6sense Segments for The Trade Desk

Overview

6sense Segments integration with The Trade Desk (TTD) allows your marketing and advertising teams to send first-party and third-party audience segments from 6sense into TTD. TTD is a demand-side platform (DSP) for buying ads across the internet.

By integrating 6sense with TTD, your teams can deliver personalized, data-driven campaigns across digital channels. Therefore, your business can effectively reach high-value prospects through programmatic advertising, including display, video, native, and connected TV (CTV).

Key benefits

• Improved targeting – Use enriched contact and company attributes to deliver ads to the right individual.

• Expanded reach – Add verified emails and phone numbers to increase match rates on ad platforms.

• Cross-channel activation – Run campaigns across display, video, native, and CTV from a single platform.

• Streamlined activation – Sync enriched segments directly from 6sense to TTD without manual data transfers.

Refresh frequency

Segments are refreshed daily based on updated membership and UID2 availability.

Sync limits

6sense does not impose limits on the number of active segments you can sync to TTD. TTD will apply usage-based fees based on your campaign spend. For details, refer to the TTD Data Marketplace.

Data privacy and consent

You are responsible for ensuring that all first-party data used in syncing has proper consent for advertising purposes. Visit the 'Contact Consent Management' page under 'Advertising' within 6sense Settings to manage contact exclusions.

Handling expired UIDs

UID2s are refreshed daily. Expired identifiers are automatically excluded from syncs to maintain data hygiene.

Integration workflow

6sense improves your audience segments before syncing them to TTD, helping you reach more of the right people with greater precision.  

1. Starts with first-party and third-party data:

   1. The first-party data is already available within the company, such as website visitors or CRM contacts.

   2. 6sense adds more emails and phone numbers of contacts that are not part of the customers' CRM. For example, even though abc@example.com is not in your CRM, 6sense can find and include that person in a segment. As a result, the data depth increases significantly without any cost.

2. Enriches data: 6sense enriches your data with more information, such as work emails, personal emails, and phone numbers, using its company and people data. The enrichment helps to:

   1. Identify the people more precisely.

   2. Increase the chance of reaching them with ads.

3. Ensures privacy compliance: All email addresses and phone numbers are converted to UID2s to ensure privacy-compliant data handling. 6sense refreshes UID2s daily to exclude expired identifiers from sync.

4. Syncs enriched segments to TTD: Once enriched, the audience segments are synced directly to TTD. The sync can take up to 72 hours to complete. After integrating 6sense with TTD:

   1. The data is available for various programmatic advertising formats such as:

      1. Display ads

      2. Video ads

      3. Native advertising

      4. CTV

      5. Private Marketplace (PMP) deal

   2. You can use all TTD capabilities using the 6sense segment.

Page overview: 6sense segments for The Trade Desk

The 6sense segments for The Trade Desk page allows you to configure and manage your segment sync integration with TTD.

Advertiser management

You can add or manage advertiser accounts connected to TTD.

• Advertiser name and ID: You must enter the exact advertiser ID as configured in your TTD account. Advertiser name is for your reference. To get your TTD Advertiser ID, follow the procedure below:

  1. Log in to The Trade Desk:

  2. Navigate to Advertiser Preferences.

  3. On the Advertiser Preferences page, you should see your Advertiser ID displayed.

• Active sync: Displays how many audience segments are currently synced to the corresponding advertiser.

• Active toggle: Enables or disables the sync for the corresponding advertiser.

• Actions:

  • Edit: Modify advertiser details such as name and ID depending on sync status.

  • Delete: Remove an advertiser entry if it’s not in use.

    Note: If there are historical syncs associated with the advertiser, you can’t delete them.

Editing and deleting rules:

• You can remove the Advertiser ID if no segments are syncing; however, if historical syncs are present, you can’t remove the advertiser, but you can disable them.

• You can’t edit the Advertiser ID if the advertiser is actively syncing segments.

• You can edit either the name or the ID if the advertiser status is “Update in progress”.

Disabling an advertiser has the following effects:

• New syncs cannot be initiated for the disabled advertiser.

• Existing syncs are deactivated and will stop syncing to The Trade Desk (TTD). These syncs will remain visible in the TTD Audience Builder for up to 90 days for usage purposes.

• Active campaigns are not affected. Any campaigns using these synced segments will continue to run as configured.

Integration’s state

The Integration status panel provides an at-a-glance view of the current Integration’s state.

• Integration Status:

  • Active: At least one advertiser ID is active. The integration is ready to use, and you can start syncing segments.

  • Inactive: No advertiser IDs are currently active. This is a user-initiated state, and the feature is unavailable until at least one advertiser is activated.

  • Error: The integration has encountered a technical issue, either internally within 6sense or externally on the TTD. The most common cause is an invalid Advertiser ID. Ensure the advertiser ID matches with your TTD account ID.

