Trade Desk Universal Pixel Setup Guide for Tealium iQ

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The Trade Desk Universal Pixel enables marketers to gain more visibility into user data, and analyze reporting at a more granular level using the Data Element Report.

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Tag Configuration

First, go to Tealium's Tag Marketplace and add the The Trade Desk Universal Pixel Tag to your profile (how to add a Tag?).

After adding the Tag, configure the below settings:

1. Advertiser ID: Enter your Advertiser ID supplied by Trade Desk. This is present in your Universal Pixel Tag.
2. Pixel ID: Enter your Pixel ID supplied by Trade Desk. This is present in your Universal Pixel Tag.
3. Pixel Tag ID: Enter the alphanumeric string of the <div> ID to be appended to the page. Don't include the ttdUniversalPixelTag string.
   E.g. If your ID is ttdUniversalPixelTag18r0156a77010366s9bn92m452l80672, then the Pixel Tag ID becomes 18r0156a77010366s9bn92m452l80672.

Use Data Mappings (see below) if you prefer to configure the Tag Settings dynamically.

Load Rules

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

Recommended Load Rule: Load on all pages.

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.

The destination variables for the The Trade Desk Universal Pixel Tag are built into its Data Mapping tab. Available categories are:

Standard

Destination Name	Description
Advertiser ID	Unique advertiser identifier supplied by Trade Desk
Pixel ID	Unique pixel identifier supplied by Trade Desk
Pixel Tag ID	The ID value of the <div> to be appended to the page.

Consent (GDPR)

The consent parameters follow the IAB specification for URL-based services.

Reference: IAB GDPR Consent Passing for URL-Based Services

The creator of the URL should ensure these parameters are added only once and are passed to services that are expecting them and can properly handle them.

Destination Name	Value	Description
gdpr	0 / 1	Determines if GDPR should apply to the user. Value of "1" means yes, default value of "0" means no.
gdpr_consent	URL-safe base64-encoded GDPR consent string	This parameter should only be passed if gdpr has a value of "1" and gdpr_consent is not an empty string.
gdpr_pd	0 / 1	This parameter is optional and determines if personal data is included. Value of "1" means yes, default value of "0" means no.

Other personal data, such as IP addresses or tracking pixel cookies, may be passed as part of the request. The  gdpr and gdpr_consent parameters should be used by the callee to determine whether an identifier cookie or other personal data can be set and/or used.