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The Trade Desk - First Party Data

The Trade Desk's demand-side platform enables agencies, aggregators, and their advertisers to manage display, social, and video campaigns. Its behavioral targeting, full-funnel attribution, and detailed reporting let you know what is working so you can adjust and automate optimal bidding strategies.

The Oracle Data Cloud platform uses audience injection to automate the creation and mapping of audience objects in The Trade Desk platform. After this automated mapping has occurred, user data begins to flow via Server Data Transfer (SDT) into your Oracle Data Cloud audiences in The Trade Desk platform . You can then use your audiences in The Trade Desk platform for your media campaigns.

To send audiences to The Trade Desk platform:

  1. Install a Trade Desk app.
  2. Create an audience containing first- and third-party data linked to Oracle Data Cloud cookies and mobile advertising IDs (MAIDs).
  3. Create a campaign to send your audiences to The Trade Desk. Your audiences will automatically be added to your Trade Desk advertiser account and data will flow into your audiences.
  4. Use your audience in The Trade Desk demand-side platform.

Installing The Trade Desk first-party audience injection app

TThe Oracle Data Cloud platform includes region-specific apps that you use to deliver first-party audiences to The Trade Desk. You see only the apps that are appropriate for your region (Americas, APAC, and Europe). Separate apps are provided for cookies and MAIDs. You can install both apps if you use both ID sources

To install a Trade Desk app:

  1. Log on to partner.bluekai.com and select Apps > Install Apps.
  2. Click App Catalog.
  3. Select the Media Targeting campaign solution type.
  4. Select one of the Trade Desk apps.
  5. In the App Name box, enter a name that identifies this app configuration.
  6. Leave the Increase Data Delivery Overlap check box selected (the default setting) to maximize the amount of your first-party data that can be delivered to The Trade Desk. This enables ID swaps to automatically match unique user IDs on your site once every seven days via the Oracle Data Cloud platform's tag management system.
  7. Click Save.The Trade Desk login page is displayed.
    Image of The Trade Desk login screen
  8. Enter your Trade Desk credentials, and click Login. The Manage audience upload permissions screen is displayed.
    Image of The Trade Desk permissions search and allow screen
  9. Enter your advertiser ID to authenticate into The Trade Desk platform and grant permission to the Oracle Data Cloud platform to create audiences in your advertiser account.
  10. Click Save. You are redirected back to the Oracle Data Cloud platform and your app is saved. The Trade Desk is now enabled as an audience injection app in your partner seat.

Learn more: Installing an app

Creating an audience

To deliver your Oracle Data Cloud platform data to The Trade Desk platform, create an audience and then create a campaign associated with the audience.

To create an audience:

  1. In the Oracle Data Cloud platform, click New Audience. The audience builder is displayed.
    Image of the audience builder page
  2. Enter a name that makes it easy to identify your audience. The audience name should only contain alphanumeric characters, spaces, and underscores (avoid special characters).
  3. Define your target audience by selecting a combination of first- and third-party categories from the taxonomy tree.
  4. Click the ID Sources tab.
  5. To target only users linked to Oracle Data Cloud cookies, clear the Mobile IDs check box and then select the Mobile Cookie ID check box.
    Image of the Audiences window with the ID Sources tab selected and the Desktop IDs check box selected
  6. To target only users linked to MAIDs, clear the Desktop IDs and Mobile IDs check boxes and then select the Mobile Advertising IDs check box.
    Image of the Audiences window with the ID Sources tab selected and the Mobile App check box selected
  7. Click Save.

Learn more: Creating an audience

Creating a campaign

To create a campaign:

  1. On the Audiences page, select the check box for the audience that you want to send to The Trade Desk and then select Create > Create Campaign.
    Image of the Create menu on the Audiences page with Create Campaign selected
    The audience is associated with the campaign and the Create Campaign window is displayed.
  2. In the Campaign Name box, enter a name that makes your campaign easy to identify in both the Oracle Data Cloud and The Trade Desk platforms and includes the ID sources.
  3. In the Basic Information section:
    • Set the start and end dates. By default , the campaign ends one year after the start date.
    • From the Status list, select the Active status.
  4. Click Select Apps, select The Trade Desk app that you installed, and then click Add Apps.
  5. Click Save. Your campaign is created and you are returned to the Campaigns page. The Oracle Data Cloud platform will automatically call The Trade Desk's audience APIs to create a new audience in your The Trade Desk advertiser seat. The name of the segment will be Oracle DMP: audienceName. Your user data will begin being delivered into the audience within 60 to 90 minutes and your audience will be available in The Trade Desk platform at 12:00 AM UTC.

Learn more: Creating a campaign

Using your Oracle Data Cloud platform data in The Trade Desk platform

When your audience is available in The Trade Desk platform, you can link it with your The Trade Desk media campaigns.

To use your Oracle Data Cloud platform data in The Trade Desk platform:

  1. Log in to The Trade Desk with your account credentials.
  2. Click Data Platform and create or select an existing The Trade Desk audience.
  3. Under Brands in the left-hand pane, select the Audience Injector check box to filter for your audiences.
    Image of The Trade Desk UI showing the selection of the Audience Injector option
  4. Select the check box for your audience and drag it into the Included section.
    Image of The Trade Desk UI showing the Include section

You can now manage your audiences in The Trade Desk platform.

Related

Installing an app

Creating an audience

Creating a campaign

The Trade Desk audience sharing