Why Treasure Data’s Support for Unified ID 2.0 Is a Smarter Way to Power Identity and Performance

If you’re a modern marketer trying to make sense of today’s fragmented, privacy-first advertising landscape, you’re not alone. With third-party cookies fading, increasing pressure to prove ROI, and growing limitations from walled gardens, marketers are being pushed to activate and measure their first-party data like never before.

That’s exactly where Treasure Data’s native support of Unified ID 2.0 (UID2), pioneered by The Trade Desk, is delivering results. It’s not just another integration; it’s a high-impact collaboration that helps brands activate their data more intelligently, spend more efficiently, and finally measure what’s actually working.

So what makes this partnership so powerful? Let’s break it down.

Complete the loop: Activate, convert, analyze

One of the biggest challenges in digital advertising is closing the loop between who you’re targeting, who actually converts, and how those insights can improve future campaigns. Treasure Data can enable activation, conversion, and post-campaign analysis with The Trade Desk. 

That means brands can push audiences directly from Treasure Data into The Trade Desk platform for campaign activation. As those campaigns run, they can also send real-time conversion signals (via CAPI) and even pull back row-level exposure logs. 

Exposure logs provide detailed metadata about each ad impression, including when it was served, on which channel, and with what creative, tied to specific customers. This level of granularity allows marketers to directly connect ad exposure to real-world outcomes, creating a  feedback loop that supports better targeting, more accurate measurement, and smarter AI-driven bidding across the entire funnel.

Most CDPs stop at audience activation. Treasure Data keeps going, giving you visibility into what happened after the ad was served, and the ability to act on that data in real time.

Case study: Treasure Data, The Trade Desk, and UID2

A major quick-service restaurant brand used Treasure Data’s support for UID2 to activate first-party audiences and saw those segments outperform third-party enriched audiences across every metric.

The company experienced a 36% drop in CPMs and higher conversions by using Treasure Data’s high-quality audience segments to train The Trade Desk’s bidding models. These seed audiences included frequent buyers, loyal customers, and high-intent users, segments built from real-time behavioral and transactional data.

Built-in support for UID2: Privacy-conscious and future-ready

As third-party cookies fade out, marketers are looking for durable, privacy-conscious alternatives. Treasure Data offers native, out-of-the-box support for UID2, the open-source identity framework developed by The Trade Desk. Unlike many CDPs that require third-party tools or separate infrastructure to handle identity, Treasure Data can generate and manage UID2s natively.

Even better, those identifiers can be stored alongside Treasure Data’s Diamond Record, a unified customer profile that supports activation across channels and platforms. This means you get all the benefits of persistent identity and audience portability, while staying fully compliant with modern privacy standards.

Unlike other CDPs that rely on third-party tools, Treasure Data can generate and manage UID2 tokens internally. These tokens are stored within the Diamond Record, enabling consistent identity across channels while staying fully privacy compliant. It’s a simple, secure way to activate customer data in paid media without compromising trust.

This creates a privacy-conscious way to activate customer data in paid media campaigns. Because UID2 can be stored as part of Treasure Data’s Diamond Record, it becomes easier to maintain a consistent view of identity across activation, analytics, and customer experience.

This collaboration allows brands to deliver personalized ads responsibly, while also retaining control over how customer identifiers are used.

Eliminate unnecessary middlemen (and costs)

Here’s a practical reason marketers love this integration — it saves money.

Historically, brands used onboarding services to get customer data into DSPs like The Trade Desk. That adds time, complexity, and additional fees. Treasure Data eliminates that middle layer by enabling direct audience activation, syncing audiences in as little as four to six hours.

This streamlined connection doesn’t just reduce costs — it also ensures fresher, more relevant data is powering your campaigns as well as faster time-to-insight, less data lag, and a more agile marketing operation.

Smarter bidding starts with better signals

Most advertisers waste money because they’re targeting the wrong audiences or because they’re relying on outdated assumptions about who their customers really are. Treasure Data helps fix that.

By sending high-value audience segments (like repeat buyers, loyalty members, or churn risks) directly into The Trade Desk platform, brands can train their AI bidding models to make smarter decisions in real time. These “seed audiences” help the DSP recognize patterns that lead to conversion and suppress those that don’t.

Exposure logs: The secret weapon for attribution and optimization

Let’s talk about one of the biggest hidden advantages of this partnership: exposure log ingestion. Most platforms only offer click-based performance data, which ignores the vast majority of ad impressions that lead to conversions. Subject to The Trade Desk’s approval, Treasure Data is one of the only CDPs that can ingest and process row-level ad exposure logs from The Trade Desk.

This gives marketers the ability to finally answer questions like: Who saw our ad? On which channel? Did they later purchase even if they never clicked?

With this data, teams can move beyond last-click attribution and start building robust, AI-powered models for incrementality, media mix modeling, and real-time personalization.

Most CDPs don’t offer this. Many can’t. But for marketers who care about performance, it’s a game-changer.

Built for commerce and retail media collaboration

Finally, this partnership isn’t just for digital-first marketers. It’s a perfect fit for complex businesses like retailers, CPG brands, automakers, and anyone involved in Retail Media Networks (RMNs).

These businesses often need to share data across tiers — think retailers sending performance insights back to CPG partners, or car manufacturers analyzing ad effectiveness across dealerships. Treasure Data and The Trade Desk make this possible through clean, compliant data connections and transparent performance reporting. It’s how leading brands are powering offsite commerce campaigns, managing cross-partner collaboration, and unlocking new revenue streams from retail media.

Final thought

Treasure Data + Unified ID 2.0 is a smarter, faster, and more transparent way to connect your customer data with your media strategy. You get full-funnel visibility, smarter activation, and real performance data.

If your brand is serious about customer-centric marketing, performance measurement, and a more durable data strategy, this collaboration might just be your unfair advantage.

Want to learn more about activating your first-party data with The Trade Desk? Check out the documentation and let’s talk.