The Trade Desk Integration

The Trade Desk is the largest independent demand-side platform, which matters because "independent" means it operates outside the walled gardens of Google and Meta and isn't trying to push you into a single stack. CTV, audio, display, video, native, premium publisher inventory across every major exchange — the breadth is genuinely there. So is the data depth: Trade Desk's reporting is among the best in the industry for cross-format performance analysis.

The problem most teams hit isn't access or capability. It's that Trade Desk's reporting lives apart from the rest of your media, and tying it back to downstream revenue usually means pulling reports, pasting into Sheets, and crossing your fingers that nobody asks a follow-up question. The Routy integration with The Trade Desk closes that gap by pulling spend and performance data into Routy on a continuous schedule so programmatic sits next to everything else you measure.

After connecting, the following becomes available in your Routy reports:

• Spend at the campaign, ad group, and creative level across every inventory type the account is running on (CTV, audio, display, video, native)
• Impressions, clicks, video completions, viewability, and the cross-format engagement metrics Trade Desk exposes
• Conversion attribution that ties every conversion Routy tracks back to the Trade Desk campaign, ad group, and creative behind the click or view
• Cross-channel reporting that puts programmatic alongside your search, social, and direct media on the same terms

As with most enterprise programmatic platforms, the integration is primarily one-direction: data flows from The Trade Desk into Routy. The Trade Desk's bidding optimisation works through its own first-party measurement and attribution stack, which is more sophisticated than the simple conversion-upload model used by Meta or Google Ads.

You connect your Trade Desk account through The Trade Desk's authentication flow. Once connected, performance data pulls from the Trade Desk Reporting API on a regular schedule and gets reconciled against the conversions already flowing through Routy.

A few things worth knowing before you connect:

• The Trade Desk operates on a seat basis. If your operation runs programmatic through an agency or trading desk, the seat is on their side, and the connection needs to be authorised through their account or with their permission.
• The Trade Desk Reporting API returns data at different latencies depending on the report type. Spend and impression data tend to update faster than viewability and brand-safety metrics, which can lag by hours or in some cases by a day.
• The Trade Desk integrates natively with a range of measurement partners (LiveRamp, Nielsen, IAS, and others). If you're using one of those for attribution, the Routy integration runs alongside it — Routy provides the cross-channel attribution view; the measurement partners provide the platform-specific data quality and verification.

Programmatic spend tends to be the largest line item that nobody in the affiliate operation feels confident defending. The data is good, the targeting is good, and the campaigns are usually doing what they're supposed to be doing, but the reporting lives in a place that requires translation every time someone outside the programmatic team wants to look at it. Over time, that translation tax pushes programmatic to the margins of the planning conversation, even when it's producing.

Connecting Routy puts Trade Desk data on the same reporting footing as everything else. The cross-channel media planning conversation can finally be conducted in one set of numbers, with one set of attribution rules, against one source of conversion truth. For operations running The Trade Desk alongside search, social, and native, this is what makes the programmatic line item defensible — not because the underlying performance changes, but because the visibility into it does.