Transitioning campaigns from one platform to another can be a daunting task. Viant created the tools you need to make a seamless transition and minimize business or campaign disruption.
Summary
To streamline your campaign management, this guide provides step-by-step instructions for exporting your campaigns from The Trade Desk and uploading them to the Viant DSP. Whether you're a seasoned trader or media buyer, this documentation will ensure a smooth and efficient transition, maximizing your campaign's performance and reach.
- Log into your Trade Desk Account.
- Navigate to the campaign you want to export.
- Click on "Export Spreadsheets" and then "Export Campaign".
- Check off all the boxes in the "Standard references" and "Advertiser-specific references" and click on "Export"
- Below is a sample of what gets exported for "Campaign"
Campaign Id [Read Only] yyeh86m Campaign Name SKP Summer'21 Advertiser [Read Only] STEM Kids Plus$id:lxows6a Description Objective None Primary Channel None Goals Audience AutoAllocator Enabled TRUE AutoAllocator Mode Automatic Time Zone Id UTC Pacing Mode PaceEvenly Comscore Settings Nielsen Settings Reporting and Attribution (SKP Image Pixel$id:xx8nl4o; Identity Alliance with Household); Custom CPA Calculation Custom CPA Pixels and Weights iSpot Settings - Once you've completed the above steps, contact your Viant Account Representative.
Frequently Asked Questions
Can I bulk export campaigns from The Trade Desk and bulk import them into Viant?
Yes, you can bulk export campaign details from The Trade Desk and import them into Viant using Viant's Spreadsheet Editor templates. You can also work with your Viant Account Representative for assistance with this process.
What fields are directly transferable from the Trade Desk to the Viant DSP?
Below is a list of fields that can be easily transferred over from The Trade Desk to Viant via the Spreadsheet Editor. Highlighted fields on The Trade Desk column denote fields that can be transferred to Viant with the new field name from the “Viant DSP” column.
| Viant DSP | The Trade Desk |
| Campaign | Campaign |
| Name | Name |
| Start Date | Ad Groups - Flight Dates |
| End Date | Ad Groups - Flight Dates |
| Lifetime Budget | Ad Groups - Budget in Advertiser Currency |
| Frequency Cap Time Period | Ad Groups - Frequency Cap (Single) |
| Optimization Goal | Objective |
| Order | Ad Groups |
| Name | Ad Groups - Ad Group Name |
| Status | Ad Groups - Status |
| Optimization Goal | Ad Groups - Goal Type |
| Lifetime Budget | Ad Groups - Budget in Advertiser Currency |
| Daily Budget | Ad Groups - Daily Target in Advertiser Currency |
| Lifetime Impression Cap | Ad Groups - Budget in Impressions |
| Daily Impression Cap | Ad Groups - Daily Target in Impressions |
| Name | Ad Groups - Ad Group Name |
| Status | Ad Groups - Status |
| Base CPM Bid | Ad Groups - Base Bid |
| Data.Adelphic Audiences - Include | Ad Groups - Audience |
| Demographics.Household - Include | Ad Groups - Target Household Devices |
| Demographics.Language - Include | Ad Groups - Language Targets |
| Demographics.Language - Exclude | Ad Groups - Language Blocks |
| Device.Browser - Include | Ad Groups - Browser Name Targets |
| Device.Browser - Exclude | Ad Groups - Browser Name Blocks |
| Device.Carrier - Include | Ad Groups - Carrier Targets |
| Device.Carrier - Exclude | Ad Groups - Carrier Blocks |
| Device.Device ID - Include | Ad Groups - Ad Environments Targets |
| Device.Makes & Models - Exclude | Ad Groups - Ad Environments Blocks |
| Inventory.Content Categories - Include | Ad Groups - Category - App Targets |
| Inventory.Content Categories - Exclude | Ad Groups - Category - App Blocks |
| Inventory.Exchanges & Sites - Include | Ad Groups - Private Contracts Targets |
| Inventory.Exchanges & Sites - Exclude | Ad Groups - Private Contracts Blocks |
| Location.Countries, Regions & Cities - Include | Ad Groups - Geography Targets |
| Location.Countries, Regions & Cities - Exclude | Ad Groups - Geography Blocks |
| Location.Location Lists - Include | Ad Groups - Geography Targets |
| Location.Location Lists - Exclude | Ad Groups - Geography Blocks |
| Quality.Integral Ad Science Brand Safety Segments - Include | Ad Groups - Integral (IAS) Display Brand Safety |
Besides some of the fields that cannot be transferred from The Trade Desk to Viant, what other differences or changes can I expect?
