Publish Zeotap CDP audiences into The Trade Desk’s third-party data taxonomy with CPM rates so buyers can purchase access. Configure Brand/Provider/Currency, choose Syndicated or Custom, map identifiers, and link a segment with Price and Percent of Media Cost.
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.
CPM rates do not apply to the Syndicated audience type. For Syndicated audiences, CPM rates are decided mutually between The Trade Desk and the customer — they are not set in Zeotap, so the Price you enter is not used as the segment’s rate for Syndicated audiences.
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.
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.
In Zeotap CDP:
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.
The Data API Secret Key authenticates every data upload to TTD. Treat it like a password — never share it in client-side code, screenshots, or chat messages.
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.
2
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.
Figure 1 — Destination details form (Brand ID and Provider ID values blurred for security).
3
Choose the Type of Audience
The Type of Audience controls how segments are exposed in TTD’s marketplace and which IDs are required.
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.
If you selected Custom, the 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.
This selection determines the rate level Zeotap sends to TTD when applying CPM rates: system for Syndicated, partner for Custom + Partner, and advertiser for Custom + Advertiser. Choose carefully — changing this later may require recreating the segment in TTD.
4
Save the destination
Click Save. Your TTD destination now appears on the Destinations page, ready for action and field mapping.
Open the saved TTD destination and switch to the Mapping tab.
1
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.
Figure 2 — Mapping list view showing the created mapping with the Send Identifiers to The Trade Desk action.
2
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
Figure 3 — Mapping screen with the Send Identifiers action selected and all three identifiers mapped.
TTD supports two identifier families — TTD Cookies (web) and MAIDs (mobile: iOS IDFA, Android AAID). Mapping all three available identifiers maximises match rates across web and mobile inventory.
3
Save the mapping
Click Save Mapping. The mapping now appears in the destination’s mapping list, ready to use when you link a segment.
With the destination and mapping saved, link it to an audience and set the rate.
1
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.
Figure 4 — Linking an audience to the TTD destination — Destination Settings tab with action, mapping, data scope, and refresh frequency.
2
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.
3
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.
4
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.Amount in 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.
Figure 5 — CPM Details on the audience link panel — Price and Percent of Media Cost fields.
5
Save the destination
Optionally enter an Audience Name (the segment’s display name in the TTD taxonomy) and Audience Description (shown to buyers). Click Save Destination to finalise.
Once the segment is linked and saved, verify the data has reached TTD.
1
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.
2
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.
3
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.
4
Confirm the uniques count
Check the uniques count on the segment. After the first identifier upload completes, the count should reflect the matched users from your Zeotap audience. Match rates depend on which identifiers were available in your audience.
A successful integration looks like this: your segment appears in TTD’s taxonomy, the rate and currency match what you configured in Zeotap, and the uniques count populates on the schedule you set.
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.
Keep your Data API Secret Key private. This key authenticates every identifier upload to TTD. Never expose it in client-side code, public repositories, or shared documents.
If you run into any issues during setup or have questions about the Zeotap-to-The Trade Desk integration, please reach out to your Zeotap account manager or contact the Zeotap support team.
Last modified on June 5, 2026
Was this page helpful?
⌘I
Assistant
Responses are generated using AI and may contain mistakes.
