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The Trade Desk
The Trade Desk is configured as an attribution-only integration in OneView. OneView tracks The Trade Desk touchpoints for attribution and includes them in merit-based routing decisions, but does not send conversion data back to The Trade Desk's API.
No conversion data is sent back to The Trade Desk. If you need conversion data sent to The Trade Desk for campaign optimization, use The Trade Desk's native tracking or request a full Conversion API integration.

Merit-Based Routing

When The Trade Desk touchpoints overlap with Conversion API platforms (like Google Ads or Meta), merit-based routing determines which platform receives the conversion based on your attribution model and conversion merit. If The Trade Desk wins attribution, the conversion is recorded in OneView but not sent anywhere.

Setup

Configure UTM parameters in your The Trade Desk campaigns with utm_source identifying the platform. OneView automatically captures UTM parameters from all traffic sources—no additional configuration needed.
When overlapping conversions occur, merit-based routing evaluates all touchpoints, including attribution-only platforms:
  1. OneView collects touchpoints from all sources (The Trade Desk via UTM, Conversion API platforms via click identifiers)
  2. Your attribution model determines which touchpoint gets credit
  3. If the winner is a Conversion API platform (e.g., Google Ads, Meta), OneView sends the conversion to that platform's API
  4. If the winner is attribution-only (e.g., The Trade Desk), the conversion is recorded in OneView but not sent anywhere
  5. The Trade Desk remains visible in reports showing it was part of the customer journey

Next Steps

Learn about merit-based routing

Understand how OneView routes overlapping conversions based on attribution merit.

Learn about conversions

Understand how OneView processes conversions across platforms.