ttd-targeting-and-audiences

To onboard first-party data for audience targeting on The Trade Desk, you must match your user records to available identifiers and activate them within the platform's data marketplace to build specific audience segments.

Unified ID 2.0 is an identifier framework used for audience building on The Trade Desk. It provides a hashed email-based alternative to third-party cookies, enabling you to target users across the open internet.

The data marketplace on The Trade Desk works by allowing you to layer third-party retail data segments onto your first-party audiences. This combines purchase intent signals with your existing user lists for expanded reach.

Before building audiences on The Trade Desk, you need to understand core targeting concepts including reach, frequency, data types, and segment structures to effectively configure your campaign parameters.

Yes, you can use retail data from the marketplace with your first-party data on The Trade Desk. Layering these data types allows you to enhance your existing audience profiles with external purchase behaviors.

The best way to structure audience segments for targeting on The Trade Desk involves grouping users by shared behaviors or data attributes, balancing segment specificity with achievable reach to maintain campaign performance.