The Trade Desk

The Trade Desk

Partner Type
Omnichannel DSP
Location
APAC Canada EMEA LATAM USA

Vistar Media + The Trade Desk

Through Vistar's partnership with The Trade Desk, advertisers can access premium digital out-of-home (DOOH) inventory directly through The Trade Desk's platform, making it easier to incorporate OOH into their omnichannel media strategies. By bringing Vistar's extensive DOOH inventory into existing programmatic buying workflows, advertisers can extend their campaigns into the physical world while managing OOH alongside their other digital channels.

Explore the guide below to learn how to activate DOOH campaigns through The Trade Desk.

 

Activation guide

Transaction Paths Path

Auction Packages
Vistar can bundle inventory across multiple media owners and venue types into a single deal ID.

This solution is a great way to bundle different media owners and venue types into one easy package.

Please anticipate 48 hours to have these packages created (Can escalate if urgent).

1:1 PMPs
Vistar can facilitate 1:1 deals with media owners, which take priority over other programmatic transaction types.

Vistar can support evergreen PMPs, enabling their use and reuse by both TTD and designated buyers.

Vistar or media owners can layer targeting tactics into a PMP deal ID to meet campaign needs.

Audience targeting Path

Buyers can apply first- or third-party audiences through Vistar or The Trade Desk. We recommend using Vistar audiences for DOOH, but if the client prefers to use TTD, they are available. Please contact your TTD account manager to discuss before going live.

Vistar Media: Vistar's entire taxonomy is available through both Auction Packages and PMPs.

  • Custom audiences must pass a feasibility check via Vistar's data team (4-5 business days).

The Trade Desk: Custom audiences (1st and 3rd-party) may be used for DOOH ad groups within NAMER, EMEA and APAC. Contact your TTD account manager to confirm country availability.

  • Third-party audiences must contain mobile device IDs.

  • For first-party segments in TTD, your device type rail must be targeting DOOH.

Measurement Path

Vistar works with trusted industry leaders to offers solutions that evaluate brand health, foot traffic, online conversion and sales lift. Vistar also offers device ID passback for free.

To request a measurement study, please reach out to your Vistar representative. All studies require a feasibility test and have varying minimums and costs.

  • It is best to bill through Vistar/client direct.

  • For clients receiving a Study outside TTD platform, buying teams must submit an internal ticket in the "SSP Log-Level Reports Process" in TTD internal Confluence directory.

  • TTD can also support DOOH measurement in platform with integrated measurement partners. Similar to other channels, you can locate the data in "My Reports."

Creatives Path

Pre-campaign details:

Vistar can provide the accepted creative specs for your campaign before activation. Creative spec details can be provided during planning, but final specs may change at the time of launch.

  • If needed, Vistar can assist with creative builds and/or resizing for DOOH.

Submitting creatives:

  • Display: All display creatives can be hosted within TTD's DSP.

  • Video: TTD prefers to have videos hosted within TTD.

  • SSP-hosted dynamic creative: Supported

  • 3rd-Party Tags: Supported.

    • Vistar accepts VAST tags when they are provided directly in the response body

    • We do not support wrapped or redirected tags where the initial response points to another URL for the actual VAST content.

    • Each creative ID must be associated with exactly one creative asset. Please note that DOOH functionality does not allow for rotating creatives or modifications to existing creative files.

Approvals and timelines

All creatives for standard buys are submitted once associated with a Vistar deal ID. For Programmatic guaranteed, creatives are submitted through the bid stream once the campaign starts bidding. The creative assets are extracted from the bid and sent to the appropriate media owners' seat for their approval.

  • Approvals vary by media owner but are usually approved on the same day.

Tags Path

3rd-Party Tracking:

Vistar's SSP can support 1x1 trackers for tracking spots (ad plays).

  • 1x1 for Tracking: Supported

  • VAST: Supported

Reporting Path

If you'd like to access Vistar reporting, please work with your Trade Desk account manager to request.

The Trade Desk reporting

TTD provides two impression reporting metrics for DOOH:

  • Impressions are counted each time an ad is shown on the display. For the majority of DOOH experiences, ads served are fully viewable on the screen for the entirety of the play.

  • Audience Impressions are the result of impression multiplier calculations provided by SSPs & media owners (these are commonly sourced from verification partners like Route and Geopath).

    • This number represents the total number of eyeballs that are likely to have seen your ad based on the impression multiplier.

  • Normalized CPMs are used in DOOH and calculated using the spend and audience impressions.

  • Normalized CPMs rely on an impression multiplier to estimate the reach (and therefore the cost) of each ad.

We recommend buyers focus on this metric to understand the accurate CPM.

Support Path

Visit Vistar Media’s inventory discovery to learn more about available inventory.

Vistar's Deal Desk team is an optional and free service that helps DSPs & buyers with strategy recommendations, deal facilitation, activation support, best practices & more. Reach out to us at any time: 

If you are experiencing issues with activation and/or campaign setup, please submit a ticket to The Trade Desk as a first point of contact.

If further action is needed, the ticket will be shared with Vistar for further assistance. For urgent requests, please reach out to support@vistarmedia.com

Clients

"At Coegi, we do not take vetting another DSP lightly. This is because it can be a large ask for an organization to manage yet another UI. We chose to partner with Vistar for a reason: it makes our offering more robust, they are awesome to work with, it’s a seamless integration into our current workflow and the innovation of the product is second to none.”

Author
Julia Wold
Operations Manager
Programmatic at Coegi

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