Unlock seamless audiences with Simon’s new The Trade Desk integration

We’re thrilled to announce a brand-new integration between Simon Data and The Trade Desk, powered by Snowflake.

Now, Simon customers can use our no-code application to create segments using customer data in your cloud data warehouse and then send those segments to The Trade Desk for programmatic activation. The results are ‌lightning-fast integration without relying on third parties for identity syncing and matching, increased acquisition rates, and better spend efficiency, further boosting the outcomes of your segmented campaigns.

So why does that matter?

The Trade Desk is a leading advertising technology platform that helps businesses reach their audience online. They boast a marketplace of over 400 partners providing premium inventory from the biggest broadcasters, publishers, and supply-side platforms. For example, they can reach over 150M households through Connected TV alone. This allows companies to buy digital ads in real-time, targeting the right people at the right time to maximize the effectiveness of their advertising campaigns. 

Using first-party data is more essential than ever for effective paid advertising. Using data from your best customers helps you find similar prospective customers for your campaigns. By applying exclusion lists of known customers, you can have confidence that your acquisition budget is spent on finding new customers, not engaging existing ones, and wasting ad spend. 

Simon Data now makes it easier than ever for marketers to onboard first-party data to The Trade Desk’s Unified ID 2.0, and we even handle the legal paperwork required by The Trade Desk, further accelerating time to market. 

Within hours of setting up the integration, first-party data fed from Simon Data can create seeds from known customer segments like your most engaged or highest LTV customers faster than any other solution.

^{“The Trade Desk <> Simon Data integration was a huge unlock for both our lifecycle and growth teams at Bonafide. Before the integration, we were manually hashing and importing our lists into The Trade Desk on a weekly/monthly basis. Now, we’re live with 10+ audience streams (syncing daily) to The Trade Desk for lookalike, exclusion, and hyper-targeted strategies...and it took just under 10 minutes to deploy! This integration is yet another beautiful example of how Simon Data can play a central role in supporting all functions of an e-commerce business.”}

_{- Tyler Hill, Sr. Specialist Lifecycle Marketing @ Bonafide Health}

Digging deeper into The Trade Desk partnership

Simon has long supported acquisition use cases by passing first-party data audiences to all major paid media platforms. 

With the Trade Desk being such an innovative platform, we decided to take a creative approach to data onboarding. Utilizing a snowflake-based integration allows us to pass data at latencies that are out of reach for partners that use API-based approaches. Additionally, this approach limits data movement over APIs, allowing us to manage all UID2 paperwork on behalf of the customer, eliminating significant legal hurdles and facilitating smoother client adoption.

This deep access to first-party data significantly enhances customer acquisition strategies on the Trade Desk platform, driving higher value from campaigns. It is also required to unlock future opportunities through the Trade Desks AI solutions, Kokai, and Galileo. 

But the first-party data journey doesn’t end here. With TradeDesk’s REDS (Raw Event Data Stream) product, customers can now access impression, click, and conversion data per customer across their Trade Desk campaigns, and this data is immediately available for use in the Simon CDP.

With it, you can better analyze attribution on spending across your paid and owned marketing and understand how customer segments respond to various advertising campaigns. You can then use this information to more effectively target your strategy, unlocking a data flywheel that will drive a sustainable return to your business. 

Taking the data further with Simon Match+

If you have experience using tools to onboard first-party data onto advertising platforms, you know how vital match rates can be to achieving your goals. This is especially critical when deploying suppression use cases, where ROAS directly relates to one's ability to match a customer in the downstream tool, but it’s also essential for retargeting and lookalike use cases.

If you’re new to match rates, no worries. It's pretty straightforward, and here’s a quick introduction.

How is match rate defined?

Match rate % = (# of customers in downstream advertising audience)/(# of people in the audience in the CDP or tool hosting the first-party data).

How does this help me?

A higher match rate generally indicates a healthier and more effective integration. And by that measure, our integration with the Trade Desk looks good. With The Trade Desk’s UID2 network, we see match rates of over 60%. However, by leveraging our Match+ product, we see match rates of 80-90%! To see how that can impact ROAS (Return on Ad Spend) check out this example of a targeted promotion for new customers:

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By using Match+ to amplify the size of your exclusion audiences, you can ensure that the money you spend on acquiring new customers targets actual new customers on these more expensive channels. The result is a direct increase in your ROAS.

Ready to get started?

If you’re an existing Simon customer, contact your Account Manager and ask about our new integration with The Trade Desk.

If you are not a Simon customer but are interested in learning more, request a demo here.

Recipe!

If you’re an existing Simon customer and have been onboarded to The Trade Desk, check out this recipe:

Goal:

Maximize performance in The Trade Desk by passing an audience of high LTV customers as a lookalike seed.

Prerequisites:

• The Trade Desk integration
• Segment building knowledge
• Flow building knowledge

Step 1: Create a segment of high LTV customers

You can do this by selecting a property filter of that segment.

Step 2: Create a new Flow for this segment

Select The Trade Desk as your destination.

Step 3: Save then launch the Flow

It will be ready in The Trade Desk in less than 24 hours. To further increase your spend efficiency, get Simon Match+ to enrich your audience with additional identifiers and increase your match rates by over 20%!