What is the TDCPM cookie?
The TDCPM cookie records which partner platforms have already synchronized user IDs with The Trade Desk to prevent redundant cookie matching requests.
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About TDCPM
| Vendor | The Trade Desk |
|---|---|
| Cookie Domain | adsrvr.cn,adsrvr.org |
| Category Category The functional category of the technology, such as Web Analytics or Social Media. Learn more | Advertising & Paid Media |
| Consent Category Consent Category The consent category this cookie most commonly falls under across sites we scan, normalized into four standard categories. Learn more | Targeting & Advertising |
| Prevalence | Very Common |
| Popularity Popularity Popularity is calculated from our dataset of 4.5B+ cookies analyzed across hundreds of millions of web pages. Learn more | Found on 21.3% of scanned pages |
| Expiration Type | Timestamp |
| Expiration Duration | 30 days |
| Party Type Party Type Whether the cookie is first-party or third-party. Learn more | 3rd-Party |
| Risk Level Risk Level Rates how sensitive the data stored by this cookie is (High, Medium, or Low) based on data classification and distribution. Learn more | Medium |
| Vendor Privacy Policy | https://www.thetradedesk.com/us/privacy |
| Vendor Website | https://www.thetradedesk.com |
What is the purpose of TDCPM?
The Trade Desk Cookie Partner Mapping (TDCPM) cookie is deployed by The Trade Desk on its adsrvr.org domain to facilitate efficient user matching (cookie syncing) across the programmatic advertising ecosystem. When a user visits a website participating in programmatic media, The Trade Desk attempts to synchronize its primary identifier (TDID) with identifiers from other Supply-Side Platforms (SSPs) and Data Management Platforms (DMPs). The TDCPM cookie maintains a base64-encoded record of which partners have successfully completed this ID match, along with the associated sync timing. By referencing this cookie, The Trade Desk's platform knows when a sync is already established and can avoid making redundant network calls to those partners, which reduces page latency and optimizes the real-time bidding process for targeted advertising.
What are the Privacy Risks of TDCPM?
Risk Level: Medium
The TDCPM cookie is classified as a Medium risk because it is used to facilitate cross-site tracking and programmatic real-time bidding by synchronizing user identifiers across different advertising partners. Although it primarily stores pseudonymous data related to cookie matching states rather than direct Personally Identifiable Information (PII), its core function is to enable targeted advertising and audience profiling by allowing The Trade Desk and its partners to consistently track users across the web.
How to Remove TDCPM from a Website
To remove the TDCPM cookie, website administrators must identify and remove any advertising tags, pixels, or scripts associated with The Trade Desk from their tag management system or website source code. This cookie is typically set as a third-party cookie when a site participates in programmatic advertising networks or utilizes The Trade Desk as a demand-side platform (DSP). If the site relies on The Trade Desk for audience targeting, ad serving, or cookie syncing, this cookie cannot be removed without disabling those services or removing the vendor's integration entirely.