secret Key. The field is partially masked once saved.
- Currency — select the ISO 4217 currency code you want CPM rates priced in (for example USD, EUR, GBP, AED). All standard ISO 4217 codes are supported.
Choose the Type of Audience
The Type of Audience controls how segments are exposed in TTD’s marketplace and which IDs are required.
If you selected Custom, the Org Type dropdown appears:
| Type of Audience | What it means | What you need to do next |
|---|---|---|
| Syndicated | Segments are published to TTD’s open marketplace and available to all buyers. | No further inputs needed. |
| Custom | Segments are private and only purchasable by a specific Partner or Advertiser. | A nested Org Type dropdown appears. |
| Org Type | What it means | What you need to enter |
|---|---|---|
| Partner | The segment is restricted to a specific TTD Partner. | A text box opens — enter your Partner ID. |
| Advertiser | The segment is restricted to a specific TTD Advertiser. | A text box opens — enter your Advertiser ID. |
Configure the Action and Field Mapping
Open the saved TTD destination and switch to the Mapping tab.Create a new mapping
Click + New Mapping. The mapping is created with the action Send Identifiers to The Trade Desk — this is the only action available for this destination.
Map your identifiers
Open the mapping. Under Map the Fields → Output Identifiers Mapping, map each catalogue identifier to the corresponding TTD destination field:
| Catalogue field (Zeotap) | Destination field (TTD) | Type |
|---|---|---|
| Adid | MAID | String |
| Thetradedesk | TheTradeDesk Cookie | String |
| ID5 Decrypted | ID5 Decrypted | String |
Link a Segment and Configure CPM Details
With the destination and mapping saved, link it to an audience and set the rate.Open the link panel
In Zeotap CDP, navigate to Segment → Audiences. Open the audience you want to monetise, click Link to Destination, and select your TTD destination. Switch to the Destination Settings tab.
Confirm action, mapping, and data scope
Confirm:
- Action —
Send Identifiers to The Trade Desk(selected automatically). - Mapping — the mapping you just created.
- Choose the data to be sent — keep Send Segmented Data ticked. Lookalike Extension is not supported for this destination.
Set the refresh frequency
Under Choose Refresh Frequency, set:
- Start Refresh From — the date and time the first refresh runs.
- Refresh Every — the cadence (e.g., every 24 hours).
- Refresh Until — the end date, or leave No End Date ticked.
- For a one-time send only, tick Do Not Refresh.
Enter the CPM details
Scroll to Audience Settings → CPM Details and enter:
- Price (required) — the CPM amount buyers will pay for this segment, in the currency configured on the destination. This maps to
CPMRate.Amountin the TTD payload. - Percent of Media Cost (required) — a decimal percentage of media cost charged on top of (or instead of) the CPM. This maps to
PercentOfMediaCostRate.
Field Mapping
Below is the complete reference for how data from Zeotap CDP maps to The Trade Desk.Destination inputs (set once per destination)
| Zeotap field | Required / Optional | Notes |
|---|---|---|
| Brand ID | Required | Provided by your TTD TAM. |
| Provider ID | Required | Provided by your TTD TAM. |
| Data API Secret Key | Required | Used to authenticate data uploads. Partially masked once saved. |
| Currency | Required | ISO 4217 code (e.g., USD, EUR, GBP, AED). Used as the currency for the segment’s CPM rate. |
| Type of Audience | Required | Syndicated for open marketplace, Custom for restricted access. Custom reveals the Org Type dropdown. |
| Org Type (when Custom) | Required when Custom | Choose Partner or Advertiser to determine which ID is required. |
| Partner ID (when Custom + Partner) | Required in this combination | The TTD Partner the segment is restricted to. |
| Advertiser ID (when Custom + Advertiser) | Required in this combination | The TTD Advertiser the segment is restricted to. |
Audience / segment inputs (set per audience)
| Zeotap field | Required / Optional | Notes |
|---|---|---|
| Audience Name | Optional | Shown to buyers as the segment’s display name in the TTD third-party data taxonomy. |
| Audience Description | Optional | Free-text description of the segment. |
| Price | Required | CPM amount buyers will pay, in the destination’s currency. |
| Percent of Media Cost | Required | Decimal value (e.g., 0.2 = 20%) charged as a percentage of media cost. |
Identifier mapping (set in field mapping)
| Catalogue field | Destination field (TTD) | Type | Notes |
|---|---|---|---|
| Adid | MAID | String | Mobile ad ID — iOS IDFA or Android AAID. |
| Thetradedesk | TheTradeDesk Cookie | String | TTD’s web cookie identifier. |
| ID5 Decrypted | ID5 Decrypted | String | ID5 universal ID, decrypted. |
Activate and Test the Integration
Once the segment is linked and saved, verify the data has reached TTD.Wait for the first sync
Zeotap creates the taxonomy element, applies the data rate, and uploads identifiers in the background, on the refresh frequency you chose.
Verify in The Trade Desk
Log in to The Trade Desk as a Data Provider and navigate to the third-party data taxonomy for your provider account. Confirm the new segment appears with the Audience Name you entered in Zeotap.
Check the rate, currency, and buyable status
Open the segment and verify:
- The rate matches the Price and Percent of Media Cost you set.
- The currency matches the destination Currency.
- The segment is marked Buyable.
Important Notes & Limitations
Type of Audience drives the rate level and cannot be changed easily after segment creation. Decide upfront whether each destination is for Syndicated (open marketplace), Custom + Partner, or Custom + Advertiser audiences. Changes typically require recreating the segment in TTD.
Multiple destinations with the same Brand ID are supported. You can create more than one TTD destination in Zeotap pointing at the same Brand ID — for example, one for Syndicated and one for Custom + Partner.
One audience, one segment ID across destinations. If multiple TTD destinations are attached to the same audience, the underlying TTD
ProviderElementId remains the same — buyers see one consistent segment.Each org has its own taxonomy. Segments are isolated per organisation, so taxonomies of different brands or business units do not mix.
RateType is fixed to Hybrid. Every segment is published with both a CPM and a percent-of-media-cost rate. This is hardcoded by the integration and cannot be changed per audience.Supported identifiers. This integration uploads TTD Cookies, MAIDs (iOS IDFA + Android AAID), and ID5 Decrypted identifiers. Other ID types are not supported.
Lookalike modelling is not supported for this destination. Only direct audience publication and rate application are available.
User deletion is supported. When a user is removed from your Zeotap audience or requests deletion, that change propagates to TTD on the next sync.
Asynchronous processing. Audience creation, rate application, and identifier upload happen sequentially in the background. After saving, allow a few minutes for the segment to appear and the uniques count to populate in TTD.