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Cookie Mapping


Cookie mapping is an important process that allows both The Trade Desk and a data provider to
come to a common understanding about their respective user IDs for the same
user/browser/device. It allows us to map The Trade Desk’s unique user ID to the unique user ID
of our partner. During this process our partners are responsible for initiating the cookie sync
and storing a match table of all user mapping.


Tag deployment is necessary for successful Cookie Mapping. The Trade Desk Match Tag must be
placed in the user’s browser using one of the following methods:

Pixel placement on served ads

Pixel deployment on accessible web properties

The Trade Desk Match Tag records incoming requests and issues a 302 Redirect to the partner
to capture our unique ID. The instance captured by the redirect will be used to show
relationship within the request funnel.


Below you can find the definitions of the parameters in our cookie mapping service

Partner Identifier The Trade Desk provided cookie partner ID.

Please Note: The partner should only serve this parameter if the
partner does not already have a Match for this user (or if that
entry is old)
Partner User ID Represents the Partner ID

This is an optional parameter that is used to pass a partner

specific ID
Trade Desk ID The Trade Desk unique user identifier; the cookie ID
Cookie Mapping Cycle

An example scenario of the steps involved in the cookie mapping process is outlined below:

A partner will need to provide The Trade Desk their cookie mapping pixel. We will configure this
as the pixel to issue a 302 direct when a cookie mapping request is made. Note PUID is optional


To initiate a cookie map request, a partner will call our match tag. We will supply the match tag
during configuration. In the example below, the partner is including an internal ID in the PUID


Our 302 redirect would respond with our TDID and the PUID if one was passed:


Partner The Trade Desk

Pixel Deployment & Appended

IDs. Partner initiates cookie TTD Receive Web Request
mapping request

Partner system logs cookie TTD sends cookie map request

mapping request back to Partner system (302

Partner system stores cookie

Association (Partner ID -to-
TTD User ID)