Invoca Is Now an Official Measurement Partner on The Trade Desk Marketplace

By Chris Worden

US programmatic ad spend is projected to exceed $203 billion in 2026. The brands winning in this competitive environment aren't the ones spending more. They're the ones who can measure and optimize how their programmatic campaigns drive appointments, sales, and revenue.

That pressure to optimize ad spend for what’s really working is the most challenging in industries where the highest-value conversions don't happen on a webpage. In healthcare, insurance, financial services, telecom, home services, and automotive, most conversions happen on phone calls to contact centers and business locations. 

Yet for programmatic advertisers, those offline conversions have been completely invisible. It’s an all-too-common story: your Trade Desk campaigns drive a consumer to call, they convert, and you have no idea that it happened or what to do to make it happen again. Until now.

Introducing the Invoca and The Trade Desk Partnership

We're proud to announce that Invoca has been added to The Trade Desk's Marketplace. Getting started is simple. Invoca's integration with The Trade Desk is fully no-code, with activation managed directly in the Invoca UI, without the need for expensive coding or developer resources.

This capability for programmatic advertising fundamentally changes how marketers and agencies measure and optimize their Trade Desk campaigns.

"Advertisers are increasingly focused on connecting their media investments to real business outcomes, and in many industries, those outcomes happen over the phone," said Donny Spano, Director of Data Partnerships at The Trade Desk. "Our integration with Invoca brings offline call and conversion data into the platform, making it easier for brands and agencies to measure the full impact of their omnichannel campaigns and optimize toward outcomes that go beyond the click."

What the Invoca + The Trade Desk Integration Does

The Trade Desk is the world's leading independent demand-side platform (DSP) and the programmatic partner for many of the world's biggest enterprise brands and global media agencies. Its omnichannel reach spans display, video, audio, digital out-of-home, and CTV, giving advertisers unmatched scale and targeting specificity.

Here's how the Invoca and The Trade Desk integration works once activated:

1. A consumer sees an impression served through The Trade Desk across any channel (including CTV, display, programmatic video, audio, and digital out-of-home) and visits a brand's website or calls directly from the ad.
2. Invoca captures the call and attributes it back to the originating digital impression.
3. Invoca's AI analyzes the conversation, determining if the call is qualified lead and results in a conversion (appointment, sale, etc.) based on each business’s specific definition of each. 
4. Invoca fires the event to The Trade Desk via its Conversions API (CAPI) framework in near-real time. CAPI is the same omnichannel attribution infrastructure that powers display, video, and CTV measurement natively within The Trade Desk platform, meaning offline conversion signals are ingested and acted on exactly like any other measurement event in the system.
5. The Trade Desk ingests the signal and immediately applies it to campaign attribution, bid optimization, and audience modeling.

The result is a closed loop between a programmatic impression and a phone conversion, joining two data sets that have never been connected before.

Why This Matters: Three Capabilities That Change the Game

1. Accurate Attribution and True ROAS

If your Trade Desk campaigns are driving phone call conversions that you're not measuring, your ROAS is wrong, and your CPA is inflated. Even worse, optimization decisions are being executed based on limited data. Although this problem isn't new, the pressure to drive incremental reach is growing. Invoca provides holistic measurement for every lead and conversion your programmatic campaigns are actually driving to your contact centers and business locations, so you can understand exactly what’s working and prove programmatic’s impact on business outcomes.

2. Smarter Audience Targeting and Suppression

One of the most powerful things Invoca brings to The Trade Desk is the ability to build smarter audiences from real conversation data. When a consumer calls your business, Invoca’s AI analyzes the conversation and determines if the caller is a qualified lead and if they converted. That intelligence flows directly from Invoca into The Trade Desk's targeting engine, turning intent and outcome data into an audience strategy. 

Prospects who called but didn't convert on the call become your most valuable retargeting audiences. Callers who aren’t leads or converted on the call can be suppressed from seeing future ads, so your budget stops chasing people who aren’t in the market. And your highest-value callers become the blueprint for lookalike audiences that extend your reach toward net-new customers with the same intent profile. It's first-party data built from what your customers actually said and did, not inferred from a click.

3. Optimization Throughout The Trade Desk's Full Omnichannel Ecosystem

The Trade Desk's scale is its superpower. But optimization is only as good as the data feeding it. With Invoca's AI-powered phone lead and conversion data flowing into The Trade Desk in real time, you can now optimize every channel, including display, video, audio, digital out-of-home, and CTV, against the business outcomes that actually matter.

Built for Enterprise Brands and the Agencies That Serve Them

For brands running Trade Desk campaigns in-house, getting activated is easy. If you're already an Invoca customer using The Trade Desk, there's no reason to leave offline conversions out of your attribution model.

For agencies managing Trade Desk campaigns on behalf of clients, this gives you a new, differentiated capability to bring to your clients, especially in high-inbound verticals where phone leads are the most valuable conversion a business can get.

"For clients in categories like healthcare, insurance, and financial services, the most valuable conversions happen over the phone,” said Nate Hulke, Director of Digital Media at Ovative Group. “This integration connects programmatic impressions to those calls and puts that data to work, better attribution, smarter audience targeting, and optimization across the full ecosystem. It's a gap that's existed for a long time. This helps close it." 

Learn How Invoca and The Trade Desk Can Benefit Your Business

Programmatic advertising is growing fast, budgets are under pressure to prove ROI, and the modern consumer journey routinely begins online but converts offline at contact centers and business locations. The Trade Desk gives you the reach to succeed in this competitive environment, while Invoca gives you the measurement. As a partner on The Trade Desk Marketplace, we capture attribution from offline conversions and phone leads. If you're running programmatic and calls matter to your business, this solution was built for you.

Ready to activate? Contact your Invoca account team or explore our knowledge base to learn more about the setup.

New to Invoca? Request a demo and see how we can close the loop on your Trade Desk campaigns.

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