• Segments sync: Shows the number of active segments syncs versus the total segments syncs added.

• Date unlocked: The date and time the integration was enabled.

• Unlocked by: The email ID of the user who enabled the integration.

• Lock Integration: Allows locking or unlocking the TTD integration.

  • Only Admin users can lock or unlock the integration.

Unlock The Trade Desk feature

Prerequisite

Before you unlock the TTD feature, you must have the following:

• Admin access within your 6sense ABM platform account to unlock the feature.

Step-by-step procedure

Follow the procedure below to enable TTD in 6sense:

1. Sign in to your 6sense ABM platform.

2. Go to Settings > Advertising.

3. Select 6sense Segments for The Trade Desk.

4. Select Unlock.

   Note: Only Admin users can unlock the TTD feature.

Integrate TTD with 6sense

Prerequisite

Before you integrate the TTD feature with 6sense, you must have the following:

• TTD Advertiser ID. To get your TTD Advertiser ID, follow the procedure below:

  1. Log in to The Trade Desk:

  2. Navigate to Advertiser Preferences.

  3. On the Advertiser Preferences page, you should see your Advertiser ID displayed.

Step-by-step procedure

1. Sign in to your 6sense ABM platform.

2. Go to Settings > Advertising.

3. Select 6sense Segments for The Trade Desk.

4. In the 6sense Segments for The Trade Desk page, enter Advertiser ID in the ID field and enter Advertiser name in the Advertiser name field.

   Note: Advertiser ID must match your TTD account ID. If the Advertiser ID doesn’t match with your TTD account, your segments may sync to the wrong account, or the syncing may fail.

5. Select the +Add button.

Syncing audience segments

Prerequisite

Before you unlock the TTD feature, you must have the following:

• Admin or marketing access within your 6sense ABM platform account to initiate syncs.

Step-by-step procedure

1. Sign in to your 6sense ABM platform.

2. Select the Advertising section in 6sense.

3. Select the Segment Sync tab.

4. Select Create Sync.

5. Choose the Segment you want to sync.

6. Select The Trade Desk as the platform.

7. Choose the appropriate Advertiser ID from the dropdown.

8. Select Sync.

   Syncing can take up to 72 hours for segments to fully sync with The Trade Desk. After syncing, you can use the segments in your campaigns.

If you encounter any issues syncing the segments, refer to the troubleshooting topics below to learn how to resolve them.

Verify 6sense segments in TTD after syncing

After syncing audience segments from 6sense to TTD, you can locate and verify those segments in the Audience Builder tab within the TTD platform.

Step-by-step procedure

To locate synced 6sense segments:

1. Log in to your TTD account.

2. Navigate to the Audience Builder tab.

3. In the filters panel, set the Provider filter to 6sense.

   You will see a list of all audience segments synced from 6sense to your TTD account as shown below. You can use these segments in your campaigns. If you don’t see the segments, refer to the Segments not syncing topic to troubleshoot the issue.

   

Troubleshooting

Invalid advertiser ID error

Problem

An advertiser row displays a red “Invalid advertiser ID” message.

Possible causes

• The advertiser ID entered does not match the ID in The Trade Desk account.

• The ID was entered incorrectly.

Solution

1. Log in to The Trade Desk.

2. Navigate to Advertiser Preferences.

3. On the Advertiser Preferences page, you should see your Advertiser ID displayed.

4. Compare the entered ID with the ID in TTD for discrepancies.

5. Update the ID to match exactly with TTD account.

Unable to edit advertiser name or ID

Problem

The Edit () icon is disabled, or changes to the advertiser’s name or ID are not allowed.

Possible causes

• If the segment sync is active.

• If status is "Update in progress”.

• If any sync has been recorded for an advertiser ID, even just one. The system disables the Edit ()icon and prevents deletion of the historical record. This behavior is by design to ensure audit integrity and maintain a complete data history.

Solution

• If no segments are synced, delete and re-add the advertiser to start over.

• If you need to edit the advertiser ID, you must disable the advertiser and then add the correct or updated advertiser ID.

Segments not syncing

Problem

Segments aren’t appearing in the Trade Desk after 72 hours or show 0 active syncs.

Possible causes

• The advertiser ID entered does not match the ID in The Trade Desk account.

• The advertiser integration is not active.

• The segments’ syncing process hasn’t completed 72 hours.

• The Active toggle key in the 6sense segments for The Trade Desk page for the corresponding advertiser is disabled.

Solution

1. Compare the advertiser ID entered in the 6sense Segments for The Trade Desk page with the ID in TTD for discrepancies.

2. Verify the Integration status is Active.

3. Ensure the advertiser’s Active toggle is enabled.

4. Allow 72 hours to complete the sync process.

5. If the issue persists, contact your 6sense support team.