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What this is

TTD Data Monetisation sends audience data out of Zeotap CDP to The Trade Desk (TTD), where it is published as a third-party data segment that other buyers can purchase. It is a batch destination: you link it to an audience, not to a journey. This is the seller side of The Trade Desk. If you want to go the other way and activate an audience against TTD inventory as a buyer, use the sibling pages for the same vendor instead: TTD, TTD 1P or TTD CRM Data. Once the destination is set up and linked to an audience, Zeotap creates the segment in TTD’s third-party data taxonomy, applies the rate you configured, and uploads the matched identifiers on the refresh schedule you chose. You do the whole setup inside Zeotap CDP — there is no manual taxonomy work and no file upload in TTD. Two audience types control how the segment is exposed: Syndicated segments go to TTD’s open marketplace and are visible to all buyers, while Custom segments are restricted to a named Partner or Advertiser.
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.

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Supported identifiers

This destination uploads:
  • MAIDs — mobile advertising IDs (iOS IDFA, Android AAID)
  • TTD Cookies — The Trade Desk’s web cookie identifier
  • ID5 — the ID5 universal ID, decrypted
  • EUID — European Unified ID, which targets logged-in, consented traffic (see TTD CRM Data)
  • EUID Token
  • netID
The walkthrough below maps MAIDs, TTD Cookies and ID5. The mapping screen lists the destination fields available for your catalogue.
Map every identifier your audience carries. TTD Cookies cover web inventory and MAIDs cover mobile, so mapping more identifier types raises the match rate across both.

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Prerequisites

Gather all of the following before you start. Everything on the TTD side comes from your account there — Zeotap does not issue these values. From The Trade Desk
  • An active TTD Data Provider account, with the initial setup completed by your TTD Technical Account Manager (TAM).
  • Brand ID — the unique ID of your brand, provided by your TTD TAM after the initial setup. You can also look it up through TTD’s GET /datarate/brands/ endpoint.
  • Provider ID — provided by your TTD TAM.
  • Data API Secret Key — authenticates every identifier upload to TTD.
  • Partner ID or Advertiser ID — only if you publish Custom audiences.
  • A decision on whether this destination publishes Syndicated or Custom audiences.
In Zeotap CDP
  • Permission to create destinations in the Integrate module. See destination access rules.
  • One or more audiences ready to monetise.
  • The Price and Percent of Media Cost you want to charge buyers for each audience. Decide these before you link the audience — see the rate is fixed once you save.
The Data API Secret Key authenticates every upload to TTD. Treat it like a password — never share it in client-side code, screenshots, public repositories or chat messages.

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Create the TTD Data Monetisation destination

1

Open the destinations catalogue

In Zeotap CDP, go to Integrate → Destinations, click + Create Destination and, under All Destinations, search for TTD Data Monetisation. For the generic flow, see create a destination.
2

Enter the destination details

On the Destination Details tab, fill in:
  • Destination Name — a descriptive label you will recognise later.
  • Brand ID — the Brand ID from your TTD TAM.
  • Provider ID — the Provider ID from your TTD TAM.
  • Data API Secret Key — your Data API Secret Key. Once you save, the value is hidden; use the reveal and edit controls beside the field to check or replace it.
  • Currency — the currency the rate is priced in.
Destination Details tab showing the Destination Name, Brand ID, Provider ID, Data API Secret Key, Currency set to USD and Type of Audience set to Syndicated, with a Save button.

Destination Details tab for a TTD Data Monetisation destination.

3

Choose the type of audience

Type of Audience controls how the segment is exposed in TTD’s marketplace and which extra ID you have to supply.If you select Custom, choose an Org Type:
This choice determines the level at which The Trade Desk applies your rate — the open marketplace for Syndicated, the named Partner for Custom + Partner, or the named Advertiser for Custom + Advertiser. Choose carefully: changing it later may require recreating the segment in TTD.
4

Save the destination

Click Save. The destination now appears in your destinations list, ready for mapping.

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Configure the action and mapping

Open the saved destination and switch to the Mapping tab.
1

Create a mapping

Click + New Mapping. The action is Send Identifiers to The Trade Desk — the only action this destination supports.
Mapping tab with a search box, a + New Mapping button and a table listing one mapping with the action Send Identifiers to The Trade Desk for the Audiences product.

Mapping tab listing one saved mapping.

2

Map your identifiers

Under Map the Fields → Output Identifiers Mapping, map each catalogue field to its destination field:
Mapping screen with Send Identifiers to The Trade Desk chosen as the action and Output Identifiers Mapping rows connecting Adid to MAID, Thetradedesk to TheTradeDesk Cookie, and ID5 Decrypted to ID5 Decrypted.

