Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

The Trade Desk: Campaign Set-Up

1. The Desk: Hierarchy

Advertiser, Campaign, Ad GroupHierarchy

Fig 1. Advertiser, Campaign, Ad GroupHierarchy

RTB Ad GroupAudience Hierarchy: Retargeting example

Fig 2. Data elements make up a Data Group. An Audience is comprised of

included and excluded Data Groups.
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Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

Data Element First party pixels (e.g. visitors to homepage, converters on purchase
page) or 3rd party data segments (e.g. in-market auto)
Data Group Groups of Data Elements. Data groups are the “OR” statement of a
venn diagram
Audience Data Group Intersections. Audiences are the “AND” Statement of a
venn diagram

Anatomy of an Audience

Fig 3. Venn Diagram of audience set-up

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Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

2. Navigation Overview
Upper Right Menus

“Create” Menu You can easily create items with one click from the “+” create menu.
In order to see the full list, you must be inside an advertiser. From
this menu you can create:
 Advertiser
 Campaign
 Tracking Tag* (Pixels – Retargeting, Conversion)
 Geo Location* (Custom Zip targeting)
 Creative*
 Audience*
 Site and Category lists*
*There are additional training materials and modules on these topics
Reports Menu Pull RTB/Agile or HD reports. See our Reporting training module for
more detail.
User Menu Submit a support ticket, Link to the self-serve Wiki. Change your
password and assign your favorite advertisers under “settings.”

Advertiser-Level Menu
Once you have clicked into an Advertiser, you will now see a secondary level of
navigation, the advertiser-level menu. From here you can access the creative
libraries, pixels, site lists and geo locations specific to that Advertiser under the
“Libraries” tab.

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Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

Access the DMP from the “Data Platform” selection.

Typical Order of Campaign Set-Up (First Party Data User Targeted):

1. Create Advertiser
2. Create Pixels. Advertiser > Libraries > Tracking Tags
 Placing pixels as soon as possible will ensure your pool of users is
sufficient to target against.
3. Create your Audience
4. Upload Creative, custom geos, or Site Lists from the “Libraries” menu
5. Set-up Campaign and Adgroups

4. Creating an Advertiser
The first step to having a live campaign in The Trade Desk is to set up your
Advertiser. Review Fig. 1 for hierarchy.

Select “Advertiser from the “Create” menu

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Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

The Advertiser set-up wizard will guide you through the creation:

Name* Name your advertiser

Description
Attribution Windows *
(Click, Impressions)
De-Duplication
Windows (Clicks,
Conversions) *
Industry Category
If you are not sure of attribution or de-dupe windows, leave at default settings.
Optional Advertiser description
When The Trade Desk performs click and impression attribution for
your conversions, this is the number of days in history that will be
considered for attribution
When The Trade Desk performs click and impression attribution for
your conversions, similar clicks and conversions will be considered
duplicates if they are within these windows. You can set these in units
of minutes, hours and days with the max setting being 90 days. Set
these to zero to disable de-duplication
Optional. This informs auto-optimization feature to make informed
choices and recommendations based on the industry you are in. This
can also be set at the Ad Group level, which will override the
campaign setting.

Tip: Now that you have your advertiser set up, it is helpful to make sure the
following are complete before setting up your campaign and adgroups:
1. Have you created and placed pixels for retargeting? (Module 3)
2. Have you uploaded creatives? (Module 4)

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This information is not intended for distribution outside of The Trade Desk and its partners and customers.

© 2013 The Trade Desk, Inc.

Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

5. Data Platform: Creating Data Groups and Audiences

For USER TARGED adgroups – e.g. Retargeting, 3 rd party data

Select “Audience” from the “Create” menu in the upper right navigation. OR you
can select “Data Platform” at the Advertiser-level menu and then select “+”

The wizard will walk you through naming your Audience:

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Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

Layout of Data Platform:

1. Data type area: Available data types are:

a. First Party Data – Tracking Tags / Pixels created in TTD
b. Third Party Data – Purchase 3rd party data on a CPM or %of spend
basis from 20+ data providers
c. Look-alike Modeling – Create a report of 3rd party data elements
that “look-like” your first-party data tracking tags
2. Data Element display area – Your pixels or 3rd party data will display
here
3. Included Data Groups– Add individual Data Elements together to form
Data Groups to “include” (See Fig 2)
4. Excluded Data Groups – Add individual Data Elements together to form
Data Groups to “exclude” (See Fig 2)

Click “New Data Group” to create a Data Group

Remember: (See Fig 3)

 By adding multiple elements to a Data Group, you are growing the
segment with an “OR” statement.
 By adding multiple Data Groups, you are shrinking the segment with
an intersection “AND” statement

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This information is not intended for distribution outside of The Trade Desk and its partners and customers.

© 2013 The Trade Desk, Inc.

Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

6. Creating a Campaign
Select “Campaign” from the “Create” menu in the upper right navigation. OR you
can select “Campaigns” at the Advertiser-level menu and then select “+”

The wizard will walk you through campaign creation:

Campaign Name* Name your Campaign

Partner Rates Optional rate you can add as your agency commission. These
fees are independent of TTD fees, which are already built into
CPMs. “Advertiser Cost” in reporting includes the partner rate.
USD Budget Cap* Required. This amount will fund the Ad Group under this
campaign.
Impression Cap Optional. The system will cut off at whichever is met first:
impression cap or USD cap.
Spend Prioritization Optional. The Spend Prioritization feature allows the user to
Enabled assign a rank to each Ad Group. The system will allocate budget
to the highest ranking Ad Group first, maximizing spend on the
Ad Group the user has designated as highest priority. (additional
documentation in Document Library)
Daily Cap in USD Only required if you enable Spend Prioritization. The amount of
budget per day the campaign should spend.
Daily Cap in Impressions Optional. The amount of impressions per day the campaign
should deliver.
Flight Date Start* First date of campaign, in GMT
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Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

Flight Date End* Last date of campaign, in GMT

Reporting Column If you have conversion pixels you need to report on, you must
Assignments map your conversion pixels into reporting columns. Drag and
drop conversion pixels from the right to the left. Put them in
priority order with your main conversion metric at the top.
Retro-reporting for un-mapped pixels is not possible.

7. Creating RTB Ad Groups

RTB Ad Groups can be thought of as the different strategies of the campaign. All
the bids, geos, site lists, creative, frequency, time adjustments, and budgeting
occurs at the Ad Group level.

Select “Ad Group” from the “Create” menu in the upper right navigation. OR you
can select “Campaigns” at the Advertiser-level menu, go into your campaign, and
then select “+” with “RTB Ad Group” highlighted in the left nav.

The wizard will walk you through RTB Ad Group Creation

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This information is not intended for distribution outside of The Trade Desk and its partners and customers.

© 2013 The Trade Desk, Inc.

Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

Goals
Base Bid* The Base Bid is the CPM you will bid if no other bid adjustments are
applied. All the bid adjustments work as multipliers off of the base bid.
Max Bid* The Max Bid is upper ceiling to your bids; it represents the top CPM
amount you are willing to pay. Even if you put a multiplier of 100 as bid
factor you will not exceed your Max Bid.
Best practice: your max bid should be 3x your base bid, so that your
optimizations have room to be implemented.
Goals* CTR, CPC, CPA, Reach, No Target
Select your goal in order to inform System Optimizations (see below)

Industry Category Choose the industry category that this Ad Group is associated with. The
advertiser's industry category is selected by default.

This informs auto-optimization feature to make informed choices and

recommendations based on the industry you are in. The campaign level
selection is chosen by default; however the Ad Group level selection will
override the campaign level.
System Optimizations Creative Optimizations: Applicable to creative of the same ad format.
When creative optimization is on, the system will weight creative based
on performance metric indicated as your “Goal.” If turned off, all creative
of same ad format will rotate evenly

Audience
Audience* Target Existing Audience
Target Everyone (ROE)
rd
If your Ad Group is user targeted (e.g. Retargeting, 3 party data),
clicking “Target Existing Audience” will reveal a drop-box where you can
select the audience you set up.

