Expand Advertising Reach & Flexibility with The Trade Desk (TTD) Integration

Lori Mendel

The 6sense segment sync integration with The Trade Desk allows mutual customers to push first- and third-party audience segments directly to one of the world’s largest demand-side platforms. You can activate dynamic, highly targeted 6sense audiences directly in The Trade Desk across programmatic display, video, native, and CTV ad formats. This enables scalable reach for advertisers looking to go beyond walled gardens.

The direct integration enables dynamic, automated audience updates, faster campaign optimization, and lower costs by eliminating intermediary fees.

Read on or watch the video below to learn more…

https://6senseinc.wistia.com/medias/wcrk2ezgwd

Eligibility & Pricing

The Trade Desk segment sync integration is included at no additional cost for all 6sense customers with an ABM subscription. You can sync unlimited segments to The Trade Desk, and the syncs will not count toward your contracted sync limits.

The Trade Desk charges a usage fee for any segments made available in its data marketplace. This fee is billed directly by The Trade Desk and is separate from your ABM subscription. You can find more details in our knowledge base or The Trade Desk Data Marketplace.

How it Works

Start by building dynamic account-based segments with 6sense data using over 80 filters and real-time buying intent and behavior. Once you have your 6sense segment, you’ll initiate a sync.

Before sending to The Trade Desk, 6sense uses contact-based matching for verified, high-quality audience segments. Unlike other data providers, we don’t rely on probabilistic guessing or cookies, which are typically less reliable.

Next, we enrich your first-party contacts by adding personal and work emails, as well as phone numbers sourced from 6sense’s proprietary ID graph. We also identify additional contacts in those accounts. This approach enhances identification, expands enrichment, and improves targeting accuracy. Additionally, all email addresses and phone numbers are converted to UID2s before being synced to The Trade Desk, ensuring privacy-compliant data handling.

The result? High-quality, more accurate targeting because every contact 6sense adds to the segment is a verified match, not a statistical guess, delivering better campaign performance and less wasted ad spend on irrelevant audiences.

Customers are seeing:

• Average match rate of 70% for North America (the number of contacts/UID2s recognized by TTD after syncing)
• 80% of the audience comes from 6sense third-party data sets
• 23% of customers’ first-party contacts are enriched by 6sense with at least 1 email or 1 phone number

6sense segments fully activate on The Trade Desk within 48-72 hours, then refresh daily.

Once activated in The Trade Desk, you can target high-value 6sense audiences across digital properties with access to premium inventory and PMP deals. The integration supports flexible targeting strategies, including inclusion, exclusion, and look-alike audience targeting to maximize campaign effectiveness.

Best Practices

To optimize reach, performance, and privacy-compliant targeting, follow these best practices.

• User consent is required for syncing 6sense segments to The Trade Desk. Please ensure all first-party data used in audience syncs is properly consented for advertising use.
• The Trade Desk requires a minimum audience of at least 1,000 contacts to initiate a sync. 6sense will provide an estimated audience and prompt you if there aren’t enough contacts. It’s best to start with a large 6sense segment. You can further refine your targeting by applying filters within The Trade Desk campaign settings.
• We see the best performance when targeting North American audiences. 6sense doesn’t prevent you from targeting other regions, but data is more readily available within North America.

By integrating 6sense with The Trade Desk, your teams can deliver personalized, data-driven campaigns and effectively reach high-value prospects through programmatic display, video, native, and connected TV.

Additional Resources

6sense customers can find additional resources in 6sense Academy or our knowledge base.

• 6sense Segments for The Trade Desk (course)
• 6sense Segments for The Trade Desk (knowledge base)

We'd love to hear how you're using dynamic, 6sense-enriched audiences in your TTD campaigns. Please comment below.