When transitioning from The Trade Desk (TTD) to Viant, programmatic traders and media buyers should expect these key differences:
- Customer Support and Interface: Viant offers personalized, highly-rated customer support and a user-friendly interface, making campaign setup quick and efficient. In contrast, TTD, while known for its advanced user interface and troubleshooting capabilities, can be less responsive, especially for mid-sized agencies.
- Identity Resolution and Data Management: Viant uses the Viant Household ID, which consolidates various identifiers (first-party cookies, MAIDs, IP addresses, etc.) to provide accurate targeting and measurement across channels. This differs from TTD's Unified ID 2.0, which is email-based and requires widespread adoption, introducing potential privacy concerns.
- Connected TV (CTV) and Omnichannel Capabilities: Viant provides robust CTV capabilities with direct access to premium inventory and detailed reporting on CTV's impact on conversions, integrating seamlessly across channels. TTD also focuses on CTV but does not match Viant's level of integration and omnichannel efficiency.
How should I address concerns from traders that using Viant will require extensive training to become proficient with a new platform?
While The Trade Desk is known for its robust platform and advanced features, Viant offers a complementary approach with a strong focus on data-driven insights and audience activation. Viant is a powerful tool for unlocking hidden audience segments and driving incremental reach and a great complement to your Trade Desk campaigns. By expanding your DSP toolkit to include Viant, you'll gain access to new inventory sources and optimization strategies, ultimately enhancing campaign performance and diversifying your media mix. Most of the skills developed using The Trade Desk are directly transferable to Viant, making the transition smoother than you might expect.
What impact should I expect on the performance of my campaigns?
When switching from The Trade Desk to Viant, you should expect some changes in the performance of your campaigns. Performance can vary between providers due to differences in technology, data integration, and reporting methods.
Viant's interoperable identity resolution solutions and advanced reporting suite are designed to keep up with the latest industry trends, technology, and attribution methods. This ensures that your campaigns are measured accurately. Additionally, Viant provides real-time reporting, which allows you to quickly measure and optimize your campaigns. This helps you maximize your return on ad spend by making timely adjustments based on precise data.
In order to transfer campaigns over to Viant, traders must get the needed details from MediaMath and either transfer it into the Spreadsheet Editor templates to upload or work with your Viant Account Representative.
