Buying through The Trade Desk: Best Practices

As a buyer using The Trade Desk, you can access exclusive email newsletter inventory through the LiveIntent platform. 

Below are best practices to help you get started.

Setting Up Your Campaign 

  • Remove auto-optimization at the campaign level 
  • Create a separate line item or campaign to isolate LiveIntent inventory 
  • Manually select “LiveIntent Exchange” as the inventory source

Setting Your CPM  

  • Set max CPM to $10 or higher
  • Average eCPM will be between ~$1.50-$4 depending on targeting implemented 

 Targeting

  • Run across the full LiveIntent network of publishers to maximize scale
  • Select domains from 22 IAB categories to generate a custom whitelist (min of 40 recommended)
  • Limit cookie based targeting (such as behavioral targeting, demo targeting, day-parting) in an effort to scale

Creative & Tags 

  • Declare all third-party tracking tags (a maximum of two)
  • Approved creative sizes: 728x90, 300x250, 160x600, 300x600, 970x250
  • Approved creative formats: JPEG, GIF, animated GIF 
  • Set all third party JavaScript pixels to static/ monitoring only by turning on the “non-script” section
  • Leverage as many different creative sizes as possible to scale 

Reporting 

  • Domain level reporting available 
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