This article describes how to configure The Trade Desk Cookie Matching Service tag in your Tealium iQ account.

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Please note cookie-sync tags will cause events to be sent to AudienceStream. If you have not configured the tag correctly this can cause a surge of events.

if you are concerned that you have not set this up correctly please reach out to our support team to assist you before going live.

How It Works

This solution involves Tealium iQ and AudienceStream. The Trade Desk Cookie Matching Service tag populates a new variable named "ttd_uuid". It is stored as a session cookie as well as a standard data layer variable. You will create new variables for each of these so that they can be used in a load rule condition and made available to your AudienceStream account.

The Trade Desk Cookie Matching Service tag communicates with the Trade Desk servers to request the current user's identifier. When this value is returned to the tag it is passed on to the AudienceStream data collection servers so that it can be used to populate a visitor attribute containing the synced user ID. This attribute can then be used in The Trade Desk connector actions.

Data Layer Variables

Before you add the tag, create the following data layer variables:

  •  ttd_uuid - UDO Variable
  •  utag_main_ttd_uuid - First Party Cookie

These variables will be populated automatically by the cookie matching tag.


Tag Configuration

Go to the Tag Marketplace and add the Trade Desk Cookie Matching Service tag (see how to add a tag).

After adding the tag, configure the below settings:

  • Tealium Account - leave blank unless sending The Trade Desk user ID to a different account.
  • Tealium Profileleave blank unless sending The Trade Desk user ID to a different profile.

Load Rules

Load Rules determine when and where to load an instance of this tag on your site.

This tag only needs to run if the cookie match has not already occurred. You can determine this by using the cookie variable utag_main_ttd_uuid in a load rule condition such as:

 utag_main_ttd_uuid is not defined


Data Mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor Tag. For instructions on how to map a variable to a tag destination, see Data Mappings.

Destination Name Description
Tealium Account (tealium_account) The Tealium account to sync the user ID to (defaults to current account).
Tealium Profile (tealium_profile) The Tealium profile to sync the user ID to (defauls to current profile).
gdpr  Indicate if GDPR applied to current user: "1" = GDPR applies to current user, default is "0".
gdpr_consent_string Base 64 url-encoded GDPR consent string.
Order ID
Overrides the _corder E-Commerce extension value.

AudienceStream Setup

Once you save and publish your iQ changes to Prod, the new variables will be available to use in AudienceStream. The ttd_uuid variable will come across to AudienceStream as an event attribute, but we want to save it as a visitor attribute so that it can be used in The Trade Desk connector action.

To add a visitor attribute to store the ttd_uuid:

  1. Navigate to AudienceStream > Attributes.
  2. Click +Add Attribute and select Visitor scope, then String data type.
  3. Enter the name "Trade Desk User ID"
  4. Click Add Enrichment and select Set String.
  5. From Set String to drop-down menu select ttd_uuid.
  6. Click Finish.


You can now create audiences of visitors that have their Trade Desk User ID populated. Those audiences will be used as the data source for connection actions with The Trade Desk. You will map this attribute to the "Trade Desk ID (TDID)" parameter in The Trade Desk connector actions.