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The Trade Desk

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The Trade Desk Universal Pixel (universal_pixel.js) is a client-side JavaScript library deployed by advertisers on their websites to collect data on user behavior and interactions. This script records events such as page views, product views, purchases, and other custom actions, which are then used to build audience segments, optimize advertising campaigns, and perform retargeting. It typically operates by sending data back to The Trade Desk's servers, enabling advertisers to understand user journeys and deliver more relevant ads across their platform and partner networks. Upon execution, the script may set and read cookies or leverage local storage to identify unique users, track sessions, and store information relevant to user interests or preferences. It plays a crucial role in programmatic advertising by providing the data necessary for real-time bidding platforms to make informed decisions about ad placement and targeting. The data collected helps in measuring the effectiveness of ad campaigns and improving return on ad spend.

Capabilities

The Trade Desk Universal Pixel provides robust capabilities for advertisers to understand and engage with their audience. It enables comprehensive user tracking across their digital properties, allowing for the creation of detailed audience segments based on behavior, demographics, and interests. This segmentation is critical for delivering highly personalized and relevant advertising. The pixel also facilitates precise campaign measurement, offering insights into conversions, return on ad spend, and overall campaign performance. Furthermore, it supports sophisticated retargeting strategies, allowing advertisers to re-engage users who have previously interacted with their brand but did not complete a desired action, such as a purchase. By collecting and processing these behavioral signals, the pixel helps optimize ad delivery, reduce wasted ad spend, and improve the efficiency and effectiveness of programmatic advertising campaigns.

  • Audience Segmentation
  • Campaign Measurement
  • Retargeting
  • Conversion Tracking
  • Data Collection
  • Programmatic Advertising

Digital Footprint

Known Cookies

TTD_ID
Used to store a unique identifier for the user's browser, enabling The Trade Desk to track user interactions across different websites and sessions for advertising purposes. • 1 year
TDID
Used for user identification and cross-device targeting to deliver relevant ads. • 1 year
_tt_enable_cookie
Indicates whether The Trade Desk's tracking cookie is enabled based on user consent. • 1 year
TTD_UID
A user ID for tracking and identifying users across different sites. • 1 year
TDCPM
Used for impression tracking, frequency capping, and ad campaign performance measurement. • 1 year
TDC
Used for general tracking and linking user IDs to publisher data for ad delivery. • 1 year

Endpoints

  • js.adsrvr.org
  • insight.adsrvr.org
  • idsync.analytics.yahoo.com
  • data.flashtalking.com
  • adsrvr.org

Security Incidents & Vulnerabilities

No known historical CVEs or supply chain attacks found for these specific resources.