The three levels of required information from MediaMath are:
- Campaign Details
- Strategy Details
- Creative Assets
Campaign Details
To get the required details of a campaign there are two approaches based on the version of the platform being used:
- Legacy versions of the platform: Export a PDF file containing all the relevant information
- The latest version of the platform: download a summary of the campaign
Campaign Export Definitions
| Campaign Details | Definition |
|---|---|
| Campaign Name | Name of the associated campaign |
| Managed by | The entity or individual is responsible for overseeing and handling the campaign |
| Time Zone | The geographical region's time reference used for scheduling and tracking campaign activities |
| Campaign Type | The classification or category of the advertising campaign (e.g., display, search, video) |
| Advertiser | Name of the associated Advertiser |
| Budget Details | Definition |
| Currency | Selected currency in which payments are made (3-letter format, e.g. USD. See Advertiser Set Up for supported currencies) |
| Start Date | Date the campaign is scheduled to begin |
| End Date | Date the campaign is scheduled to end |
| Monetary Budget | The allocated funds in monetary terms for the campaign |
| Impression Budget | The predetermined number of ad impressions to be served during the campaign |
| Any Future Flight | Yes/No - Expected future flights for said campaign |
| Optimization Details | Definition |
| Goal | Impressions, Clicks, Actions, Video Completions, Viewable CPM |
| Goal Value | The quantifiable value associated with achieving the campaign goal |
| Monetary Pacing | The strategy or approach used to control the expenditure of monetary funds over the course of an advertising campaign to ensure it stays within the allocated budget |
| Daily Cap | The maximum limit set on the number of impressions, clicks, or spend per day for an advertising campaign |
| Impression Pacing | Yes/No - Daily pacing governed by Impressions overspend |
| Minimize Ad Collisions | The process of reducing or avoiding instances where multiple ads from the same advertiser appear on a webpage simultaneously, which can negatively impact user experience |
| Campaign Frequency Cap | The predetermined limit on the number of times an individual user or Household is exposed to a specific ad or campaign within a defined time period |
| Bid on Cross-Device | Yes/No - The practice of placing bids for ad impressions across various devices (e.g., desktop, mobile, tablet) to reach and engage users across different platforms |
| Margin | The difference between the cost of advertising and the revenue generated from it, representing the profit or mark-up earned by the advertiser or agency |
| Measurement Details | Definition |
| Attribution Source | The method or platform used to attribute conversions or actions to specific advertising touchpoints |
| Merit Pixel | A tracking pixel or code snippet placed on a website to collect data and track user interactions, often used for conversion tracking and optimization purposes |
| Post-Click Window | The specified time duration after a user clicks on an ad during which subsequent conversions or actions are attributed to that click |
| Post-view Window | The designated time period after a user views an ad without clicking during which subsequent conversions or actions are attributed to that view |
| Post-View Discount Rate | A rate or percentage applied to conversions or actions that occur within the post-view window to account for potential decreased attribution value compared to post-click conversions |
| Repeat Merit Events | The evaluation or assessment of campaign performance metrics, such as conversions or viewability, after an ad bid has been made and the impression has been served |
| Post-Bid Measurement | The evaluation or assessment of campaign performance metrics, such as conversions or viewability, after an ad bid has been made and the impression has been served |
| Site List Details | Definition |
| Site List Link | If a site list is needed, a link to any file document with open access |
| Advanced Settings | Definition |
| Advanced Settings | Any advanced settings required on the campaign |
Strategy Details
A thorough and detailed process is essential in order to gain a comprehensive understanding of strategic insights within a campaign.
To get details at the strategy level:
- Navigate to each individual strategy within the platform
- Then select the Edit function and proceed to the Summary section
- Download the summary of the strategy as a PDF file
Strategy Export Definitions
| Strategy Details | Definition |
|---|---|
| Advertiser | Name of the associated Advertiser |
| Campaign Name | Name of the associated campaign |
| Strategy Name | The classification or category of the advertising strategy |
| Channel | The specific platform or medium through which the advertising strategy is executed (e.g., CTV ads, display ads, Video ads, DOOH media ads) |
| Strategy Type | The classification or category of the advertising strategy (e.g., brand awareness, lead generation, remarketing) |
| Supply Type | The type of ad inventory or media supply used for the advertising strategy (e.g., direct publishers, Open RTB, Deals .ect) |
