The Trade Desk
The Trade Desk is a programmatic advertising platform for display, video, audio, and connected TV campaigns. This destination loads The Trade Desk Universal Pixel JavaScript SDK in the browser and forwards page views, e-commerce events, and conversion data for measurement and audience targeting. There is no server-side component.
Getting Started
This is a device-mode destination. The Trade Desk Universal Pixel SDK is loaded automatically — no manual script installation is required. You will need:
- Advertiser ID — your Trade Desk advertiser ID, found in your Trade Desk account.
- Universal Pixel ID — your Trade Desk Universal Pixel ID, found in your Trade Desk account under Pixels. All page views and conversion events fire against this single pixel. TTD classifies conversion events based on URL patterns and dynamic parameters (such as order_id and revenue).
Connecting to the Trade Desk Pixel CDP Destination
- Log into the Chord data platform.
- Navigate to the CDP.
- Click the "Add" button next to Destinations.
- Select The Trade Desk Pixel from the destination catalog.
- Enter the destination name, Advertiser ID, and Universal Pixel ID.
- Click "Create" to connect.
Events
Event Mapping
All events include the TTD event_name field, mapped from the CDP event name to a TTD predefined event name. Every forwarded event also includes a pixelIds array scoped to the Universal Pixel ID.
Chord Event | TTD event_name | Revenue Data | Item Data | Notes |
|---|---|---|---|---|
page | sitevisit | | | |
Order Completed | purchase | Yes | Yes | |
Checkout Started | startcheckout | Yes | Yes | |
Product Added | addtocart | | Yes | |
Product Viewed | viewitem | | Yes | |
Cart Viewed | viewcart | | Yes | |
Product Added to Wishlist | addtowishlist | | Yes | |
Products Searched | searchitem | | | Search query sent as td1 |
identify | (not forwarded) | | | |
(other track events) | (silently skipped) | | | |
All events fire against the Universal Pixel ID. TTD infers the conversion type based on URL patterns and dynamic parameters included with each event.
Page Events
Fires a conversion event with event_name: "sitevisit", scoped to the Universal Pixel ID.
TTD SDK call: ttdConversionEvents("event", { event_name: "sitevisit", pixelIds: ["<universalPixelId>"] })
Revenue Data
For purchase and startcheckout events, order-level revenue data is included:
TTD Attribute | Chord Source (Priority Order) | Notes |
|---|---|---|
order_id | properties.order_id | Omitted if not present |
value | properties.total > properties.revenue | Omitted if not present |
currency | properties.currency | Omitted if not present |
Item Data
For events with product information, an items array is sent with item-level detail. Multi-product events (Order Completed, Cart Viewed, Checkout Started) map from properties.products[]. Single-product events (Product Added, Product Viewed, Product Added to Wishlist) extract from the event properties directly.
TTD Item Attribute | Chord Source | Notes |
|---|---|---|
item_code | product_id / sku / id | Required; products without an identifier are excluded |
name | name | Defaults to empty string |
qty | quantity | Defaults to 1 |
price | price | Defaults to 0 |
cat | category | Defaults to empty string |
Products Searched
Fires an event with event_name: "searchitem". If properties.query is present, it is included as the td1 dynamic parameter.
Unmapped Events
Track events not listed above are silently skipped. Identify events are not forwarded.
Initialization
The plugin loads https://js.adsrvr.org/up_loader.3.0.0.js and calls ttdConversionEvents("init", { advertiserId, pixelIds: ["<universalPixelId>"] }). Before the script loads, a queue (ttdConversionEventsLayer) buffers any events.
The plugin manages SDK loading state (fresh → loading → loaded/failed) to prevent duplicate script loads. Concurrent events during loading are queued and processed after initialization completes. If the script fails to load, subsequent events are silently dropped.
CSP Requirements
If your site uses a Content Security Policy, allow the following domains:
Directive | Domain |
|---|---|
script-src | https://js.adsrvr.org |
connect-src | https://js.adsrvr.org |
Updated 5 May 2026