In today’s fragmented media landscape, achieving a unified view of campaign performance across different platforms is a significant challenge. The newly released integration between Google Marketing Platform (GMP) and The Trade Desk (TTD) offers a powerful solution, enabling advertisers to seamlessly share data and gain deeper insights into their cross-platform efforts.
Understanding the Integration between the Google Marketing Platform and Trade Desk:
This integration primarily focuses on automation enabling quicker AdOps and being able to better measure TTD activity via Floodlight conversion data from GMP’s Campaign Manager 360, allowing you to measure multiple platforms with the same measurement metrics. This allows advertisers using TTD to optimise campaigns based on conversions tracked by Floodlights, providing a more comprehensive understanding of the customer journey and the impact of their advertising spend across different channels & platforms.
The Campaign Manager 360 and The Trade Desk integration lets you seamlessly send your ad placement tags to The Trade Desk.
Key Use Cases & Benefits:
- Automatic Sync: The Trade Desk integration allows you to link your Campaign Manager 360 account with your Trade Desk account and automatically sync your Campaign Manager 360 ad tags to The Trade Desk.
- Optimised Bidding Strategies: With simplified trafficking and access to conversion data, TTD users can refine their bidding strategies to focus on audiences and placements that are most likely to convert, leading to improved ROI.
- Improved Reporting and Analysis: Gain a more comprehensive understanding of campaign effectiveness by combining data from GMP and TTD into a single reporting view.
Making the Most of the Integration:
To maximise the value of the GMP and The Trade Desk integration, consider the following best practices:
- Proper Floodlight Setup: Ensure that your Floodlight activities are accurately configured in Campaign Manager 360 to track the conversions that are most important to your business.
- Strategic Audience Segmentation: Develop well-defined audience segments within TTD and leverage this automation to further segment your targeting structure to improve personalisation. & performance.
- Continuous Monitoring and Optimisation: Regularly monitor campaign performance and adjust your bidding strategies and creative assets based on the insights gained from the integration.
- Leverage Reporting Capabilities: Utilise the reporting features in both GMP and TTD to analyse campaign performance and identify areas for improvement.
Implementation Considerations:
- Linking Accounts: Linking your accounts requires obtaining the Trade Desk Advertiser ID and Authentication token. Ensure that these credentials are kept secure and updated as necessary.
- Data Mapping: Familiarise yourself with how Floodlight data is mapped to TTD dimensions to ensure accurate reporting and analysis.
- Troubleshooting: Pay attention to any error messages that may arise during the integration process and consult the documentation for guidance on resolving common issues.
Conclusion:
The Google Marketing Platform and The Trade Desk integration represents a significant step forward in enabling cross-channel advertising success. By leveraging the power of Floodlight conversion data within TTD, advertisers can gain deeper insights, optimise bidding strategies, and ultimately drive better results across their campaigns. Embrace this integration to unlock a new level of understanding and efficiency in your digital advertising efforts.
Navigating the integration between Google Marketing Platform and The Trade Desk can be complex. As a trusted GMP Partner in ANZ, XPON can help you to simplify the process and maximise the return from your AdTech. Schedule a free consultation with our experts to discuss your specific needs and discover how we can help you leverage this powerful integration for better results.