Utilizing First-Party Data within Site Retargeting
Learn how to utilize first-party data (emails) within our Site Retargeting product.
Overview
First-Party Data is a tactic (more specifically an additional audience) within Site Retargeting line items that leverages email address lists for precise audience targeting. This approach allows you to directly re-engage known customers and prospects across our programmatic network.
This tactic bridges the gap between an advertiser’s CRM and display ads, driving higher engagement by delivering personalized messaging to the people already most familiar with your brand.
Users must purchase Site Retargeting and the email list will be applied as an audience alongside the site retargeting audiences. This means we are not able to guarnatee delivery to the first-party data audience. Reporting by audience segment will be available by utilizing our Audience chart.
Requirements
In order to run first-party data, you will need to submit a Display > Site Retargeting order and attach the list of emails when creating the order or via messages after the order has been submitted.
List Requirements
| Email Quantity |
1,000 emails minimum 50,000 emails suggested for healthy delivery |
| File Format |
Excel or CSV Emails must be hashed utilizing SHA256. |
⚠️ A new hashed email list must be provided to us every six months as The Trade Desk removes all audiences after six months to maintain security and compliance.
We also remove any uploaded file with personally identifiable information (PII) from Ui.Marketing after it has been uploaded to the The Trade Desk.
Campaign Geographical Targeting
We highly suggest country-wide targeting for your Site Retargeting + First-Party Data campaign. This ensures we reach these specific users regardless of where they are. Since we already know who these users are, we don't need to limit the reach of the ads with a geo.
If more specific geo targeting is required, we suggest DMA or a large city-level.