Buying through The Trade Desk

LiveIntent’s The Trade Desk (TTD) integration allows you access to exclusive email newsletter inventory. Below are some best practices to help get you started.

If you have never worked with LiveIntent before, please reach out to your TTD representative to make LiveIntent available.

Campaign Setup

LiveIntent’s inventory can be leveraged in three main ways:

• Spot Market (Open Exchange):
  • $.50 cent floor minimum
  • Recommendation: Bid between $2 to $3 dollars to remain competitive
    
• Deal ID: 
  • Deal IDs can be created upon request with options at the following levels:
    • Publisher
    • Email Newsletter Template
    • Ad Slot 
  • Contextual PMPs options:
    • Above the Fold Ad slots (ATF)
    • High-Click Audiences 
    • IAB Category
  • Priority Deal ID:
    • $4 dollar floor minimum
    • First Look capability
  • Audience-Based Deal ID: 
    • Provides buyers the ability to upload their first-party data enabling audience segment targeting through a Deal ID.

• Spot Market (Open Exchange) & Deal ID
  • Start off buying against a DealID and backfill against the Spot Market (Open Exchange).

Creating a Deal ID

Targeting

Because email inventory does not use JavaScript, we strongly recommend creating a separate line-item and targeting LiveIntent as the ‘supply source’. LiveIntent is the Supply-Side Platform (SSP).

Supported Targeting:

• We accept most standard forms of targeting including CRM data, behavioral, and more:
• First, second, and third- party targeting:
  • Geo
  • Demographic
  • Device
  • Site Remarketing
  • Day Parting
  • LAL Modeling

Not supported targeting:

• Since the email environment does not support JavaScript, Viewability, Brand Safety and Keyword targeting will not work. The following actions are not supported:
• Bidding on viewable CPM
• Setting viewability parameters in the platform
• Layering keyword targeting (or use grapeshot segments)
• Leveraging any Pre-Bid Brand Safety tools

Creatives

• Display and Native are supported in TTD. Navigate to Building a Display Creative in The Trade Desk or Building a Native Creative in The Trade Desk to learn more.
• Creatives must be hosted in the DSP.