| KPI(Goal Type / Value) | Key Performance Indicator, which represents the specific metric or goal type and its corresponding value that the advertising strategy aims to achieve (e.g., conversion rate of 5%) |
| Enable Optimization | Yes/No - A setting that allows for automated optimization of the advertising strategy based on performance data and predefined rules |
| Min Bid CPM | The minimum cost per thousand impressions (CPM) that the advertiser is willing to bid for ad placements in the strategy |
| Max Bid CPM | The maximum cost per thousand impressions (CPM) that the advertiser is willing to bid for ad placements in the strategy |
| Frequency Cap | The maximum number of times an individual user or Household can be exposed to an ad within a specified time period in the strategy |
| Campaign Budget | The total allocated funds or budget for the entire advertising campaign |
| Daily Spend | The maximum amount of money that can be spent per day for the advertising strategy |
| Start Date & End Date | The designated dates when the advertising strategy begins and concludes within the overall campaign timeline |
| Supply Details | Definition |
| Safe Supply Controls | Measures or settings implemented to ensure brand safety and prevent ads from appearing in inappropriate or undesirable environments |
| Targeting Details | Definition |
| Supply | The specific sources or publishers from which the ad inventory is obtained for the advertising strategy |
| Audience | The target audience segments or specific characteristics that the advertising strategy aims to reach |
| Contextual | The contextual targeting parameters or criteria used to display ads in relevant content or web pages |
| My Data | The advertiser's proprietary data, such as first-party customer data or CRM data, used for audience targeting or personalization in the advertising strategy |
| Site List | A list of specific websites or domains where the advertiser wants the ads to be displayed as part of the strategy |
| Location | The geographical targeting parameters or specific locations where the advertising strategy aims to reach users |
| Day Part | The specific time periods or hours of the day when the advertising strategy is scheduled to be active or visible |
| Technology | The technological features or capabilities utilized in the advertising strategy (e.g., retargeting, geotargeting, dynamic creative optimization) |
| Video/Audio | The inclusion of video or audio components in the advertising strategy, such as video ads or audio ads |
Creative Details
The process to obtain creatives from MediaMath is unfortunately a manual process.
- If working with a third-party ad server, ticketing system, or other resource, refer to the 3rd-Party Creative setup article with bulk upload instructions. Or check with your Viant Account Representative for any alternative onboarding options that might be available.
- If using DSP-hosted creative assets, work with your Viant Account Representative on next steps.
Creative Details Definitions
| Creative Details | Definition |
|---|---|
| Advertiser | Name of the associated advertiser |
| Campaign | Name of the associated campaign |
| Creative Count | The total number of unique ad creatives used in an advertising campaign or strategy. |
| Creative ID | Associated Creative ID if 3rd Party hosted |
| Creative Name | Associated creative name |
| Impression Trackers | 3rd Party Impression Tag |
| Click Trackers | 3rd Party Click Tag |
| Creative Tags | 3rd Party Creative Tag |
MediaMath to Viant Translation Key
In order to transition from the MediaMath exported fields to Viant Spreadsheet Editor fields, refer to the below translation for the corresponding field.
Campaign Details
| Viant | MediaMath |
| Campaign | Campaign |
| Campaign Name | Campaign Name |
| Start Date | Start Date |
| End Date | End Date |
| Lifetime Budget | Monetary Budget |
| Impression Cap | Impression Budget |
| New Flight | Any Future Flight |
| Auto-Budget | Monetary Pacing |
| Fixed Budget - Max Daily Budget | Daily cap |
| Daily Impression Cap | Impression pacing |
| Frequency Cap | Campaign Frequency Cap |
Order Strategy
| Viant | MediaMath |
| Order | Campaign |
| Optimization Goal | Goal |
| Goal Mode | Goal Value |
| Associated Conversion Events | Measurement |
Order Details
| Viant | MediaMath |
| Order | Strategy |
| Order Name | Strategy Name |
| Channels | Channel |
| Optimization Goal | Enable Optimization |
| Min CPM Bid | Min Bid CPM |
| Max CPM Bid | Max Bid CPM |
| Frequency Cap | Frequency Cap |
| Lifetime Budget | campaign budget |
| Fixed Budget - Max Daily Budget | Daily Spend |
| Start date & End date | Start date & End date |
| Dayparting | Day Part |
| Channels | Video/Audio |
Line Details
| Viant | MediaMath |
| Line | Strategy |
| Quality | Safe Supply Controls |
| Inventory | Supply |
| Data | Audience |
| Context | Contextual |
| Data | My Data |
| Inventory | Site List |
| Location | Location |
| Device/Media | Technology |
| Daily Impression Cap | Impression pacing |
| Frequency Cap | Campaign Frequency Cap |
Questions?
Reach out to your Viant Account Representative with any questions or for next steps.