Knowledge Base

Buying through The Trade Desk: Best Practices

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







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


  • Display creatives must be hosted in the DSP
  • Supported creative formats:
    • JPEG
    • GIF
    • Animated GIF
  • Not supported
    • HTML5
    • Rich media
    • Video 
  • We support most standard IAB sizes and high-impact marquee ad sizes:
    • 970x550
    • 970x250
    • 300x250
    • 728x90
  • Recommendation: To maximize performance, LiveIntent recommends running only 970x250, 970x550, 300x250, as they drive higher click-through and conversion rates. 

Tagging Requirements 

If using Campaign Manager:

  • Please make sure to traffic 1x1 tracking tags. 
    • We ONLY support Impression (image) and Click tags.  
    • Impression (iFrame) & Impressions (JavaScript) are NOT supported. 
  • Third-party standard tags cannot be leveraged due to the use of JavaScript.
    • HTML5, iFrame, Rich Media & Video all leverage JavaScript and will not work in the email environment. 

If not using Campaign Manager:

  • Impression and Click Trackers are preferred and recommended. 
  • Third-party ad tags are accepted but only if they contain a <NoSCRIPT> section that contains an image and link pair.
    • A maximum of two third-party pixels can be added

Tagging Implementation

  • When setting up tags in TTD, please DO NOT use the auto-upload feature. Below is a guide on how to set up tags:
    • Click Tag: Paste tag as the “Click Through URL.
    • Landing Page: Populate this field with the physical domain media will drive towards. DO NOT paste click tag in this section.
    • Impressions Tag: Paste Impression (Image) tag in the first “1x1 Pixel Impression Tracking URL” field. 
    • JavaScript Sections: Please make sure this entire section remains blank. Any tags in these sections will prevent spend. 


Third-Party Verification

Most third-party verification vendors (e.g. IAS, MOAT, DV) leverage Javascript-based products to run third-party verification. These will not work in the email environment as Javascript is not supported.

Blocking tags:

  • Please DO NOT use any blocking tags. They will break and prevent you from running on LiveIntent.

Monitoring Pixels:

  • Although using monitoring pixels will not technically break, we strongly recommend against using them, since they will report zero activity in your verification partners dashboard.
  • If mandated to use monitoring pixels, please apply them in the second “1x1 Pixel Impression Tracking URL” field.


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