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Activate Measurement in The Trade Desk

Activating our real-time Footfall Measurement product in The Trade Desk

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Written by Cindy Hwang

Information Required

To activate Adsquare Measurement on The Trade Desk, ensure you provide:

  • Advertiser ID from The Trade Desk (Not the Partner ID)

  • List of POIs (locations) to monitor visits

  • Campaign dates

  • Expected ad impressions (minimum 2 million recommended for meaningful results)

Send this information to your Adsquare Account Manager or contact Adsquare Support at client-services@adsquare.com if you do not have an AM.

2. Adsquare Feasibility Check & Tag Creation

  • Adsquare will perform a feasibility check to confirm that your targeted locations have sufficient volume for accurate measurement.
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  • Adsquare will initiate the tag creation process based on your provided POIs and campaign details.
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Note: If your campaign targets more than 3 POIs, you will receive:

  • Adsquare Daily Tag: Provides hourly updates for high-frequency reporting.
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  • Adsquare Weekly Tag: Provides weekly summaries for broader analysis.
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If your campaign targets 3 POIs or fewer, only the Weekly Tag will be provided.

The Trade Desk accepts data only within a 28-day lookback period. Data older than 28 days will be ignored.

3. Implement Adsquare Tags in The Trade Desk

Once you receive the tags from Adsquare, follow these steps to implement them in The Trade Desk platform:

  1. Add Adsquare Tags
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    • Go to the Campaign Dashboard and click “Edit Reporting & Attribution.”
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    • Click “Add Conversion Data Source.”
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    • Select your Adsquare tags (Daily and/or Weekly) from the list.
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    • Best Practice: Install tags before the campaign start date.
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  2. Select Cross-Device Concept (Optional but Recommended)

    • Choose from:

      • Household level

      • Person level

      • None (if not needed)

    • If selecting Person level, choose a Cross-Device Vendor from the dropdown (e.g., Identity Alliance, LiveRamp, Tapad).
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  3. Save Your Settings

    • Click “Save” to activate measurement for your campaign.
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  4. Disabling Measurement (if needed)

To disable offline measurement, go to “Edit Reporting & Attribution” and remove the tags at any time.

4. Data Availability & Reporting

  • Visitation data becomes available 24 hours after impressions begin to run.

  • Data is delivered to The Trade Desk platform hourly.

Access insights in the “My Reports” dashboard to optimise campaigns and drive in-store foot traffic.

5. Overview about the Weekly feed and Daily feed

Setting Up Custom Grouping for POIs

  1. Automatic Grouping (Default)

    • Adsquare will handle automatic grouping of POIs unless specified otherwise.
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  2. Custom Grouping

    • To set custom groupings, share your POI list and desired grouping structure with your Adsquare Account Manager.

    • Use the provided template and notify Adsquare in advance to ensure proper setup.

Important:

  • Changing groups is not retroactive. New tags must be created for ongoing campaigns.

  • Reports will show conversions with the old grouping for past data and the new grouping for future data.
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Cross-Device Attribution

Enabling Cross-Device Attribution allows Adsquare to track conversions across multiple devices.

Recommendation:

  • Select a cross-device vendor during setup for accurate attribution.

  • Available vendors include Identity Alliance, LiveRamp, Tapad, and more.
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How It Works:

  • The Trade Desk analyses the attribution window to determine where and when media was served to users across devices.
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Reporting in The Trade Desk Platform

Adsquare measures footfall traffic metrics, which are available at:

  • Campaign level

  • Ad Group level

  • Log level

⏱ Data becomes available 24 hours after impressions start running.


All reporting is available in My Reports within The Trade Desk platform.

In this section, you can:

  • Download pre-made reports

  • Create a custom report

  • Customize metrics and dimensions

Most Common Report for Footfall Measurement

The most commonly used report for footfall analysis is: Conversion Details Report

This report provides detailed conversion-level data and is typically used for in-depth measurement and validation.

Additional Insights & Considerations

  • Multiple Configurations: You can attach multiple configurations to the same offline event, avoiding the need for numerous offline events.

  • Managing Offline Events: Adsquare does not automatically delete previously created offline events. Manage or delete them as needed.

  • Reactivating Configurations: If reactivating a past configuration, do so within 30 days. Otherwise, a new configuration must be created.

  • Updating Your POI List: During an active campaign, you can add or remove POIs by sending an updated list with changes clearly highlighted.

  • Adjusting Campaign Radius:

    • Reducing the radius: Backfill won’t work, as the matching process is already completed.

    • Expanding the radius: Allowed during an active campaign or attribution window.

  • Collaborative Ads: Currently, Adsquare cannot measure collaborative ads.

  • Updating Tags: Whenever there is a POI change, new tags will need to be issued for The Trade Desk based on how the daily tag groupings function to ensure no visitation measurement is missed for any new POIs added. When new tags are generated we recommend adding the new set of tags to a campaign instead of outright replacing the old tags, so no historical visitation data is lost. The historical tags are de-activated on Adsquare's end, so there is no additional fee to having multiple sets of tags applied for The Trade Desk campaigns.
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Troubleshooting

If conversions aren’t appearing in your reports:

  • Verify that your tags are correctly applied and settings are accurate (dates, POI list, data source).

  • If issues persist, please contact support.
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