If your Ad Groupis not user targeted (e.g. contextual targeting, site list
targeting, ROE) then, select “Target Everyone”
Exclude Low Value / The Trade Desk will automatically exclude data segments that have a
Include High Value low correlation or target/include segments with a high correlation to the
actions you are trying to drive. This auto optimization feature can be
thought of as auto-tuned lookalike modeling.
Recency Schedule Create a bidding schedule to target users based on the time since they
were last on your site – their recency. For example, bid up on users that
have been on your site within the past 12 hours.

Locations
Geo Selection Table There are many pre-set geos available for you to choose from. This is
also where you will find the custom geos you have uploaded under
Libraries > Geo Locations. Use the search function to find it by name.
To apply geos, click “+” to move them from the left “available” to right
side “applied”
Tip: To exclude a geo, set the bid adjustment to 0. For example, if you
want to target all of California except for Los Angeles, select California
with a bid adjustment of 1, and select the LA DMA with a bid adjustment
of 0
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This information is not intended for distribution outside of The Trade Desk and its partners and customers.

© 2013 The Trade Desk, Inc.

Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

Creatives & Frequency

Creatives* Any creative uploaded for this advertiser will appear as “eligible”
Use the search function to find creatives, then associate creatives with
your ad group by clicking the plus sign
Frequency Pricing Set a frequency slope to bid less on each subsequent ad shown to the
Slope same user (e.g.“ -.20” will bid $.20 less every time the ad is shown to
that user)
Frequency Pricing F- Default 3/8
Cap You can adjust both the numerator and denominator, and the
denominator can be set in decimals (e.g., 10/24, 3/2, 2/0.5)

Budget
USD Budget* The amount of the total campaign budget that is allocated to this Ad
Group/strategy
Impression Budget Optionally required if you are pacing to impressions – the amount of
campaign impression budget that is allocated to this Ad Group/strategy.

If you use both the USD Budget and the Impressions Budget together,
your campaign will stop at whichever cap it hits first.
Pacing On/Off Pacing OFF = the system will spend Daily USD target budget as quickly
as it can find intended sites and users. (recommended for smaller
cookie pools, retargeting, user targeting)

Pacing ON = the system will pace Daily USD target budget evenly over
the day (recommended for any non-user targeted ad groups)
Daily USD Target* The amount of the Ad Group USD budget to spend per day.
Daily Impression Optionally required if you are pacing to impressions – the amount of Ad
Target Group impression budget to deliver per day.

Details
Name * Name of the Ad Group
Description A brief description to give more context about the Ad Group.
Status – Set Live Setting your Ad Group live will enable it to start spending immediately.

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© 2013 The Trade Desk, Inc.

Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

Ad Group Details page

Campaign Summary Page

Layout of Ad Group Details Page

1. Ad Group Settings Summary area: Quickly glance your bid settings and
delivery.
2. Ad Group Smart Tabs – Smart Tabs give you insights and
recommendations on the various aspects of the ad group. You will see
recommendations; warnings and issues that could prevent spend here.

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This information is not intended for distribution outside of The Trade Desk and its partners and customers.

© 2013 The Trade Desk, Inc.

Module 1: Intro to The Trade Desk: Campaign Set-Up 082013

3. Ad Group Details – Will change depending on what selection you choose

in the Ad Group Smart Tab menu.
4. Quick view Performance Graphs – Adjustable 7, 14, 30-day windows
(click gear in upper right)
5. Insights – Summary stats for the Ad Group – adjustable look back
windows for Today, Yesterday, 7, 14, 30, Month-To-Date, and Lifetime.

CONFIDENTIAL MATERIAL
This information is not intended for distribution outside of The Trade Desk and its partners and customers.

© 2013 The Trade Desk, Inc.