Choose your Action and Map the Fields, with three identifiers mapped.

3

Save the mapping

Click Save Mapping. The mapping is now selectable when you link an audience.
Go to the Audiences module, find the audience you want to monetise and link it to your TTD destination. For the generic linking steps, see activate your batch audiences. The settings below are the ones specific to this destination.
1

Confirm the action, mapping and data scope

In the Destination Settings tab:
  • Choose your Action and Mapping — the action is Send Identifiers to The Trade Desk; select the mapping you saved.
  • Choose the data to be sent to this Destination — keep Send Segmented Data ticked. Lookalike Extension is not supported by this destination, so leave it unticked.
Destination Settings tab showing the action and mapping selectors, the Output Identifiers Mapping chips for Adid and Thetradedesk, and the data scope options Send Segmented Data (ticked) and Lookalike Extension (unticked).

Destination Settings tab on the audience link panel.

2

Set the refresh frequency

Under Choose Refresh Frequency:
  • Start Refresh From — the date and time of the first refresh.
  • Refresh Every — the cadence.
  • Refresh Until — an end date, or tick No End Date.
  • Tick Do Not Refresh for a one-time send.
The audience activates as soon as you link it, but refreshes only begin from the start date and time you set here.
3

Enter the CPM details

Under Audience Settings → CPM Details:
  • Price (required) — the CPM amount buyers pay for this segment, in the destination’s currency.
  • Percent of Media Cost (required) — the share of media cost you charge, entered as a decimal: 0.2 means 20%, not 20.
Audience Settings section showing the CPM Details heading with required Price and Percent of Media Cost input fields, above a Save Destination button.

CPM Details on the audience link panel.

Check both values before you save. The rate is captured when the destination is first linked to the audience and cannot be edited afterwards — see troubleshooting.
4

Save

Optionally enter an Audience Name — the segment’s display name in TTD’s third-party data taxonomy — and an Audience Description, which is what buyers see. Then click Save Destination.

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Verify the segment is live in The Trade Desk

Zeotap creates the taxonomy element, applies the rate and uploads identifiers in the background, in that order, on the refresh schedule you set. Allow time for all three to finish before you start checking. In The Trade Desk, signed in as a Data Provider, open the third-party data taxonomy for your provider account and confirm:
  1. The segment appears under the Audience Name you entered.
  2. The rate matches the Price and Percent of Media Cost you entered.
  3. The currency matches the Currency on the destination.
  4. The segment is marked Buyable.
  5. The uniques count has populated. It reflects the users that matched, so it is normally lower than your audience size.
In Zeotap CDP, the metrics The Trade Desk returns — audience size, CPM and match rate — are also surfaced against the audience, so you can check reach without leaving the CDP.

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Troubleshoot TTD Data Monetisation

Identifier upload and rate application are separate steps. Uploads can run correctly while the rate never reaches TTD, which leaves a segment that has users but cannot be bought in the buyer’s seat.If the segment is still not buyable after a full refresh cycle, contact Zeotap support with the destination name and the audience name — the rate step runs on Zeotap’s side, so it is not something you can clear from the destination.
Percent of Media Cost is a decimal, not a percentage. Entering 20 instead of 0.2 sets the rate a hundred times too high. This is the most common setup mistake on this destination.The value cannot be corrected on a saved activation — see the next item.
The rate is stored when the destination is first linked to the audience and is read-only afterwards. Removing the destination and adding it back does not reset it — the existing link is reused, so it is still treated as an edit.Set both values correctly before you save. To change them on an audience that is already linked, contact Zeotap support with the audience and the values you want.
The Data API Secret Key may no longer be valid. Open the destination’s Destination Details tab and re-enter the key using the edit control beside the field, then save.
Only the identifier types you mapped are uploaded, and only users carrying one of those identifiers can match. Open the mapping and map every identifier your audience actually holds — see supported identifiers.

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FAQ

Yes. You can point several TTD destinations at the same Brand ID — for example one for Syndicated audiences and one for Custom + Partner.
No. Each organisation has its own taxonomy, so segments belonging to different brands or business units do not mix.
Every segment is published with both a CPM and a percent-of-media-cost rate. The integration sets this combination and it cannot be changed per audience.
From the description on the audience in Zeotap CDP. The description you give the audience when you create it is what reaches The Trade Desk — there is no separate buyer-facing description field on the destination.
The removal is sent to The Trade Desk on the next refresh, so users who no longer qualify stop being included in the segment.

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Next steps

Last modified on November 5, 2026