Unified ID 2.0 is an identity framework for advertising across participating publishers, apps and connected TV environments. Its identifiers are based on first-party identity information. UID2 participation, privacy controls and technical setup are separate from defining a customer audience in Amperity.

Amperity and The Trade Desk: UID2 audience activation

Q: Does Amperity automatically make every customer available through UID2?

No. The uid2 attribute requires Amperity to be configured as a UID2 Operator for your brand. Available identity data and participation requirements determine the usable workflow. Confirm setup and test the audience rather than assuming universal customer coverage.

Q: Can I use email or phone instead of an existing UID2 attribute?

The connector documents supported email and phone inputs as well as UID2 and EUID paths. Follow the configured mapping; phone numbers require E.164 format. Your operator can confirm which identity path applies and which agreements are required.

Q: Can audiences reach connected TV?

The Trade Desk supports eligible connected TV and streaming inventory. Amperity supplies the configured audience data; matching, addressability, inventory access and campaign settings in The Trade Desk determine where that audience can be used. Coverage is not guaranteed for every customer or placement.

Q: How quickly are audience updates available?

Allow up to 48 hours after Amperity finishes sending audience updates for them to be available in The Trade Desk. Schedule the Amperity workflow with that downstream processing time in mind; this is not an end-to-end real-time audience promise.

Q: Are offline events the same as audience updates?

No. The offline measurement workflow uses a separate configuration and event query, with its own identifier, timestamp and event requirements. Send eligible transactions through that route and check platform reporting. Audience refresh timing does not establish the event route’s attribution or availability timing.

Send first-party audiences from Amperity to The Trade Desk through its API, using supported contact identifiers or configured UID2 and EUID workflows to make customer-defined audiences available for eligible programmatic advertising.

Get a demo See the Trade Desk docs

UID2 • EUID • First-party audiences

Use customer audiences across eligible programmatic inventory

Activate audiences defined by purchase and loyalty context available in Amperity.

Reach eligible connected TV inventory through The Trade Desk.

Use supported first-party identifiers for programmatic audience matching.

Build relevant retention audiences from changing purchase behavior.

Prepare customer exclusions for supported acquisition workflows.

Send separately configured offline events to support platform measurement.

How Amperity connects to The Trade Desk

Select the audience. Define customers in Amperity using available purchase, loyalty or engagement criteria.
Align the identity path. Configure supported email or phone fields, or the required UID2/EUID workflow and agreements.
Validate activation. Check a sample in The Trade Desk, then schedule audience updates; configure offline events separately.

Audience activation and offline-event delivery use separate configurations.

Confirm the UID2 or EUID identity path

Unified ID 2.0 (UID2) is an advertising identity framework, not the Amperity ID or a general synonym for hashed email. Using the uid2 source attribute requires Amperity to be configured as a UID2 Operator. EUID requires participation in its separate framework; confirm the agreements and field mapping for your brand.

What the Trade Desk connection supports

Capability	Supported behavior
Direction and method	Amperity → The Trade Desk API; audiences and separately configured offline-event delivery.
Audience identifiers	Supported email and phone fields; phone numbers in E.164 format.
UID2 and EUID	UID2 attribute requires configured Operator support; EUID requires participation and applicable agreements.
Audience refresh	Scheduled campaigns or query orchestrations; allow up to 48 hours after sending for audience availability.
Offline events	Separate event workflow; use its supported timestamp, identifier and event-parameter mapping.
Authentication	Advertiser ID and advertiser secret; named segment configured for the audience workflow.

Use customer context for the next media decision

Activate a valuable repeat-purchase audience

Define an audience from available purchase frequency, loyalty status, or customer-value information in Amperity. Send its permitted identifiers to The Trade Desk and use the audience across eligible programmatic inventory. The media team retains control over campaign selection and spend. Validate the downstream audience and its availability before using it as the basis for a new media plan.

Extend a customer strategy to connected TV

Use an audience built from your customer data for eligible connected TV and streaming inventory in The Trade Desk. Confirm the supported identity path and applicable UID2 or EUID participation before treating the audience as addressable. This gives the team a way to use the same customer-selection logic beyond search and social while respecting the platform’s identity and inventory requirements.

Connect eligible store activity to measurement

Use the separate event destination to send eligible store purchases with the supported event identifiers and timestamps. Follow its field mapping rather than reusing an audience payload as an event file. The Trade Desk can use offline measurement data for attribution and targeting; review platform results alongside other evidence. A sent transaction does not by itself demonstrate causal lift from a campaign.

Set up and validate the connection

Ask your Datagrid Operator or Amperity representative to configure the advertiser ID, advertiser secret and named segment. Confirm any UID2 or EUID agreement and the specific identity workflow before enabling those attributes.

Validate a small audience in The Trade Desk before scheduling production runs. Use the event destination’s own query and mapping for offline transactions; its documented recommendation is to send promptly and avoid events older than 25 days.

Offline-event delivery uses a separate connector. Confirm eligibility and setup requirements with your Amperity representative.

Audience setup docs Event setup docs

UID2 and Trade Desk FAQs

What is UID2?

Does Amperity automatically make every customer available through UID2?

Can I use email or phone instead of an existing UID2 attribute?

Can audiences reach connected TV?

How quickly are audience updates available?

Are offline events the same as audience updates?

Make your customer audience strategy useful across programmatic channels

Explore the identifiers, participation requirements and activation path for your team.

Get a demo